Creating Content for Developers 101

How do you make effective developer-focused content??

Marketing to developers requires you to throw your typical content marketing handbook out the window and learn how to connect with a different breed of audience. While there’s overlap between the content strategies, there are some key differences that position developer marketing as a separate branch of content marketing entirely. ?

Enterprises are increasingly looking to their tech teams as critical to lead business decision-making when evaluating tool purchasing. However, developers don’t have the time to dig through another “innovative” business solution, or an “empowering” product. They’re an audience that requires facts upfront—and this is where the common sales process and content strategies tend to come up short.??

Let’s highlight some key differences between traditional content marketing and developer-focused content marketing. Keep in mind that while “developers” are not one monolithic entity, there are commonalities that can apply to a broad segment of developers and technical audiences.??

Show me the code. And some screenshots.??

Adding code is one of the clearest departures from non-technical content creation. Code is what sets developer marketing apart. It's the differentiator for developer-focused content because it’s the most useful and concise way of communicating. The code you provide can help developers assess if a solution is relevant and valuable to them.??

It’s the tool of the trade. ?

However, great code alone is not enough. Be mindful to supply the information in practical ways that make sense with usability in mind. Here are some tips for including code more effectively in your content:?

• Add context around your snippets. Provide the what and the why.?
• Include code as plain text and with line numbers. This is more useful than providing code as images.?
• Your code should work. Make it simple and remove guesswork. Tell the reader exactly how it can help them.??
• Show the final results. Demonstrate how all the pieces fit together to show if your solution is what your audience actually needs or wants.?

Ultimately, make sure your code is clean and easy to replicate. Code isn’t useful or valuable if it can’t be replicated. If it’s not easy for an audience to test your product, then they won’t believe that your solution will work for them.?

A note on screenshots?

?Sometimes an image is better suited to explain a tough concept rather than long-winded descriptions.??

A well-done and relevant screenshot shows the developer exactly what they’re building at a glance, and gets your audience the information they need quickly.??

Get to the “Ah-hah” moment quickly.??

“The aha moment is a moment of sudden insight or discovery. In software, it’s the pivotal moment when a new user first realizes the value of your product and why they need it.”?

-?Katryna Balboni, Content and Community Director at User Interviews?

?Allow developers to get to your solution quickly and painlessly. Remove barriers to friction such as gated content and credit card sign ups behind.??

And don’t stop there. Deliver more “ah-hah moments” with your supporting written content.?

Put the problem up front. Get to the meat of your purpose quickly—no long product history needed. And avoid making readers scroll through miles to find what they need.??

Here are some more ways to structure developer-focused content for maximum impact:?

• Put the prerequisites front and center.?
• Put dates on articles.??
• Give all the basic details first—who, what, where, when, why—and then dive deeper.??
• Prioritize what’s most important to the reader and front load that information in a logical order.?
• Lead the reader where they need to go next.??

Features, not benefits—and skip the flourishes.??

This is where content marketing to non-tech audiences gets flipped on its head. Effective developer-focused content should lead with features before benefits. ?

Start with why your solution exists. Answer what it does and for who. ?

Once the features are laid out, benefits and supporting information can be weaved into a narrative.??

The decision-making process of technical audiences is different than other audiences, so structuring your content to be features-first will prove to be more effective. The typical developer may evaluate a solution like this:?

• Does this have all the features I need??
• Am I able to test the code, view screenshots, or demo the product easily??
• Is there current documentation and supporting resources??

Developers don’t typically have the patience or time to sift through vague promises, jargon, or content that lacks clarity. So, it’s important to get developers on the hook quickly, capture their interest, and then tell your story. Benefits are still important—but the way they are incorporated should look different when writing developer-focused content.??

-- Want the full scoop on creating effective developer-focused content? Read the full article on ContentLab.