About Yolanda Fintschenko

Yolanda is a scientist, writer, marketer, community leader and avid runner who lives and works in Livermore, CA. Yolanda started out in the field of lab-on-a-chip at Sandia National Labs. After having to transfer technology to industry, she moved to industry to build an international marketing team of scientists to exert technical influence in the field of food safety for Thermo Fisher Scientific. She took that expertise to LabSmith to run marketing and sales. At a small company, she discovered the significance of digital tools to amplify word-of-mouth, and is now a passionate advocate of a holistic digital marketing approach tailored to technical products and markets as co-founder of FounderTraction.

Meet ContentLab Director Michael Desmond

Quality Reigns The role of ContentLab director is fundamentally a business role, developing and perfecting product. With Michael Desmond, former Editor-in-Chief of MSDN Magazine, in that role, the message is clear: content quality is job one. The Person Behind the Role Tell me about yourself. Where did you grow up, where do you live, and what is your role in ContentLab? I was born and raised in Cleveland, Ohio, the vacation capital of the Midwest. I went to college in Vermont, at Middlebury College where I was actually a Soviet Studies major, of all things.  A few years after [...]

By |2019-10-16T06:37:50-04:00October 18th, 2019|Meet ContentLab IO|

What Should a Tech Resource Hub Look Like?

Before Tech Support If you are marketing to developers or other experts in tech, it’s likely you are building some kind of community. Sure, you have your existing customers who need documentation, tutorials, etc. However, what attracts new techies to your brand and your product is all the information you provide before they hit Download, and certainly before they hit Purchase. Enter the tech resource hub. Why? Well, some of it is about building developer enthusiasm for your product. But they can’t talk about it if they don’t know how to use it. So there’s the developer/tech buzz factor. [...]

By |2019-09-11T15:09:11-04:00October 16th, 2019|Content Marketing, Maximize Content|

The Making of Developer Buzz

Developer Buzz What makes for developer buzz? Getting regular programmers to share thoughts and information in developer communities (not necessarily just social media). What makes them valuable is that their posts get engagement. So how do you ignite developer buzz? You give them a technical story to tell, then let them — and hopefully several developers like them tell it in developer communities all over the interwebs. Here’s the thing: You may use paid channels to promote the content, but truly persuasive developer buzz happens organically. Why? Organically shared information is much more authentic. For a highly skeptical community [...]

By |2019-09-11T14:33:03-04:00October 9th, 2019|Maximize Content|

Maximize Your Content: You Can Infographic That!

It’s Like a Map It’s true, a picture is worth a thousand words. But infographics often include words, and even need them to tell a story. That’s because an infographic is more of an information map, helping the viewer understand a frame of logic, a concept, a process, and the significance of information. By using eye-catching graphics with minimal words, infographics engage our brain’s ability to see patterns and trends. While developers lack patience for infographic overuse, they will respond to judicious use. Increase your technical content ROI by finding an image you can create that is more impactful [...]

By |2019-09-11T14:36:28-04:00October 2nd, 2019|Content Marketing, Maximize Content|

Social Media and The Snack-Size Campaign

What Is That Loud Sucking Sound? Whether you have produced content in-house or have it produced for you, content is a huge investment. Your content marketing campaign likely feels like a vacuum of endless content need. However, it’s doubtful you have the budget to feed what seems like a force of nature. No worries — Repurposing content allows you to maximize your investment and provide a seemingly infinite content source for your campaign, including your social media campaigns. Why Social Media? Social media networks are just one of many channels where you will find a developer audience. Serving content [...]

By |2019-08-28T22:01:25-04:00September 25th, 2019|Content Marketing|

How to Create Consumable Technical Content

Even Developers Get Bored Yep — No matter how cool the technology, topic, or tutorial, if it’s not served in the way your audience wants to receive it, they’ll just ignore it. Developers are just as likely as any other audience to ignore a technically rich deep dive if they can’t easily connect it to information they need or want. So what does it take to make developers taste (much less consume) technical content? All They Want Is Extra Time — K.I.S.S. It’s not what you think. Remember K.I.S.S.? (That’s Keep It Simple, Stupid.) Matthew Pruitt, Head of Global [...]

By |2019-08-28T21:42:17-04:00September 18th, 2019|Content Marketing|

3 Ways to Maximize Technical Content Marketing Campaign Results

Maximize Your ROI You’ve acquired authoritative, developer-community resonant technical content. Now what? Is it just going to sit on a landing page or get buried in your blog? Not if you want to maximize exposure and your ROI (return on investment). Focusing on location can help you maximize your technical content campaign results. Location There are three critical aspects to location: where you place the content, where you promote the content, and where you point the content (and the reader). Placement. With something more deep, technical, and evergreen, like a white paper, you might be committed to a landing [...]

By |2019-09-11T12:51:56-04:00September 11th, 2019|Content Marketing, Maximize Content|

Structuring Content With Developer Engagement In Mind

Developer Engagement Measuring developer engagement is an important part of making meaningful measurements of a content marketing campaign targeting a developer audience. So, how should content be structured to encourage developers to share content to promote subsequent engagement? Mix It Up The most important thing is to feature content that helps with professional skill building or training. Tutorials or how-to’s are the content most likely to be shared by developers with their peers. Why? Because it is perceived as useful. However, there are important steps you can take when structuring that useful content. Even if your content is primarily [...]

Listening: How to Measure Developer Content Sharing and Engagement

Defining Developer Content Sharing Developer content sharing is content about programming/information technology that developers or IT professionals share with each other. Engagement is evidence that these developers care about that content as seen by comments, replies, likes or other digital interactions. To measure developer content sharing and engagement you can easily leverage the tools that content marketers normally use to measure social share and engagement. However, you need to expand your share and engagement search (possibly through the share of voice measurement) to look for shares from other sources like developer-to-developer communities (D2D), specifically in forums, bulletin boards, or [...]

By |2019-08-28T20:36:44-04:00August 28th, 2019|Content Marketing, Content Marketing Metrics|

Metric Mythology: Click thru, conversions, and page views

What Is Metric Mythology? No, this isn’t about how metrics are useless, wrong, or meaningless. Metric mythology is a set of stories about a situation that can be exaggerated or fictitious. They can be misleading. It’s easy to forget what metrics measure and what they don’t. Here’s a quick guide to some metric mythology to keep you from misinterpreting your metrics and drawing false conclusions about your content marketing campaign. Low Click Thru Rate, Bad Content Click thru rate (CTR) means nothing if your audience doesn’t land or stick to your content. Why would that happen? One of the [...]

By |2019-08-21T14:10:59-04:00August 21st, 2019|Content Marketing, Content Marketing Metrics|