Category: developer-marketing

One of the most common questions clients ask us about the developer-focused content we write is where they should publish and syndicate each piece of content. Should the content be published on their blog first? Or published somewhere with more organic reach like Medium or Dev.to? Will publishing on third-party platforms hurt SEO rankings? These…

Technical content is a unique wing of content marketing — one that may not lend itself to the kind of expansive creativity associated with building a content library in a non-technical industry. Traditional team brainstorming doesn’t always cut it when you’re marketing software to experienced developers. But we work with over 50 companies who all…

As tech advances, the content we produce about it should also evolve: demo videos, blogs, social posts — and yes, even tutorials. As straightforward as they may seem, tutorials hold a world of potential for building trust with your audience of developers. But finding people who know how to write a tutorial that consists of…

If you’ve ever attended a tech conference — or any industry conference, for that matter — you probably have vivid memories of just one or two talks. The others most likely faded into the background along with the boozy cocktail hours and buzzy panel discussions. A great conference presentation doesn’t have to be a keynote;…

A few years ago, I started speaking at developer-focused conferences regularly. For me, it was a fun way to meet people, find new engineers to recruit, and share helpful information with the community, but along the way, I met my first developer advocates. As more businesses create tools, APIs, and services aimed at software developers,…

One of the challenges many business-to-business marketers face is selling a complex product to a knowledgeable audience. For example, companies like Okta, SendGrid, and AWS must convince software developers—often a skeptical audience—that their tools are up to the job. This means that even non-technical marketing and salespeople at these companies might be asked in-depth technical…

We recently started supporting our clients at Draft.dev with keyword research which, given our unique position, has generated some exciting opportunities. We work with an array of clients, targeting different kinds of customers, in a hyper-defined niche: software development. Developer marketing is unique. It moves fast, and new terms are being popularized constantly. These factors,…

Developers have a reputation of being averse to marketing, but that’s not necessarily true. Developers—like most savvy buyers—are averse to pushy, inept marketing, but with hundreds of thousands of software developers out there, it’s naive to speak about them in broad strokes on any topic. The truth is that developers are gaining more purchasing power…

Business-to-developer marketing (often shortened “B2D marketing”) describes marketing initiatives designed to reach software developers. As a former software developer, I can tell you that devs are a notoriously difficult group to market to. They’re tech-savvy, generally skeptical, and often use tools like adblockers to prevent popups and banner advertisements from reaching them. At the same…

The best technical blogs have a clear audience and defined goals. Today, I’m going to share the three questions I ask every client I work with at Draft: Q1: Why are you writing? I don’t know why I started writing. I don’t know why anybody does it. Maybe they’re bored, or failures at something else.…