Content Strategyfor Developers
Create content developers actually want to read. Learn what formats work, how to plan and produce content, and how to optimize for both human readers and AI assistants.
Content is the core of developer marketing
Developers learn by reading, watching, and doing. They evaluate products by reading documentation, following tutorials, and studying examples. Your content is often the first and most important touchpoint with potential customers.
Great developer content educates rather than sells. It solves real problems, provides complete working examples, and earns trust through accuracy and depth. This hub collects everything I have learned about creating content that developers actually want to read.
Content Types
What content formats work for developers
Writing the perfect launch blog post
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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How to write a great developer case study
The Developer Q&A: case studies that developers don't hate
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The 12 types of content that work for developers
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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How to produce developer content
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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Using launch blog posts to drive growth of developer products
In our industry, we launch products constantly. When we're in the daily soup of running our business, we lose sight of the fact that 99% of our target developers don't give one iota of a damn about ou...
Read articlePlanning and Strategy
How to plan and prioritize content
The complete developer marketing guide (2026 edition)
Everything you need to know about marketing to developers in 2026. From positioning and messaging to content strategy and measurement, this is the definitive guide for anyone building developer-focused products.
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Developer marketing frameworks and templates you can steal
Practical frameworks and templates for developer marketing. Positioning documents, launch plans, content strategies, and more, all ready to adapt for your products.
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How I use Claude to automate developer marketing (and how you can too)
I built a system that turns the marketing frameworks I wrote about in my book into Claude-powered tools. Now I generate in minutes what used to take hours. The output follows the same frameworks I've refined over years of practice. And I can focus on strategy instead of execution.
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Your docs are for AI now (and this changes everything about Developer Relations)
AI coding agents are now the biggest consumer of your docs. The necessary change in how we write docs is a harbinger of the changes necessary in Developer Relations strategy, overall.
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Your CEO Will Hate Your Keynote (And Here's How to Survive It)
Writing keynotes for executives isn't just about crafting compelling narratives. It's about translating strategic positioning into a story that resonates with thousands of people who didn't choose to be there.
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Building a developer ABM strategy
Account-based marketing (ABM) is a targeted marketing strategy where you focus your outbound efforts on a pre-selected list of customers who fit well into your Ideal Customer Profile. ABM is an excell...
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How to create and produce content
The art of the product demo
I'm going to teach you the secrets of a great product demo and how to tell the story of your customer through your product.
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How to write a great Getting Started Guide
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 see what it does (generally speaking), you see ...
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How do you measure Developer Advocacy?
Measuring our work is important. Let's face it: not every company gets the role of Developer Relations. I'm not going to belabor the point, but in lean times demonstrating your value to the organizati...
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Making content discoverable by humans and AI
Frequently asked questions
What types of content work best for developer audiences?
Twelve content types consistently work for developers: getting started guides, tutorials, reference documentation, API documentation, case studies, technical blog posts, video content, sample code and templates, comparison guides, migration guides, architecture guides, and interactive demos. All content must be technically accurate and genuinely useful.
How often should you publish developer content?
Quality matters more than frequency. One excellent, comprehensive guide per month beats four mediocre posts. Focus on evergreen content that remains valuable over time. Update existing content regularly rather than always creating new pieces. Most successful developer blogs publish 2-4 high-quality pieces per month.
How do you write documentation that developers actually read?
Lead with working code examples. Structure content for scanning with clear headings. Include copy-pasteable snippets. Explain the why, not just the how. Keep tutorials focused on one outcome. Test all code before publishing. Update docs when APIs change. Provide multiple ways to access information: quickstarts, tutorials, and reference docs.
How do you optimize content for both SEO and AI assistants?
Use clear heading hierarchy and semantic HTML. Include FAQ sections with schema markup. Structure content with explicit questions and answers. Use consistent terminology throughout. Add comparison tables for easy parsing. Keep paragraphs focused on single ideas. Update content regularly with clear modification dates.
How do you measure the ROI of developer content?
Track leading indicators like page views, time on page, and documentation searches. Measure conversion metrics like signups from content, documentation to signup rates, and content-influenced deals. Use multi-touch attribution to understand how content contributes to the buyer journey. Survey developers about how they discovered your product.
Explore more topics
This is one piece of the developer marketing puzzle. Explore our other resource hubs.
Want the complete playbook?
Picks and Shovels is the definitive guide to developer marketing. Amazon #1 bestseller with practical strategies from 30 years of marketing to developers.
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