Why Content Marketing?
Useful technical and non-technical content should be at the core of your developer program.
We all know traditional marketing tactics and techniques are no longer proving to be effective and that’s especially true in the developer world. Brands need to differentiate, add value, gain trust and build a strong reputation through all touch-points they have with their target audience, which is increasingly challenging in a rapidly noisy and disruptive digital era. Content marketing is a powerful tool that can enable brands to have solid and long-standing relationships with developers.
The Content Marketing Institute defines content marketing as:
a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
For content to resonate with developers it needs to be helpful and add value, great content should also be thought-provoking and inspire developers to do what they do best, innovate. Content for developers should aim to help them solve problems, enable them to be innovative and of course, it must be accessible and easy to find.
Finding the time, resources, technical acumen, and right distribution channels can be difficult. In our experience working with teams across the whole spectrum, from well funded startups to Fortune 100 companies, we’ve been able to identify the following common challenges:
These problems are not uncommon in any business and are organic challenges that are part of the life of a developer marketer. Companies that prioritize growth over vanity and act quickly to correct these deficiencies tend to win the long race. Today’s speed of innovation and technology adoption alter the complexities and challenges of marketing developer programs and platforms and developer program managers and marketers can’t afford to invest in content creation and promotion without seeing both short and long-term results.
The Content Marketing for Developer Program solution focuses on addressing these business challenges, in a bespoke and tailored way specifically for teams responsible for the success of developer programs and platforms.
Content strategy, production, distribution, and amplification are the foundation of our program. We make sure your content reaches the right developer audience and at the appropriate stage of their technology adoption journey.
A great content marketing strategy places the focus on the continual growth of the audience as an asset with many, many attributes. These are people who trust us, engage with us, want to hear from us, and will – over time – exchange value with our business in many ways.
How This Program Can Help You
Bespoke digital assets created and distributed to stimulate interest and facilitate technical understanding.