Writing for Developers:
How to Engage Them with Content Marketing

Writing for developers can be a daunting task, especially for startup marketers trying to break into the technical space. We recently interviewed Eric Dietrich, CEO of Hit Subscribe, to explore a blueprint for connecting with developers authentically. 

1. Authenticity is Non-Negotiable

Developers are notorious for their keen sense of inauthenticity. They have built-in BS detectors, honed by years of dealing with recruiters and marketers who don’t quite understand their world. “It can sometimes feel like walking into a lion’s den because developers have a good sense of picking up on inauthenticity, even if they don’t realize that’s what they’re doing,” said Dietrich.

To resonate with this audience, transparency is key. The worst thing a marketer can do is pretend to know more than they do. Instead, openly acknowledge your expertise — or lack thereof — and focus on offering genuine value. Writing for developers requires an understanding of their specific needs and challenges, so it’s crucial to offer developer marketing strategies that work and are relevant.

2. Understand Developer Relations (DevRel)

Developer Relations is a specialized field that merges software engineering with content marketing for developers. Unlike traditional PR, DevRel is deeply embedded in the technical. “I think the most succinct way to explain developer relations is that it is the fusion of software engineering and content marketing,” said Dietrich. To do this well, you need to have at least a basic understanding of coding or software engineering.

For startups looking to enter this space, it’s important to realize that DevRel isn’t just about promoting your product — it’s about fostering a community around it. This means creating tutorials, documentation, and other content that helps developers solve problems or learn new skills, which are critical aspects of developer evangelism.

Key Skills for DevRel:

• Communication: Whether through technical copywriting, speaking, or video, being able to clearly explain complex technical concepts is crucial.
• Educational Ability: Teaching is at the heart of DevRel. You need to be able to break down complicated topics into digestible information.
• Technical Knowledge: While you don’t need to be a coding wizard, a basic understanding of the technical landscape you’re operating in is essential.

3. Community Engagement Over Traditional Marketing 

Traditional marketing tactics often fall flat with developers. Instead, focus on community-driven approaches. Developers prefer content that is peer-reviewed and community-curated. Platforms like GitHub, Reddit, and Hacker News are where developers congregate and share knowledge. If you’re trying to engage with them, these are the places you need to be.

Effective Channels to Reach Developers:

• GitHub: Engage directly with developers through pull requests, issue tracking, and contributing to open-source projects.
• Hacker News & Reddit: Use these platforms to share content, but be aware that your posts will be subject to upvotes and downvotes. The community’s response will make or break your outreach efforts.
• Blogs & Video Content: Developers often turn to blog posts and YouTube videos to solve specific problems. Focus on creating content that is concise, practical, and to the point — best practices for technical copywriting are crucial here.

4. Create Content with a Purpose

When writing for developers, it’s crucial to stay focused on solving specific problems. Developers often come across your content while searching for solutions to very particular issues. If your content isn’t immediately helpful, they’ll move on. Visualize your audience as someone you know and respect, and write content that directly addresses their needs.

Tips for Writing Developer Content: 

• Be Concise: Avoid long-winded explanations. Developers want to get to the solution quickly.
• Stay On Topic: Don’t overload your content with unnecessary details. If they searched for a specific error, help them fix it without any fluff.
• Use Real-Life Examples: Provide concrete examples or scenarios where your advice can be applied. This makes your content more relatable and useful.

5. Leverage Community-Generated Content 

Content marketing for developers doesn’t have to be expensive. One of the most cost-effective strategies is to engage the community itself. By encouraging developers to contribute tutorials, guides, or blog posts, you not only get content created by experts, but you also deepen their connection to your brand.

How to Encourage Community Contributions: 

• Pay for Contributions: Offering even a small payment shows that you value the contributor’s work, which can make them more likely to participate.
• Promote Their Work: Feature their content prominently on your platform and give them credit, which can motivate others to contribute as well.
• Foster a Sense of Ownership: Make contributors feel like they are part of a larger mission. This can be particularly effective in open-source communities.

Reaching developers is no small feat, but with the right approach, it’s entirely possible. By being authentic, focusing on community engagement, and creating purposeful content, you can build a strong connection with this discerning audience. Remember, they value transparency and usefulness above all else, so let those principles guide you when you’re writing for developers. They are more receptive than people might think, or at least more understanding and tolerant — if the content is reasonable and the approach is authentic.

By integrating these insights into your strategy, you can effectively tap into the developer community and create lasting relationships that benefit both your brand and your audience.

Firebrand’s content marketing services can help you connect with even the hardest to reach audiences. Learn more about the strategic and tactical support we provide.