Marketing to Developers Archives · Page 2 of 4

The Dirty Word for Technical Content Marketing

C’mon. You know it. You’ve heard it. You’ve snickered at it, maybe even blushed. If you take pride in your job, you’ve even taken umbrage at it. And for technical marketing, it’s bandied about even more freely. “Lies” You’ve got it. “Lies.” The dirty word. “Marketing is a lie.” “Marketing lies to you.” Say it however you like. You can use a ten-dollar world like “manipulate” or try to dress it up to “persuade.” But like it or not, distrust is the underlying objection to marketing in general and technical content marketing in particular. With public trust in social [...]

By Yolanda Fintschenko|2019-03-27T15:03:07-04:00April 3rd, 2019|Marketing to Developers, Practitioner Content Marketing|

Download the Creating Winning Content Ebook

Winning content for content marketers targeting the modern developer and IT professional is content that interests them and delivers value. Creating winning content encompasses more than putting out an interesting blog post or white paper every once in a while. It is a commitment that requires a strong content marketing strategy connected to business goals. Well-constructed content marketing strategies include clear KPIs that are used before, during, and after a campaign. It requires a content strategy for developers and IT professionals that includes different forms of content with specific purposes including raising awareness of a technical problem, education about [...]

By Yolanda Fintschenko|2019-11-19T17:33:48-05:00March 29th, 2019|Guides and handbooks, Marketing to Developers, Writing Winning Content|

Developer Marketing Resolution: Use Sponsorships Strategically

Investing a lot of marketing dollars to reach the modern developer? Industry influencers such as celebrity developers have a ready-made audience who tune in with trust. Use sponsorships strategically to support these influencers and reach their audience. Who is an Industry Influencer? For the modern developer, industry influencers usually owe their celebrity to their technical chops and their industry exposure. Rarely are they simply industry trend experts, but are truly practitioners—or at least were recently—and can speak to current technical issues with authenticity and credibility. Sponsorships and ads placed within these communities offer credibility and brand protection, as your brand [...]

By Yolanda Fintschenko|2019-02-27T12:53:32-05:00March 13th, 2019|Marketing to Developers|

Developer Marketing Resolution: Tie your content marketing strategy to a promotion strategy

You are trying to drive modern developer engagement, correct? If you are looking for ads or content marketing alone to inspire this development (*snicker*), then you’ll be disappointed. The best way to engage the modern developer is with compelling content. But, without a promotion strategy, those developers may never know your content exists. Content + Promotion: A Winning Combination According to Evans Data Corporation’s Developer Marketing 2017 survey results, we know that the modern developer clicks through links to content advertised on newsletters from D2D communities. When we interviewed developers, we learned that they are lifelong learners who are [...]

By Yolanda Fintschenko|2019-03-18T16:02:04-04:00March 6th, 2019|Marketing to Developers, Practitioner Content Marketing|

Developer Marketing Resolution: Andify Your Practitioner Content Marketing Strategy

Tempted to look for the content marketing silver bullet to reach the modern developer? Here’s a news flash: there really isn’t one. If you’re struggling to select the most powerful type of content to influence or inspire your developer audience and prospects, it’s because the right answer for your practitioner content marketing strategy (or any strategy) isn’t “or.” It’s almost always “and.” Practitioner Content Marketing Creating an authentic voice in the fragmented market of tools and services for the modern developer can be challenging. Practitioner content marketing uses the voice of developer and IT practitioners outside your company. This voice [...]

By Yolanda Fintschenko|2019-03-18T16:02:17-04:00February 27th, 2019|Marketing to Developers, Practitioner Content Marketing|

Technical Content Marketing ROI: It Doesn’t Have to Hurt to Work

Technical content marketing is hard, and it can hurt — perhaps badly enough that you’ve given up on executing your technical content marketing strategy. Listen: “no pain, no gain” is for exercise, not content marketing. Technical content marketing doesn’t have to hurt to be effective. Check out the six pain points decreasing your technical content marketing ROI, and learn how to get your content marketing strategy working, without hurting. What Pain Points Do to Your ROI Savvy content marketers have a handle on their costs and more than a clue about the benefits. Excluding the cost of putting together [...]

By Yolanda Fintschenko|2019-03-18T16:19:58-04:00February 25th, 2019|Marketing to Developers, Practitioner Content Marketing|

Developer Marketing Resolution: Stop Over Infogating Content

What do modern developers do? Thanks to devops, more and more. In fact, your modern developer may even be an IT operations professional acting like a developer. Bottom line: your audience and your customers are BUSY. So when you make them fill out multiple fields, or give them the chance to hesitate about how their information will be used when they want to access your content, you risk losing them. The most egregious violation? Asking them for their phone number. Just don’t. Infogating – How Much is Okay? What the Data Shows Based on Evans Data Corporation’s Developer Marketing 2017 [...]

By Yolanda Fintschenko|2019-03-18T16:02:29-04:00February 20th, 2019|Marketing to Developers, Practitioner Content Marketing|

Developer Marketing Resolution: Date your customer before you ask them to go all the way

What does it mean to go all the way in a customer relationship with the modern developer? It's more than just asking them to pay. Anything from asking for information like phone numbers up to and including asking for surveys to be filled out, feedback to be given, or APIs to be written all qualify as big commitments in your customer’s eyes. These asks require a high-trust relationship. Maybe it’s time to date your customer. Why You Need Trust First We learned a lot about how developers behave from Evans Data Corporation’s Developer Marketing 2017 and 2018 surveys. Surprisingly, [...]

By Yolanda Fintschenko|2019-02-06T09:27:07-05:00February 13th, 2019|Marketing to Developers|

Developer Marketing Resolution: Create Contests That Teach

Why use contests to drive modern developer engagement? Unlike hackathons that attract a wide range of developers, often mainly students, online events like contests can engage developers with jobs, including those who influence or make purchases. However, what drives developer engagement? There are several knobs you can turn to create successful developer contests. But within the context of experimentation, managing expectations, and creating a memorable experience, there are a few guidelines that we learned by talking to developers. Based on Evans Data Corporation’s Developer Marketing 2017 survey results, we know that contests advertised on newsletters from D2D communities are likely [...]

By Yolanda Fintschenko|2019-02-27T12:54:50-05:00February 6th, 2019|Marketing to Developers|

Developer Marketing Resolution: Promote Your Content in Newsletters

The modern developer loves newsletters. 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. Evans Data Corporation Developer Marketing 2018 survey data showed that more than 40% of developers subscribe to three to five newsletters. Only 5% said they subscribed to none. That means 90% of developers [...]

By Yolanda Fintschenko|2019-03-18T16:02:42-04:00January 30th, 2019|Marketing to Developers, Practitioner Content Marketing|

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