Our Blog
In Content Marketing, Waterfall Works
November 8, 2021 - Content Marketing
“Waterfall” in the tech world has become synonymous with antiquated processes and lack of execution. So it might seem strange that a content marketing agency like Fixate – who specifically serves tech vendors – champions waterfall content creation processes. The reason: it’s what works. And…
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What’s the Most Beautiful Marketing Metric of Them All?
September 20, 2021 - Content Marketing
Establishing metrics to quantify and guide your DevOps content marketing is essential to any business strategy. However, be sure to steer clear of marketing metrics that paint unrealistic pictures of campaign success. Consider the following dialogue: Queen of Marketing (QOM): “Mirror, mirror on the wall,…
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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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