824: Increase Your Organic Reach Through Content Marketing for Your Software Startup with Karl Hughes

Are you struggling to market your software startup? Do you want software developers to deploy their applications to your service?

Karl Hughes is a former software engineer and CTO who now runs DRAFT.DEV, a specialized content marketing agency that helps companies reach software developers. With his background in software development, Karl provides a unique perspective on how companies can effectively market their products and services to the developer community. Today, Karl talks about creating educational and helpful content for software engineers, rather than relying on traditional sales tactics that often turn developers away.

Quotes

“The challenge that every company has is how to market to developers in a way that's genuinely helpful and educational without being overly pushy and salesy. Developers hate things like cold emails and really spammy pop-ups, which some industries and parts of marketing tend to use.” - Karl Hughes

“As you scale content production, you'll encounter a practical limit to how much your software developers can write. The question then becomes: Do we want to limit ourselves to the content we can produce in-house, or do we need to start looking outside.” - Karl Hughes

“Word count is less important. It's more about covering the topic in a way that is helpful to the end reader who is trying to get something out of this.” - Karl Hughes

Takeaways

00:56 Software companies need to create educational and helpful content for developers, rather than relying on traditional sales tactics that often turn developers away.

03:51 Consistent content production, around 1 piece per week, can make a significant difference in search engine visibility and maintaining audience engagement.

05:47 The length and format of content should be driven by the needs of the target audience, not arbitrary word count targets.

08:07 Updating and repromoting existing content is crucial, as developer tools and best practices evolve rapidly over time.

09:02 Bringing in outside writers can help expand the breadth of technical topics covered, beyond the expertise of the internal development team.

15:03 Ongoing monitoring and promotion of content is crucial, not just a one-time effort.

Resources

Podcast: Play in new window | Download (Duration: 20:33 — 19.0MB) | Embed

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Filed in: Archive 4: 2020-2023 • Interview • Podcast

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