Inside-out content
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Content that starts from your product and shows developers how to use it, including tutorials, feature guides, and product documentation.
Inside-out content starts with your product. Tutorials on how to use your API. Feature guides for new capabilities. Migration guides for upgrades. Product comparisons. Everything that helps developers who already know about you use your product more effectively.
Inside-out content converts. A developer who reads your tutorial on 'Building real-time dashboards with [product]' is actively evaluating or using your product. This content moves them deeper into the developer journey.
The mistake is making all your content inside-out. If every piece of content is 'How to do X with our product,' you only reach developers who are already aware of you. Outside-in content handles awareness. Inside-out content handles adoption and retention.
Examples
A product tutorial as inside-out content.
The tutorial walks through building a webhook integration with the product's API. It is specifically about the product. Readers are developers who are already using or evaluating the product. The tutorial increases their proficiency and confidence.
A migration guide helps existing users upgrade.
The content details every step of migrating from v2 to v3 of the API. It includes code examples, breaking change explanations, and a troubleshooting section. This inside-out content prevents churn by making the upgrade as painless as possible.
Inside-out content supports sales conversations.
When a prospect asks 'Can your product handle [use case]?', the sales rep sends a link to the relevant tutorial. The inside-out content does the technical selling that the sales rep cannot do as credibly.
In practice
Read more on the blog
Frequently asked questions
What percentage of content should be inside-out?
About 30-40% of total content output. Enough to support developers at every stage of product adoption. But if more than half your content is product-focused, you are not reaching enough new developers. Balance inside-out with outside-in.
Who should create inside-out content?
Developer advocates, technical writers, and product engineers. Inside-out content requires deep product knowledge and the ability to explain technical concepts clearly. It is often created by people who use the product daily.
Related terms
Content that addresses topics your audience cares about broadly, attracting them before they know they need your specific product.
A step-by-step guide that teaches a developer how to accomplish a specific task or build a specific project using a product.
Written resources that explain how to use a product, including guides, tutorials, API references, and troubleshooting information.
The plan for creating, publishing, and governing content that achieves specific business goals for a defined audience.
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