Our Blog

Influential Marketing: Replacing the Influencer with the Influential

September 1, 2021 - Practitioner Marketing

All businesses need influential marketing to attract customers to their products. To that end, companies often pay popular celebrities (known as “influencers” in the marketing world) huge sums of money to advertise for them. This so-called influencer marketing has become a key component of many…

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A Practitioner’s Guide to Becoming Influential

August 3, 2021 - Practitioner Marketing

What makes a practitioner influential? It’s simple—changing someone’s behavior by sharing subject-matter expertise. Especially as it relates to tech specializations such as DevOps and DevSecOps, what’s the best way to do that? Share your expertise using the written word and images via the interwebs. You…

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Getting Started with Practitioner Content Marketing

July 18, 2021 - Practitioner Marketing

Marketing approaches like growth hacking, relationship marketing, and practitioner marketing are great. Understanding their value is easy, but getting started and getting them to fit into existing paradigms can be challenging. DevOps practitioner content marketing, in particular, requires a high amount of planning and patience…

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How to Create a Topic Strategy to Increase SOV

July 8, 2021 - Content Marketing

Selecting topics that improve your share of voice (SOV) is one of the most important details in content marketing. When marketing to a technically-savvy audience, topic selection itself can become a particularly daunting problem because it requires a certain amount of subject matter expertise to…

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Thought Leadership Content Marketing Best Practices

June 21, 2021 - Practitioner Marketing

Do thought leadership content marketing best practices differ from those of practitioner marketing? You may not think so. After all, thought leadership pieces are best generated by practitioners, as the topics that interest practitioners are those issues that your customers face and are often unaddressed….

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Keeping Practitioners Engaged: The Ultimate Challenge

June 9, 2021 - Practitioner Marketing

As someone who both freelances and manages a network of freelance content writers who are practitioners, I have a good grasp of the pros and cons of working with them. Here’s one of the biggest cons: If left to their own devices, practitioners have a…

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Creating a Practitioner Marketing Content Distribution Strategy

June 3, 2021 - Practitioner Marketing

Effective content distribution is essential to the success of a practitioner marketing campaign. While structuring practitioner content with the right keywords and links for search engine optimization and discoverability will help, SEO alone is not sufficient. As one of our lead practitioners, Chris Tozzi, has…

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What is Practitioner Marketing?

June 1, 2021 - Practitioner Marketing

Practitioner marketing employs content written by actively technical subject-matter experts. Similar to influencer content marketing, practitioner marketing is gaining traction as a strategy for business-to-business (B2B) companies. For technical markets, its origins in business-to-consumer (B2C) influencer marketing may result in misguided efforts to identify “influencers.”…

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Marketing for a Tech Startup? You Have a Target on Your Back

May 15, 2021 - Marketing to Developers

Joining the startup community is exciting. Even more exciting is the ability to execute in such a knee-jerk environment. Tech startups are often founded by technical people—people who don’t have much marketing experience but know they need it. And when pressured by investors, they are…

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Tech Evangelist: Nightmare to Hire but Great to Have

May 9, 2021 - Developer Relations

On a recent trip to meet my co-workers in Israel, a software developer I had known for six months hit me with a funny surprise. Right after we met in person and said our first “hellos”, he said to me, “You’re an ‘evangelist,’ so you…

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