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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Effective content distribution is essential to the success of an influencer marketing campaign. While structuring influencer content with the right keywords and links for search engine optimization and discoverability will help, SEO alone is not sufficient. As our Influencer Whisperer, Chris Tozzi, has pointed out,…
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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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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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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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Tech marketers too often think of lead generation activities in terms of lead guarantees, duration, clicks, impressions, etc. Organizations fail to realize that the content for lead generation directly affects the quality of their leads. Therefore, employing a focus on technically-rich content, as we do…
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Share of voice (SOV), when calculated correctly, measures the impact of practitioner content marketing over time. All your marketing creativity has to be harnessed for one thing—revenue. In saturated markets, that’s not easy. You have to build a relationship with the market with practices like…
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When used as Key Performance Indicators (KPIs) in marketing, easy numbers lie and have little correlation to campaign success. The trick to avoiding the allure of easy numbers is to always pair the outcome with its impact on conversions, the next step, or to revenue….
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Content marketing should be architected around personas, not your brand. Some content marketing can be cut and dried. You can create content about yourself for self-promotion. Or, you can create content for SEO, serving clicks simply to increase traffic, irrespective of the value of your…
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When written for everyone, your copy has multiple persona disorder and therefore resonates with no one. For your copy to succeed, however, it should have the content your leads and customers want. To avoid multiple persona disorder, you must craft content for a specific type…
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