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.

Newsletters: Developer Advertising at Its Most Effective

Newsletters Are Great Developer Advertising Most developers love newsletters. How do we know? It’s not just suspect open rates. Developers click on newsletter links. Are pigs flying? Did hell freeze over? Nope. Developers like to receive information about the tools and services they can use in their developer-to-developer communities — pure and simple. Say it loud, say it proud, because it’s just true. Developers Like Newsletters Who says? Well, besides the comments we received when we interviewed developers, Evans Data Corporation — that’s who. The Evans Data Corporation Developer Marketing 2018 Survey data showed that more than 40% of [...]

By |2020-01-22T01:08:29-05:00January 28th, 2020|Content Marketing|

Balancing Branding and Activation Advertising for Developer Audiences

Why Strike a Balance? As we talked about in making your brand top of mind, brand recognition is inextricably linked to the next step a consumer will take, whether it is to move your brand from long-term to short-term memory, or to act. Activation ads ask the consumer to take an action, which for digital advertising usually begins with a click. Then they may continue to promote a consumer action.  The developers we interviewed in our Meet the Developer series said that they are much more likely to click on links from brands they recognize versus brands they don’t. [...]

By |2020-01-14T22:19:53-05:00January 21st, 2020|Content Marketing|

Make Your Brand Top of Mind for Developers

Developers Are Consumers First It’s tempting to characterize developers as a completely different species, rather than an audience with specific distinguishing characteristics. But the developers we interviewed in our Meet the Developer series have said many of the things you’d expect from any consumer — among them, that they are much more likely to click on links from brands they recognize versus brands they don’t. And so here we are, discussing how to make your brand recognizable and more importantly, memorable. Begin with Trust The author of the book Top of Mind, John Hall, wrote a blog post that [...]

By |2020-01-14T12:29:47-05:00January 14th, 2020|Meet the Developer|

Developer Advertising Strategy Principles

B2B Plus D2D Developers are fundamentally consumers like anyone else. Like other B2B audiences, they look for information about the tools they need through industry media and sites, search engines, peers, and social media. Within these sites, they spend a lot of time on developer-to-developer (D2D) communities. These can include communities built around technical discussions and articles (like CodeProject), or those built around an industry influencer like Alvin Ashcraft’s blog featuring curated content (Morning Dew).  For brands to advertise successfully in these environments, it’s important to employ these developer advertising strategy principles. Advertising Is a Marathon, Not a Sprint [...]

By |2020-01-06T13:35:11-05:00January 7th, 2020|Advertising to Developers|

5 Must-Haves For Developer-Friendly Advertising

Developers look for information much in the same way as any other consumer. They use search engines, peers, and social media. But unlike the average consumer, they also rely heavily on developer-to-developer (D2D) communities, and newsletters from these communities that alert them to technical content and news. Within the context of their D2D environment, they do consume advertising like banner ads. And, the good news is, they don’t necessarily hate advertising...provided it comes in a form they appreciate with information they can use. Thanks to our own anecdotal evidence from our Meet the Developer series and the good people [...]

By |2019-11-21T12:19:19-05:00November 22nd, 2019|Advertising to Developers, Marketing to Developers|

Your Developer Community Technical Content Starter Guide

Developer Community Building 101 There are many sources of developer community building information, including conferences (DevRelXCon), training, and articles. An interesting article about developer community building best practices by SparkPost CMO Josh Aberant made it to a mainstream marketing media site, MarketingLand. This worthy piece invited the question: What content accompanies these useful best practices? The 6 Best Practices Josh Aberant offered these best practices: Research what kind of members you want to attract, so you’re able to draw them in with authentic interactions and relevance. Put a plan in place before you launch, making sure you’ve got perfect [...]

By |2019-11-20T17:09:46-05:00October 30th, 2019|Content Marketing, Maximize Content|

Talk Technical to Me: Voice Search and Developer Content Marketing

Really, though? Really. Even for technical information, voice search is on the rise, and developers, DevOps teams, and other IT professionals are using it. Don’t believe us? Believe Evans Data. Results from their  2019 Developer Marketing Survey reveal that developers commonly use voice-activated search or voice-recognition-based search to look for technical information. How common is it?  >60% said that this activity occurs at least a few times per week. Now what? Start simple. There are some voice-activated search principles that translate into creating content across markets, including developers. The translational voice-activated search principles for technical content are common sense [...]

By |2019-09-18T06:48:33-04:00October 23rd, 2019|Content Marketing, Maximize Content|

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 |2019-11-05T17:00:42-05:00October 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 |2019-11-05T17:01:17-05:00October 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 |2019-11-05T17:02:03-05:00October 9th, 2019|Maximize Content|