Our Blog

How to Create a Topic Strategy to Increase SOV

August 8, 2017 - Content Marketing

The details matter in content marketing. One of the peskier details that is difficult to get right is topic selection that can move the needle on your share of voice (SOV). When marketing to a technically savvy audience, this can become a particularly gnarly problem…

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Culture

Allowing Customers To Know What It’s Like To Work With You

July 25, 2017 - Business Psychology

When we engage with each other, our perceptions and previous interactions are key. During your day, say you just left a conversation with someone in a sour mood. Your second encounter may not start off well. In our lives, we tend to hold those closest…

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business strategy

Mirror, Mirror on the Wall, What’s the Most Beautiful Metric of Them All?

July 20, 2017 - Content Marketing

I recently witnessed the following dialogue (true story): Queen of Marketing (QoM): “Mirror, mirror on the wall, is my metric the most beautiful metric of them all?” Mirror: “Alas, my queen, there may be one prettier still. But, beware, the metric you seek could be…

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selling into businesses

Selling to Scientists and Engineers: B2B or B2C?

July 13, 2017 - Marketing to Developers

A Case Study: The Consumerization of Scientific Instruments I have always classified my marketing activities as business to business (B2B), because I have always created materials for selling into what on their face look like businesses. Scientific equipment sold into scientists’ labs. Software-as-a-service sold for…

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content distribution

Creating an Influencer Marketing Content Distribution Strategy

May 4, 2017 - Practitioner Marketing

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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influencer content

Beneath the Hoodie—The Challenges of Influencer Marketing for SecOps

April 4, 2017 - Business Psychology

With every passing day, the cyber security threat landscape continues to expand as new threats are introduced that target infrastructure and data. As stewards of their organizations’ secure information architecture, CIOs are increasingly challenged by the ever-increasing need to adapt to the changing security landscape…

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influencer crm

Value of an Influencer CRM

March 30, 2017 - Practitioner Marketing

The demand for influencer marketing is huge. But how it is approached often looks like the wild, wild west, especially in Tech. So it’s no surprise that tool services and the tool market are developing around companies like Fixate. In this market, one area of…

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influencer content

Creating an Influencer Marketing Strategy

March 28, 2017 - Practitioner Marketing

Here’s the plan: Cultivate a cadre of influencers, have them produce content at a high volume, and break through the noise. Watch the sales numbers shoot through the roof. Inside your company, demonstrate the value of marketing, and run around the SaaS world, attracting customers…

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The Courage To Go Beyond the Noise

February 28, 2017 - Content Marketing

“Attention is a resource—a person has only so much of it.” — Matthew Crawford Those of us who create content crave attention. That’s why we slog away at a keyboard, day in and day out, transforming words into ideas that we hope will get attention—any…

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image of excitement for product value add

“Product Value Add, Value Has, and Brand”

July 26, 2016 - Content Marketing

More than just business-speak The language scolds get annoyed with business-speak like value add/ adds value. I’ll admit it, I started researching this idea with this screed-like thesis: namely, that we should be talking about our products/ companies in terms of “has value” not “adds…

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