Why Developer Role Segmentation Impacts Tech Content Marketing Campaigns

It’s Complicated Understanding the specific demographics of your content marketing audience is important, and generational segmentation is key. But it’s more complicated than that — 68% of technical content marketers told the Content Marketing Institute their top challenge in 2019 was addressing a wide variety of roles. For technical content marketers, audience segmentation by developer role is critical. Why Segment The Influencers, Users, and Gatekeepers? According to data presented by Developer Media from a CodeProject survey, 35% of the developers who responded reported they rejected tools. Another 30% revealed they don’t have to reject tools — they have full [...]

By |2023-03-06T10:08:12-05:00February 5th, 2020|Content Marketing|

Tech Content Channel Distribution Best Practices

Come Out, Come Out Wherever You Are Developer audiences abound in a wide variety of channels. It’s important to know where to find them, and then think about which channels may appeal more to your generational segments. We went into this in some depth last year, but let’s take a look at some of the highlights. Where Are Developers? It’s important to remember that while developers are on Twitter, Facebook, and Linkedin, they also look for content in developer-specific digital environments like D2D communities, developer influencer blogs, and media-specific platforms. Social Networks.  Matthew Pruitt, Head of Global Community and [...]

By |2023-03-06T10:08:37-05:00January 29th, 2020|Content Marketing|

Technical How-to Best Practices for Multigenerational Appeal

A Technical How-to vs. a Technical Tutorial Technical tutorials give a lot more background and information, and may incorporate how-to’s within a broader context that gives much more detail about why, what, and how. Technical how-to’s more narrowly focus on completing a specific task with a specific tool, platform, or technique. Developers with more experience may find how-to’s more useful, whereas those new to their careers may find tutorials more useful as they are still obtaining more general knowledge about their field. When Evans Data Corporation asked developers about the technical content topics they were most interested in — [...]

By |2023-03-06T10:08:39-05:00January 22nd, 2020|Content Marketing|

Beyond Content: Tips to Boost Search Traffic

Developers Rely On Search Engines Increasingly, developers are relying on search engines to find their technical content. As you can imagine, at ContentLab, we frequently work with clients to help raise their profiles in Google searches. Usually, we focus on developing concepts for actionable, high-quality technical content to help provide a leg up in attracting organic search traffic. But sometimes when reviewing the content offerings of clients, we find that there are opportunities for some easy, impactful gains — simply by adapting and optimizing their websites. Tips to Improve Your Content’s SERP Performance Here are a few things we [...]

By |2023-03-06T10:08:43-05:00January 10th, 2020|Beyond Content, Content Marketing, Content Marketing Metrics|

The Importance of Generational Segmentation for Successful Technical Content Marketing

The Top Challenge for Technical Content Marketers When the Content Marketing Institute asked technical content marketers what their top challenge was in 2019, 68% said: creating content for multiple roles. Even tech content marketers who consider themselves extremely successful struggle (66% of top performers compared to 68% of tech content marketers overall). Identifying multiple roles, as an issue, is still ambiguous. This encompasses different responsibilities (managers vs. individual performers); different programming skill sets (front-end vs. back-end, for example), and different levels of experience. Experience often correlates to age (not always, but assuming a typical educational trajectory, more years since [...]

By |2023-03-06T10:08:45-05:00January 1st, 2020|Content Marketing, Marketing to Developers|

Zero to Hero: Less Time in the Valley of Suck

The Valley of Suck Anyone who has created anything has experienced this valley. Creatives are making something new, and to succeed, they need to acquire new tools, knowledge, and experience. And that process requires repeatedly being thrown into the valley of conscious incompetence, a.k.a. The Valley of Suck. If you have a technical audience, they are thrown into this valley more times than they can count. There’s no avoiding it, but you can help your technical community get out of it as quickly as possible. Minimizing Valley Time Cliff Simpkins, Director of Azure Developer Audience Marketing, introduced this metric [...]

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 |2023-03-06T10:09:12-05:00October 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 |2023-03-06T10:09:12-05:00October 23rd, 2019|Content Marketing, Maximize Content|

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 |2023-03-06T10:09:13-05:00October 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 |2023-03-06T10:09:14-05:00October 9th, 2019|Maximize Content|
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