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Our Blog

Tech Evangelist: Nightmare to Hire but Great to Have

May 9, 2021 - Developer Relations

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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Easy Numbers Lie – Be Realistic About Your Marketing KPIs

April 19, 2021 - Business Psychology

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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social noise

The Key to Social Media Marketing is Social Listening

July 4, 2019 - Content Marketing

Working with small businesses that are trying to figure out how to use social media to their advantage, I am repeatedly asked about ROI. Everyone wants to know how using social media is going to help them do business and generate sales. To this I…

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pr agencies

Why no one Likes their PR agency

February 5, 2019 - Business Psychology

A good content marketing operation will frequently intersect with the other marketing activities of SEO/SEM, Demand Generation, and Public Relations (PR). These activities are necessary to make sure that the content that is produced gets the best opportunity to excel out in the wild. But…

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Are You Just Feature and Functionality?

August 14, 2018 - Business Psychology

Introduction Of course, YOU aren’t just feature and functionality. You are a unique person with qualities that set you apart from everyone else. But is the story you are telling your customers about your product just feature and functionality? If so, you are missing a…

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Bake Developer Empathy Into Your Dev Portal

August 9, 2018 - Business Psychology

Terms like “culture” and “empathy” have a lot of meat when brought up in conversation. They provide direction, strategy, and the benefits of successful implementation are clear. But the tactics of implementing things like developer empathy are not always clear. (And at the end of…

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image of the DNA needed for marketing for developers

Injecting a Marketing Gene into Developers, Engineers, and Scientists

July 10, 2018 - Content Marketing

I have both a technical background and a marketing background, so I get that marketing for developers can seem like a  chore. When I was working primarily in a scientific and engineering research environment, I did a lot of liberalarts-splaining where Drama majors told me…

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Writing content

Need to Write Content? Step 1: Start Writing. Step 2: Think About Your Writing.

March 13, 2018 - Business Psychology

Content marketing requires writing content. Even if the content is a small video with no words on the screen, there will still be an outline, if not a full script. However, writing has an inertia problem. You will never start writing—until you start. This inertia…

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public relations controversy

No News is Not Good News: Managing a Public Relations Controversy

January 23, 2018 - Content Marketing

Your company hasn’t been in the news for two years. Nothing is going wrong. Everything is steady—and then WHAM! You find yourself in the middle of a public relations controversy. Your first inclination may be to run from reporters and your public relations team and…

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Storytelling

Storytelling 101: Brand-Building Your Tech Company Through Narrative

January 16, 2018 - Content Marketing

Brand building is as much an art as a science. Getting people to recognize your company is tough, but there are a few key storytelling concepts that tech entrepreneurs forget to use when trying to build their audience early on. People love stories. Conflict, tension…

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