Developer Content: The Cornerstone of Product-Led Growth

Product-led growth (PLG) has become a dominant strategy in marketing, especially within the developer community. Introduced by Blake Bartlett at OpenView Partners in 2016, PLG is a growth model where product usage drives customer acquisition, retention, and expansion. Developer-first organizations like Twilio, Stripe, and Shopify excel with this strategy, primarily due to their exceptional content.

At Catchy, a developer marketing agency in Seattle, we've seen a surge in client interest in PLG. Over the last six months, more clients have sought our PLG support than in our entire 13-year history. According to the 2023 Product Led Growth Benchmarks report, 58% of B2B SaaS companies had a PLG strategy last year, with 91% planning to increase their PLG investment.

PLG is here to stay, and developer marketing professionals have been supporting it through content creation for years. Developers want hands-on experience with products, and successful developer marketing programs provide content that seamlessly introduces the product to users.

The Developer Journey: Content for Each Stage

Mapping out each stage of the developer journey is crucial for creating content that supports PLG. Regardless of the stage, the goal is to enable developers to self-serve, reducing the need for external help.

Discovery

In the Discovery stage, your content should quickly convey the unique value of your product. Developers need to know how your tool will benefit them now and in the future. Content should address key evaluation questions such as documentation quality, scalability, and integration capabilities. For instance, using Google Keyword Planner to check search volumes for relevant keywords can guide your content creation. High-search keywords like "code review checklist" are examples of valuable content.

Evaluation

During the Evaluation stage, your content should delve deeper into the product's value. Provide case studies, webinars, explainer videos, and robust documentation. Different learning styles require various content formats, from written guides to live Q&A sessions. At Catchy, we use deep audience research to inform content creation, ensuring it meets the needs of developers at this stage.

Retention

Once users are in your ecosystem, focus on meeting their needs quickly and showcasing how others benefit from your product. A robust community, comprehensive help articles, and responsive customer support are essential. Engage with your developer community to generate content ideas that support their journey.

Essential Content Types for PLG

Here are three critical content types necessary for a successful PLG strategy:

Documentation and Technical Manuals

Documentation is where technical users build a working understanding of your product. It should include detailed feature explanations, technical diagrams, procedure walkthroughs, API specs, and tutorials. Treat your documentation as a living product, ensuring it remains accurate and up-to-date. High-quality docs are crucial, as 95% of technical users prefer self-serving technical information over contacting support.

Onboarding Guides

Onboarding guides are vital for introducing new users to your product. A smooth onboarding process is critical, as 74% of customers may switch solutions if onboarding is too complicated. Onboarding content can be varied, including written guides, video tutorials, and drip email campaigns. The goal is to help users quickly understand and start using your product effectively.

Case Studies

Case studies are valuable in both the evaluation and retention phases. They provide real-world examples of how customers use your product, offering inspiration and validating your product's effectiveness. Highlight successful use cases through videos or blogs, showing tangible results and fostering a sense of community among users.

Dev Content

Content is the foundation of a successful product-led growth strategy. By focusing on creating valuable, educational content, you can build trust, support self-service, and drive user engagement. Concentrate on what you can do well, whether it's detailed onboarding guides or engaging case studies. Developers appreciate thoughtful, helpful content, which can significantly enhance your PLG efforts.

If you need expert assistance to develop and execute your go-to-market or content strategy, consider hiring a specialist from Hire a Writer. Our professionals can help you craft compelling content that resonates with your target audience, ensuring your product-led growth strategy is effective and impactful.