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.