Proprietary research is the only content moat left
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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Picks And Shovels
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What is technical marketing?
Technical marketing is what happens when your buyer is technical. In 2026, every buyer is becoming technical. APIs, configs, and agentic interfaces mean the principles of developer marketing now apply to all marketing.
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I built agents that work while I sleep
A lightweight agent system that runs on my Mac, reuses every MCP server and skill I've built up in Claude Code, and gives me guardrails I actually trust. Here's what it does and how it's built.
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I built my own Granola (and why you shouldn't)
Building your own meeting transcription app is a great learning exercise. It is also a terrible financial decision.
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Good marketing in the AI era
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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Lifecycle marketing for developers
Most lifecycle emails for developer products are spam with better targeting. The fix is behavioral triggers, not better copy.
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If Picks and Shovels had one more chapter: marketing to AI agents
I published the book in 2025. If I were adding one chapter today, it would be called Marketing to AI Agents. Here are the three ideas I would put inside it.
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Agent Skills for developer marketing: Picks and Shovels in your AI workflow
I turned my book on developer marketing into Agent Skills. Now Claude can apply the frameworks directly to your product launches, positioning, and GTM strategy.
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Does positioning still matter?
AI agents can read your docs, evaluate your capabilities, and match you to customer needs without a positioning statement. So does positioning still matter? The answer changed my thinking.
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