A perfect combo: content that sells from engineers who write

by Olga Rusakova

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A PERFECT COMBO: CONTENT THAT SELLS FROM ENGINEERS WHO WRITE Olga Rusakova Open Source Founders Summit 2024

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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 🎉 🎉

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Help developer- fi rst startups   build, launch and grow In-house open source startups twitter.com/evilmartians · mastodon.social/@evilmartians · evilmartians.com

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Product development consulting for developer- fi rst startups Product development consulting for developer- fi rst startups

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OUR COSS PRODUCTS AnyCable Realtime server for reliable two- way communication Learn More imgproxy Fast and secure standalone server for image optimization Learn More

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LEAD - GEN POSTS IN 2023

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OUR TOP 3 MOST VIEWED POSTS

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HOW TO MAKE YOUR CONTENT SELL

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- 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

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THAT’S WHY BUILDING, GROWING, AND RETAINING DEVELOPER TRUST IS EVERYTHING.

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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 ≠

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Guides and checklists Hot challenges solutions Best practices Game-changing content «Outrageous» content 🎉 🎉 🎉 🎉 🎉 POPULAR CONTENT IS FOR DEVELOPERS 🎉

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SELLING CONTENT IS FOR DECISION - MAKERS 💰 «Blended» case studies Use cases Deep expertise in tools/technologies Deep industry expertise 💰 💰 💰 💰

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EXAMPLES OF GAME - CHANGING CONTENT

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EXAMPLES OF OUTRAGEOUS CONTENT

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EXAMPLES OF BLENDED CASE STUDIES

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DEEP EXPERTISE: RUBY ON RAILS

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DEEP INDUSTRY EXPERTISE: DEV TOOLS

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DEEP INDUSTRY EXPERTISE YOU DON’T ONLY INFORM — YOU GUIDE!

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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+

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READMES SELL TOO!

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THE BIG SECRET OF SUCCESSFUL CONTENT DON’T MARKET TO DEVELOPERS; HELP THEM FIND A SOLUTION FOR THEIR PROBLEM — AND SELL THAT.

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No content

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BUZZWORDS: “INNOVATIVE”

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BUZZWORD: “LIGHTNING - FAST”

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HOW TO MOTIVATE DEVELOPERS TO WRITE

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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! 🙃

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BUILD CONTENT CULTURE 🔥 MOTIVATION SYSTEM - Recognition - Transparent fi nances - Bonuses and job promotions 🤗 SUPPORT SYSTEM - Allocated time for writing - Couching and training - Editors

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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 ✍

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WHY SHOULD DEVELOPERS WRITE?

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OUR RESULTS Team of 46 2020 2021 2022 2023 Q1 2024 Articles 25 29 38 44 12 Authors 16 21 28 25 12

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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?!)