Developer Marketing Does Not Exist: Recent Episodes
EveryDeveloper
To reach a technical audience, you can’t bring typical marketing tactics. Developer Marketing Does Not Exist is a book and podcast to show you how to engage developers with meaningful content. It helps you dig deep to understand and communicate around developer problems, then guide them through a solution.
What action(s) should someone should take after reading Developer Marketing Does Not Exist? And what actions should you take after listening to this podcast?
- Read the book
- Take action
- Reach out to EveryDeveloper
How important is the developer audience to your business as a whole? If you're developer-focused, it's much more likely you need a developer relations team versus if developers are enabling other teams with the tools. In that case, it's less likely that you would need multiple people working directly with your developer community. Also:
- What roles do you need in dev marketing or whatever you call this thing that doesn't exist?
- What's the least I need to get started attracting developers?
- Can I just start publishing content and see what happens?
Is advertising really developer content? There are plenty of areas of advertising and sponsorships that require a content strategy. And sponsorships are more likely than advertising to work with developers:
- Why are sponsorships more likely to work with devs?
- Remember the developer currency
- How can ads work?
Using tools as marketing is different than having a great product.
- How do tools attract devs?
- What are Runscope founder John Sheehan's three best practices?
- Don't require a sign-up
- Do one thing well
- Make it free
- What are Adam's two additional rules?
- Give it its own home
- Keep it relevant to your product
Read the Tools as Marketing chapter from Developer Marketing Does Not Exist for more on the Runscope playbook and other tool examples.
What company doesn't run on open source?
From the Open Source & Community chapter of Developer Marketing Does Not Exist, Adam discusses how to use the Developer Content Mind Trick to think of open source as a competitor.
Adam also explains that the developer currency is knowledge (and altruistic knowledge sharing).
Why include events in Developer Marketing Does Not Exist? An event could be the first (or most impactful!) place that someone hears about your product or company.
Because developers love to figure out how things work, some of the best approaches from conference sponsors include contests of skill, like Neil Mansilla's puzzles.
Adam explains why guides should describe a problem that might not be entirely a developer problem, à la Gremlin’s Chaos Monkey Guide for Engineers, along with:
- What's this Developer Content Mind Trick hooey?
- Where can I get a Blackwing 602?
Tutorials may be a type of blog post, but a tutorial does not always sit on the blog. So:
- Why did you separate tutorials from blog posts?
- What tutorials do I need?
- What's the structure of a tutorial?
- I've seen Stripe and Twilio do some creative tutorials... can I experiment with the format?
Blog posts are the most likely way for a developer to be able to find you. But:
- Do developers even care about company blog posts?
- What's the difference between a blog and a publication?
- How do I find writers? (Is that even the right question?)
- How many posts should we shoot for?
Developer experience is foundational. Even if you're attracting developers with your content and eventually to your product, they're going to discover your developer experience. So:
- Why start with DX?
- Is DX really marketing?
- What are the most important DX criteria?
From the introductory chapter of Developer Marketing Does Not Exist:
- What’s with the spoon?
- What do you mean that dev marketing doesn’t exist?
- What makes devs such a difficult audience?
- Does the same approach work with other audiences?
- No, really, why the spoon?
An overview of the podcast, the book, and how you can reach more developers with authentic technical content.