Our Blog

influencer-marketing business

The Influencer Whisperer: How to Motivate Influencer Practitioners

April 4, 2019 - Practitioner Marketing

In the practitioner-marketing business, your product is only as good as the practitioners who create it. That’s true whether the product takes the form of events, videos, social media engagement, or (as is the case at Fixate) expert blog posts and articles. To get good,…

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practitioner content

Best of 2018: What is Practitioner Marketing?

January 24, 2019 - influencer content marketing, Marketing, Practitioner Marketing

What is practitioner marketing? While Influencer content marketing is gaining traction as a strategy for business-to-business (B2B) marketing, for technical markets, its origins in business-to-consumer (B2C) influencer marketing may result in misguided efforts to identify influencers. This is particularly true in very specific technical markets…

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developer experience

Meet the Developer: Introducing Mark “Context Is Everything” Downie

September 20, 2018 - Developer Relations, Marketing to Developers

What about the developer? Have you ever wondered about the developer experience of your advertising? If you are marketing to developers, you absolutely should. Our goal with the “Meet the Developer” series is to give you, the marketer, insight into individual developers.  Meet the people…

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practitioner content marketing

Why You Can’t Afford Commodity Content Marketing

June 5, 2018 - Content Marketing, influencer content marketing, Practitioner Marketing

They are everywhere—platforms and blog mills that offer content as a commodity. Content to feed the content marketing blog beast. It’s cheap, it’s convenient, and it’s a costly mistake. The nature of a commodity is that it is undifferentiated from what is produced by another…

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practitioner content management

Practitioner Content Management: You Need a Practitioner Whisperer

May 8, 2018 - Content Marketing, influencer content marketing, Influencer marketing, Practitioner Marketing

If you create products for developers, you know that engaging developers requires a management strategy. Developers are practitioners, and they are the best source of deeply technical content for persuasive content marketing campaigns that target developers. Since March, we have been breaking down our Practitioner…

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Build Your Use Case

To Get Customers, Build Your Use Case First, Then Your Product

March 15, 2018 - influencer content marketing, Practitioner Marketing

Building a company means building a customer base. An effective strategy uses content marketing and practitioner marketing to build your use case first, then your product. It’s counterintuitive to technical founders to make spending money on marketing as important as spending money on technical development….

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pr

The Practitioner Marketer’s Playbook: PR or Practitioner

February 22, 2018 - Practitioner Marketing

Building a brand requires a strategy that includes a combination of PR and content marketing. Practitioner content marketing is a powerful way to establish your brand through thought leadership, education, and product-specific content. It requires experts with domain expertise from outside your company who exert…

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freelance writers

The Practitioner Whisperer: The Money Question—How Much to Pay Freelance Writers

February 13, 2018 - influencer content marketing, influencer management, Practitioner Marketing, The Influencer Whisperer

If, like us here at Fixate, your practitioners are freelance writers, and you have probably often wondered what to pay them. In this post, we provide the answer—or something close to it. We can’t tell you exactly which pay rate is the best fit for…

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top 10

What Readers Want—Fixate’s Top 10 Blog Posts from 2017

January 9, 2018 - Content Marketing, Marketing, Practitioner Marketing

Our top 10 blog posts from 2017 indicate that product managers and marketers in the tech and sciences spaces are looking towards case studies that point to increasing share of voice, calculating share of voice, content marketing strategy, influencer marketing, practitioner marketing, and managing the…

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Managing a practitioner community

Managing a practitioner community vs. an influencer community for content marketing

December 26, 2017 - influencer content marketing, Practitioner Marketing

Influencer and practitioner content marketing deliver similar value to companies, so it would seem that managing a practitioner community would be similar to managing an influencer community. Both types of communities increase reach, should increase credibility, and have a substantial impact in long-term lead and…

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