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A perfect combo: content that sells from engine...

A perfect combo: content that sells from engineers who write

We get over 60% of leads from our content, written or delivered at conferences around the globe by our own engineers (not marketing people!) I magnify their voices, help them hone their stories, and connect to their audience of peers with impactful content. And oftentimes, it requires a lot of motivating engineers (we’ve tried dozens of perks!) to contribute their stories beyond the solutions they build. Oh, yes, and motivate their bosses to take a closer look at our solutions and services.

Open Source Founders Summit 2024

Olga Rusakova

June 04, 2024
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  1. A PERFECT COMBO: CONTENT THAT SELLS FROM ENGINEERS WHO WRITE

    Olga Rusakova Open Source Founders Summit 2024
  2. 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 🎉 🎉
  3. Help developer- fi rst startups 
 build, launch and grow

    In-house open source startups twitter.com/evilmartians · mastodon.social/@evilmartians · evilmartians.com
  4. OUR COSS PRODUCTS AnyCable Realtime server for reliable two- way

    communication Learn More imgproxy Fast and secure standalone server for image optimization Learn More
  5. - 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
  6. 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 ≠
  7. Guides and checklists Hot challenges solutions Best practices Game-changing content

    «Outrageous» content 🎉 🎉 🎉 🎉 🎉 POPULAR CONTENT IS FOR DEVELOPERS 🎉
  8. SELLING CONTENT IS FOR DECISION - MAKERS 💰 «Blended» case

    studies Use cases Deep expertise in tools/technologies Deep industry expertise 💰 💰 💰 💰
  9. 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+
  10. THE BIG SECRET OF SUCCESSFUL CONTENT DON’T MARKET TO DEVELOPERS;

    HELP THEM FIND A SOLUTION FOR THEIR PROBLEM — AND SELL THAT.
  11. 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! 🙃
  12. BUILD CONTENT CULTURE 🔥 MOTIVATION SYSTEM - Recognition - Transparent

    fi nances - Bonuses and job promotions 🤗 SUPPORT SYSTEM - Allocated time for writing - Couching and training - Editors
  13. 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 ✍
  14. OUR RESULTS Team of 46 2020 2021 2022 2023 Q1

    2024 Articles 25 29 38 44 12 Authors 16 21 28 25 12
  15. 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?!)