Content by developers, for developers
In today’s world, software and DevOps engineers are key champions and users of IT products. Since your customers are experts in the technologies they use, and they expect your team to be experts as well. We’ll help you create content that speaks their language with confidence. Share best practices, reduce friction, and help them deliver value to their business.
Our process is to identify your goals and where we can make the biggest impact. We can help you build a content strategy that will move customers from discovery, to evaluation, and purchase. We’ll then execute on your plan with our team of over a dozen technical writers who are experts in software development, DevOps, cloud platforms, and more. We continuously stay on top of the latest industry trends, so check out examples of our work.
Technical content creation:
Great content starts with a great content strategy, and that starts with understanding your audience. Developers are tired of old-school marketing tactics that intrude on their day with “fluff” messaging. They are passionate about new technologies, learning new things, solving tough problems, and becoming great at their jobs.
If you don’t already have a strategy in place, we can help you develop one. The key is to align your business goals and readers’ interests. An effective strategy considers the reader’s job role, seniority level, channel through which you’ll communicate, stage in the customer lifecycle, and what action they need to take next.
A content calendar schedules which content will produced and when. We pick ideas that align with the content strategy, then prioritize the topics by expected impact, assign writers with the right skill sets, and finally set targets to meet key launch dates and events. It’s also important to keep your team in sync with the status of each piece as changes happen. This can be done on the calendar itself or in a separate project management solution.
Our team of technical writers will create content according to your plan. Our team includes experts in frontend and backend development, DevOps, cloud platform architecture, databases, business journalism, and more.
Developers can make great writers because they are experts at the language or system being discussed. They will bring knowledge of where your product fits in a typical developer’s workflow, its use cases, and empathy for the developer’s mindset. They can also write code examples to offer “proof” that your solution supports the reader’s system, shows how to use it, and the awesome things you can do with it.
Good writing also delivers the right level of detail without overwhelming the reader. It matches your company’s style and tone of voice, and is optimized for each channel, such as search or social media.
You need to distribute your content where your audience can find it, and your company website or blog is just the beginning. Developers are more likely to discover your company when searching for an answer to a problem, or when engaging with their communities.
Developers can create meaningful content for social media like Twitter or StackOverflow. Gaining traction in popular communities like Reddit or Hacker News can drive 10x the traffic of publishing on your corporate blog. This can also help your article get picked up by newsletters with thousands of followers. Publishers who value your content will link to it and help it content climb to the top of the search engine ranking. There, it can remain “evergreen” and drive millions of visitors over the long term. Check out our case study on How Loggly Attracted Over 1 Million Visitors with an “Ultimate Guide”.
Jason Skowronski is the founder of Dev Spotlight and lead technical editor. He started his career as a software developer at IBM Research, Microsoft, and Amazon. He switched to product management at Loggly, where he led integrations with dozens of programming frameworks and servers. He helped grow Loggly’s revenue by over 20x and assisted with the acquisition by SolarWinds in 2018. Content he’s written or managed is responsible for over 40% of all page views and has been repeatedly voted to the front page of Hacker News and Reddit.
“Jason is extremely technical, particularly around the DevOps ecosystem applications and services. He is a very clear thinker who can bring valuable insights from customers and competitors. He also can produce well written blogs and marketing materials, as well as assemble and deliver great demos.” - Vito Salvaggio, VP of Product, Loggly