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.

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|

Meet ContentLab Author Allen O’Neill

More Than a Developer You might remember Allen O’Neill from his interview about how he perceives advertising in our Meet the Developer series. And from that interview, you may have inferred that his participation in the CodeProject developer community means that he is also a technical author. Besides contributing to CodeProject, he is a proud contributor to ContentLab, our end-to-end expert content creation service. His start — building computers as a boy. He came back to programming by way of being a musician. The Person Behind the Keyboard Tell me about yourself. Where did you grow up, where do [...]

By |2019-08-01T14:36:45-04:00August 16th, 2019|Meet ContentLab IO|

Developer Sentiment

Sentiment Defined Sentiment as it regards to marketing and PR usually refers to social sentiment, which is the emotion associated with your brand when it is mentioned on social media. It can also be a measure of the tone of articles mentioning your brand or competitors. Either way, it is a measure of your brand creating positive or negative associations. What Is Developer Sentiment? Developer sentiment refers specifically to the emotion and tone that developers use when mentioning your brand. If your business depends on developer adoption or influence, developer sentiment is important to understand and to influence. But [...]

By |2019-08-21T14:11:12-04:00August 14th, 2019|Content Marketing, Content Marketing Metrics|

How to Calculate your Content Marketing ROI

What Is It? Content marketing return on investment, or ROI, is a ratio of the return of your content marketing campaign in whatever units are important to you (usually currency), divided by the cost in the same units (again, usually currency). While the units must be uniform in order to create a dimensionless number to draw comparisons, inputs can include other units of measure — like staff hours — that are converted to a currency unit. It’s pretty simple, so why does it feel so hard? Probably because many times even a successful content marketing campaign is hard to [...]

By |2019-08-21T14:11:22-04:00August 7th, 2019|Content Marketing, Content Marketing Metrics|

Meet ContentLab Author Marcelo Oliveira

A Playful Core with a Professional Finish Like so many of the developers I’ve talked to, Marcelo’s love of programming began in his  youth, and with programming games. As with many writers who write in a developer community, Marcelo likes to interact with his peers and give back to the community. The original spark of playfulness and creativity that inspired him as a teen developer holds strong as a now-mature developer, in sharing what he has learned with a wider developer audience. He brings that creativity and playfulness into authoring content too, using a variety of tools to come [...]

By |2019-07-29T16:23:39-04:00August 2nd, 2019|Meet ContentLab IO|

How Technical Content Influences Brand Awareness And The Metrics That Matter

Talk Technical to Me Brand awareness is typically measured using a variety of metrics. Surveys tend to be useful, with logo recognition and brand recognition helping build out that data. Other metrics that can flesh out the picture of brand awareness include share of voice and net promoter score. For companies marketing to developers, technical content influences brand awareness, perception, and trust. Metrics That Matter Share of voice is historically defined in terms of advertising and PR, but it is now applied to marketing. From a PR standpoint, it is a measure defined as the number of conversations being [...]

By |2019-08-21T14:11:30-04:00July 31st, 2019|Content Marketing, Content Marketing Metrics|

Is a Blog Frequency of Twice a Week Enough?

Conventional Wisdom (?) One way to reach the modern developer is by offering them technical content regularly on your company’s blog.  Based on anecdotal experience, we recommend a blog frequency of at least twice a week. However, thanks to HubSpot, there is new data about blogging for B2B marketing that suggests the frequency should be higher, begging the question, “Is a blog frequency of twice a week enough?” More Is More According to HubSpot’s blog post "How Often Should Companies Blog?" (with benchmark data updated in 2019): “B2B companies that blogged 11+ times per month had almost 3X more [...]

By |2019-08-21T14:12:01-04:00July 24th, 2019|Content Marketing, Content Marketing Metrics|

Meet ContentLab IO Author David Gray

Experience Counts It’s always a pleasure to meet practitioner authors, in part because they have such varied backgrounds. What is surprising is how despite that, the unusual things they have in common. Two of the ContentLab IO authors started in accounting, one moved to programming by chance, the other by intention. Introducing David Gray, whose strategy was to understand the language of business (money flow) first, and then the programming skills to create the platforms to facilitate how companies do business. He’s experienced business workflows before and after the explosion of APIs, serverless, and devops. He brings his wealth [...]

By |2019-08-06T21:20:38-04:00July 19th, 2019|Meet ContentLab IO|

How Long Should You Wait? Content Marketing Campaign Result Timelines

The sad, sad reality of technical content marketing is true for pretty much all content marketing campaigns: they need time to build steam. Expect to see results in 6 months with organic traffic, brand awareness, and share of voice/share of conversation continuing for up to 2 years. Our experience gleaned from our clients bears that out, as well as the experience of several others. However, there is some dependence on the type of campaign, the desired result for your company, the metrics you are focusing on, and some factors contributing to success that you can influence. When Will I [...]

By |2019-08-21T14:12:08-04:00July 17th, 2019|Content Marketing, Content Marketing Metrics|

Content Marketing Tactics Include Developer Challenges

Satisfy Learning Junkies People love showing off, especially to their peers. Developers are no different. Developers are also addicted to the bright, shiny object. The new thing. And that means they are kind of learning junkies. Modern IT professionals are no different. Evans Data Corporation’s latest Developer Marketing Survey bears that out, with >80% of developers claiming they are likely to share tutorial content with their peers. Keep It Fresh Sharing is great. But what about inspiring developers to take one more step and use the bright shiny object? What about getting developers to write about their use cases? [...]

By |2019-08-06T21:31:33-04:00July 10th, 2019|Content Marketing|