Our Blog

fast content

How to Create Technical Content Fast

April 3, 2020 - Practitioner Marketing, The Influencer Whisperer

By its nature, technical content may seem time-consuming to produce. You know that you don’t need a whole lot of time or expertise to churn out a blog post on a topic like “10 reasons why kittens are fantastic.” But creating meaty technical content in…

Read More
technical content

Event Canceled? Let Technical Content Save the Day

April 1, 2020 - Content Marketing, Practitioner Marketing, The Influencer Whisperer

Conferences, trade shows, expos and similar events are the lifeblood of many technical marketing operations. They’re a place for demonstrating products, generating leads and nurturing existing customer relationships. But what do you do if an event you planned on hosting or attending is canceled; or…

Read More
technical content marketing

Why Technical Content Marketing Beats Face-to-Face Sales

March 31, 2020 - Practitioner Marketing, The Influencer Whisperer

They say nothing beats face-to-face communication. In general, that may be true. But when it comes to selling to a technical audience, we beg to differ. When used the right way, quality technical content can have even more of an impact on potential buyers in…

Read More
lead generation

Content is the Big Brother of Lead Gen

July 16, 2019 - Practitioner Marketing

Too often lead generation activities are thought of in terms of lead guarantees, duration, clicks, impressions, etc. What organizations fail to realize is the content behind these campaigns directly relates to the quality of leads you will receive. That is why thinking “content first,” as…

Read More

Service Persona’s not your brand

June 13, 2019 - Practitioner Marketing

Content marketing can be cut and dried. You can create content about yourself for the purpose of self-promotion. Or you can create content for SEO, serving clicks simply for the purpose of traffic versus providing content that imparts value. Both of these are valid, and…

Read More

Why non-writers often produce the best blog content

May 16, 2019 - Practitioner Marketing

Since the advent of the blog, the assumption has been that blog content creation should be left to those who are professional writers. In the mainstream media, I think this assumption still holds true. But in specialized fields going after specialized audiences, such as application…

Read More
Building a developer portal

Best Practices for Building a Developer Portal

April 23, 2019 - Content Marketing, influencer content marketing, Practitioner Marketing

It used to be that the only types of businesses that had to worry about having a developer portal were those which sold to developers. The second cohort of portals was made up of companies that had tech products and an API. But now, unless…

Read More
practitioner content marketing

Who we compete with

April 18, 2019 - Practitioner Marketing

When you are shopping vendors, knowing their competition is helpful — Maybe not in the large company procurement sort of way, but in understanding the ecosystem and the nuances between offerings. This is especially true when investigating an agency, where the advantages can be highly…

Read More
technical founders

Technical Founders – You might be the problem

April 11, 2019 - Marketing, Practitioner Marketing

Technical founders are amazing at a lot of things — doing a lot with little, understanding their market at the ground floor, and leading technical teams. But what they are not good at is marketing. And this is why technical founders can often be the…

Read More

Drip Campaign vs. Waterboarding

April 9, 2019 - Marketing

You may have read information advising a drip campaign primarily focused at automated email campaigns originating from marketing automation software companies.  The premise of a drip marketing campaign, analogous to drip irrigation, is to deliver a small, steady stream of marketing materials in a pre-determined…

Read More