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EveryDeveloper

Technical Content Strategy for Dev-focused Companies

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Signature Content

Build technical authority in the exact area you serve by teaching developers how to do it without you.

Your developer tool solves a significant problem. It seems counterintuitive, but a comprehensive do-it-yourself guide makes a developer more likely to become your customer. Also called Epic Guides or the Skyscraper Technique, this type of content is comprehensive, authoritative, and foundational.

Signature Content helps you “sell” to developers by teaching. While your company might get a mention, the primary focus is going deep to explain a topic you know better than most.

Use Signature Content to:

  • Attract developers through search
  • Declare your product category
  • Expand your technical leadership
  • Convert developers into customers

With developers tools, you need to gain trust with a skeptical audience. To counter their instinct to build in-house, you show them how hard it is to properly solve the problem.

Good Signature Content is:

  • Written around problem-focused keywords
  • Aimed to educate developers building their own solutions
  • Built as a way to enhance the credibility of your dev tool

It is typically long-form (5,000+ words) and presented as a series of well-designed pages. You’re aiming for something that will speak for what your company believes. Expect to highlight it on your home page, link it in your footer, and send it out in email onboarding sequences.

Examples of Signature Content:

  • Reverse Geocoding Guide, created for OpenCage
  • Chaos Monkey Guide for Engineers by Gremlin
  • Build or Buy a Feature Flag System by LaunchDarkly
  • Email Deliverability Guide by Twilio SendGrid

Write Your Signature Content

EveryDeveloper can help you create your own foundational guide.

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From the EveryDeveloper Blog

The Marketing Funnel for Technical Products

By Adam DuVander

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