Keep in mind that developer journeys are not linear. Developer audiences are very segmented, with subgroups based on a variety of categories. Because organizations and individual decision makers are so diverse, when considering the process of developer journeys, it’s important to look at the complete view. The personas that you’ve created will represent some of these audience segments. Developers come from all stages and can be programmers or engineers of any type, or even hobbyists and students.
- Web developer
- Frontend developer
- Enterprise developer
- System administrator
- Data scientist
The overarching point is to define, understand and target those you wish to engage, however you choose to segment and prioritize your audience be sure to build an understanding of their needs and address those needs in your actions. It’s also important to understand the prime motivating factors for most developer segments. The most common motivations are innovation, advancement, community, purpose, and mastery. Developers are passionate about technology and are always seeking to learn new thing and improve their skills.
4. Map out the editorial process: Get organized and productive
Now it’s time to rev up your content-focused marketing machine. Start by assigning someone to take the lead on your developer content. Allow this person to help create, manage and measure the components of your editorial plan. This will help your team stay organized, prioritize collateral, create content taxonomy, maintain content workflow, and define the ongoing content. Your editorial plan should be tactical and detailed, breaking down your marketing mission and who will be responsible for what specific tasks. This process will help you focus on the actual execution of the content itself.
While there are many details to consider, include these important considerations in your editorial planning:
- Key areas or categories for editorial coverage
- Topics in those categories to cover
- Team member responsibilities
- Content to publish and repurpose
- Accompanying social media and community messaging
- Success measurement targets
Continue by putting editorial calendar best practices into place, to remove speed bumps and waste from your content production operation. There are many free collaboration management and calendar tools available online, or it’s fine to start out using a spreadsheet. This schedule will help track your content’s progress throughout your editorial process. How you design, share and access your calendar will depend on your goals and resource allocation.
As a foundation it’s recommended to include these fields in your calendar:
- Publish date
- Content topic
- Content headline
- Channel for publishing
- Author of content
- Owner of content
- Status (continuously updated)
One of the most challenging parts of the editorial process is making sure you have enough interesting ideas in your pipeline to turn them into valuable content pieces and maintain a consistent publishing schedule. By making these documents accessible, everyone can add information, refine ideas, and help with long-term content planning.
Then look at the metrics and audience feedback to inform future content planning and determine which key performance indicators (KPIs) are most valuable to you for determining the impact of published content. These KPIs are likely to vary between channels and types of content. For blogs and social media, quantitative data like the number of views, shares, likes, and traffic growth is important, but don’t forget to understand the overall impact of your strategy. If you are trying to retain developers on your developer program, is your content making this happen? Or are they getting frustrated and leaving.
A big consideration for all of your content pieces is the tone of voice. For your B2C or B2B marketing efforts, you might have brand guidelines which outline the brands’ tone of voice, is this appropriate for your developer audience? If not it’s something you’ll want to give some thought to and you may need to create separate guidelines for your developer audience. Generally, you’ll want to establish a unified voice for your content to build trust with your audience.
Finally, consider what your publishing cadence should be. There is no universal “right amount” of content to publish. The key is to figure out how much high-quality content you can produce on a regular basis — and then maximize it through your distribution channels to reach your goals. Any technical content, should, of course, be updated when new releases and updates are made. If your technical content hasn’t had a pair of eyes look over it for a while, take a look to see if it can be refreshed – no developer will want to see reference documentation from 2006.