Picks and Shovels: tech marketing for the AI era.
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Developers need to encounter your product roughly 10 times before they convert. Every email gate, every 'request a demo' button, every forced signup destroys a touchpoint you cannot get back.
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AI can write your blog posts. It cannot run your surveys, analyze your data, or interview your customers. The last moat in content marketing is original insight.
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AI commoditizes execution. Anyone can generate a blog post. The bottleneck is no longer production. It is judgment. The marketers who can evaluate, choose, and edit will win.
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Your engineer won a CFP. They'll spend 40+ hours preparing a 25-minute talk for 100 people in a room. That's a terrible ROI, unless you turn one talk into a dozen pieces of content that reach tens of thousands.
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Every marketer will have access to the same AI tools. The question is what you do with them. Here are six skills that will separate the marketers who thrive from the ones who get replaced.
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Everyone thinks AI makes marketing cheaper. I think it makes the gap between great marketing and bad marketing permanent. I am willing to bet my career on this.
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APIs are products, and they need marketing. But API marketing differs from traditional product marketing in important ways. Here's how to build a strategy that drives developer adoption.
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Most developer content gets ignored. Here's how to create content that cuts through the noise, earns developer trust, and actually drives product adoption.
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Developer marketing continues to evolve. Here are the ten practices that separate successful developer marketing programs from the rest in 2026.
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You don't need a big budget to market effectively to developers. Here's how early-stage startups can build awareness, drive adoption, and compete with well-funded competitors.
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AI coding assistants are now the primary consumers of developer documentation. Here's the technical playbook for making your website, docs, and blog fully consumable by AI systems.
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Don't bury the lede. Learn how to write effective launch blog posts with a proven structure that gets readers' attention from the first sentence. This post covers everything from crafting the perfect opening to structuring below-the-fold content that converts.
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The Developer Q&A: case studies that developers don't hate
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One of your biggest challenges as a Developer Advocate will be determining which topics to focus on with your content. Often, Developer Advocates are given an edict to "build content and drive growth,...
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I write a lot about content. I've provided a few tips on how to create content, a process for producing content within your Developer Relations team (hint: it's not just Developer Advocates writing st...
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Plus, seven tactics to implement solution marketing on your team.
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If you've been reading my blog posts thus far, you know that a big component of my go-to-market plan is producing massive amounts of great content. This content can take the form of blog posts, white ...
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I am often asked by founders and DevRel leaders where they should focus their content efforts. I've done this work countless times at numerous companies, big and small. Take it from me. Here are seven t...
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Imagine you've seen chatter about a cool new product on social media or via word of mouth from your friends. You go to the website for this product, you get the gist of what it does, you see ...
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