A perfect combo: content that sells from engineers who write

We get over 60% of leads from our content, written or delivered at conferences around the globe by our own engineers (not marketing people!) I magnify their voices, help them hone their stories, and connect to their audience of peers with impactful content. And oftentimes, it requires a lot of motivating engineers (we’ve tried dozens of perks!) to contribute their stories beyond the solutions they build. Oh, yes, and motivate their bosses to take a closer look at our solutions and services.

Open Source Founders Summit 2024

Transcript

1. A PERFECT COMBO: CONTENT THAT SELLS FROM ENGINEERS WHO WRITE Olga Rusakova Open Source Founders Summit 2024
2. Lack of time Requires writing talent No desire to mess with marketing Don’t know how to start ⌛ ✍ 🎉 🎉 🎉 WHY CONTENT CREATION IS SO HARD? Cannot fi nd interesting topics Afraid of negative feedback Imposter syndrome 🎉 🎉
3. Help developer- fi rst startups 
 build, launch and grow In-house open source startups twitter.com/evilmartians · mastodon.social/@evilmartians · evilmartians.com
4. Product development consulting for developer- fi rst startups Product development consulting for developer- fi rst startups
5. OUR COSS PRODUCTS AnyCable Realtime server for reliable two- way communication Learn More imgproxy Fast and secure standalone server for image optimization Learn More
6. LEAD - GEN POSTS IN 2023
7. OUR TOP 3 MOST VIEWED POSTS
8. HOW TO MAKE YOUR CONTENT SELL
9. - Don’t adopt/buy a product from the fi rst time they see it - Are informed buyers - Highly motivated by multiple positive feedback from their peers - Buzzwords are a red fl ag for them - Developers are decision-makers and purchasers of software in many companies. DEVELOPERS AS BUYERS
10. THAT’S WHY BUILDING, GROWING, AND RETAINING DEVELOPER TRUST IS EVERYTHING.
11. Guides and checklists Hot challenges solutions Best practices Game-changing content «Outrageous» content «Blended» case studies Use cases Deep expertise in tools/technologies Deep industry expertise POPULAR CONTENT SELLING CONTENT 🎉 🎉 🎉 🎉 🎉 💰 💰 💰 💰 SELLING CONTENT HAS NOTHING IN COMMON WITH POPULAR CONTENT ≠
12. Guides and checklists Hot challenges solutions Best practices Game-changing content «Outrageous» content 🎉 🎉 🎉 🎉 🎉 POPULAR CONTENT IS FOR DEVELOPERS 🎉
13. SELLING CONTENT IS FOR DECISION - MAKERS 💰 «Blended» case studies Use cases Deep expertise in tools/technologies Deep industry expertise 💰 💰 💰 💰
14. EXAMPLES OF GAME - CHANGING CONTENT
15. EXAMPLES OF OUTRAGEOUS CONTENT
16. EXAMPLES OF BLENDED CASE STUDIES
17. DEEP EXPERTISE: RUBY ON RAILS
18. DEEP INDUSTRY EXPERTISE: DEV TOOLS
19. DEEP INDUSTRY EXPERTISE YOU DON’T ONLY INFORM — YOU GUIDE!
20. Social media Blog platforms (Dev.to, Medium, Substack, etc.) Podcasts Newsletters Reddit Hacker News Articles in external media Posts in fellow/partners’ blogs Videos TYPES OF CONTENT Screencasts Webinars Benchmarks Tutorials Product Hunt/DevHunt launches Books Whitepapers GitHub’s README Documentation 18+
21. READMES SELL TOO!
22. THE BIG SECRET OF SUCCESSFUL CONTENT DON’T MARKET TO DEVELOPERS; HELP THEM FIND A SOLUTION FOR THEIR PROBLEM — AND SELL THAT.
24. BUZZWORDS: “INNOVATIVE”
25. BUZZWORD: “LIGHTNING - FAST”
26. HOW TO MOTIVATE DEVELOPERS TO WRITE
27. DON'T BUILD A CONTENT TEAM -Added writing to developers’ job responsibilities -Money rewards -Gadgets for the most productive authors -Corporate swag -Prize cups/plates -Parties for best authors Fake smiles! 🙃
28. BUILD CONTENT CULTURE 🔥 MOTIVATION SYSTEM - Recognition - Transparent fi nances - Bonuses and job promotions 🤗 SUPPORT SYSTEM - Allocated time for writing - Couching and training - Editors
29. PERSONAL REASONS TO WRITE - Skill development - Career opportunities - Contribution to the community - Talent visa/Work permit support - Finding friends/like- minded people - Get contributors for your open source - Fame ✍
30. WHY SHOULD DEVELOPERS WRITE?
31. OUR RESULTS Team of 46 2020 2021 2022 2023 Q1 2024 Articles 25 29 38 44 12 Authors 16 21 28 25 12
32. SUMMARY: TO - DO LIST - Meet your developers and explain to them why you/they need it - Suggest some motivation perks - Shape a plan of the most critical topics to highlight ✅ - Schedule the most critical content - Think what do you need to create a systematic content generation (hire a devrel?!)
34. Thank you! holymay@evilmartians.com evilmartians evilmartians.com