# Where to go with developer content

DevFeed: [Where to go with developer content](<https://devfeed.tech/articles/where-to-go-with-developer-content-41159.md>)

Original publisher: [Read original article](<https://www.craigkerstiens.com/2014/01/28/where-to-go-developer-content/>)

Author: Map

Published: 2014-01-28T20:55:56Z

Content type: opinion

Language: en

Sources: [Craig Kerstiens](<https://devfeed.tech/sources/craig-kerstiens.md>)

Topics: [Hardware](<https://devfeed.tech/topics/hardware.md>), [Open Source](<https://devfeed.tech/topics/open-source.md>)

Tags: [developer](<https://devfeed.tech/tags/developer.md>), [hardware](<https://devfeed.tech/tags/hardware.md>), [marketing](<https://devfeed.tech/tags/marketing.md>), [technical](<https://devfeed.tech/tags/technical.md>)

## AI overview

The article argues that companies marketing developer-focused products should turn developers' technical knowledge into useful, recurring stories that reflect the company's beliefs and provide customer value. It highlights hardware-focused examples, timely responses to industry events, and the importance of maintaining a steady content focus.

## Source excerpt

Last week I wrote up some initial steps for getting started with marketing a developer focused product. The short of it was quite trying to do "marketing" and just start putting out interesting material. A big part of this is sourcing material from your company's developers. From there you want to gradually shift it from simply interesting technical posts to things that align with your core beliefs and add value to your customers. Perhaps the easiest way to do this is by highlighting some examples of it. Teach them how to Tindie is a marketplace focused on makers. Browsing their site is simply awesome, there's everything from fully built things to raw supplies to let me start hacking. The biggest problem though is they don't tell me how to take advantage of so much on their site. Posts similar to New Relic's on how they made their awesome conference badges with a ready made shopping list of components would both get me excited and teach me something I didn't know how to do prior. Now a lot of this may seem obvious, but its not just about giving a how to. This doesn't belong in a readme or in product documentation. Instead the activity of regularly crafting relevant stories that stretch how people think about hardware hacking should be a top of mind focus. It also positions you as a thought leader within the space. Right now there is no thought leader for makers, and theres ample opportunity to be that. Timely content Chipmaker Spark.io recently hugely capitalized on the Nest acquisition by writing a post only days after of how you can build an open source Nest for $70. I suspect they didn't have such a post just lying around waiting for the acquisition and instead scrambled to get it all together almost as soon as it occurred. Over time the opportunity will always present itself in some form to attach yourself to another story. Sometimes this can be related to a direct competitor, sometimes its simply tangential. Being willing to quickly invest time when an opportun