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Scaling Developer Content

Picture of Writing Team Writing Team : Aug 19, 2024 6:30:00 AM

Content Strategy Content Marketing dev

Creating content is a proven strategy for reaching software developers, building trust, attracting new customers, reducing support requests, and enhancing your sales process. But once you've seen success with your content, you might wonder how much content is enough and whether increasing content production will lead to more traffic or conversions.

Content Volume and Monthly Visitors

Company	Content Volume	Monthly Visitors
DevSoft	1-2 posts per week	150,000
CodeFlex	3-4 posts per week	100,000*
DataStream	3-5 posts per week	200,000
DevFlow	3-5 posts per week	230,000
TestMaster	5 posts per week	>1,000,000*
APIConnect	10-15 posts per week	>3,700,000*
CloudLogic	10-20 posts per week	>5,000,000*

*Estimates based on previously published data, Ahrefs, and/or SimilarWeb.

Publishing frequency is not the only factor in generating traffic. These companies have been consistently publishing high volumes of content for at least two years, and some, like APIConnect and CloudLogic, for over five years. Raw traffic numbers are not the sole measure of success; the quality and conversion rates of the content are also crucial.

When is Scaling Developer Content the Right Move?

Scaling content production can significantly impact developer tools companies, but it might not be the right move for every company. Consider the following:

Your Goals and Timeline

Determine your specific content goals and timeline. For example, if your goal is to establish your brand as a thought leader over a long timeline, publishing one or two pieces of content per month may suffice. Conversely, if you aim to rank #1 on Google for competitive industry terms within a year, you may need to publish 3-5 high-quality pieces of content weekly.

For instance, one tech company CEO shared that publishing 225 pieces of content in 14 months increased their monthly visitors to over 200,000.

Your Product and Customer

Your content needs will vary based on your product, customer, and buying cycle. If you're an early-stage startup targeting high-ticket software buyers, a few pieces of content might be enough to support your sales efforts. However, if you're targeting hands-on practitioners or pursuing a product-led growth strategy, you'll need a high-volume content operation to compete with larger companies.

Your Budget and Team Strengths

Consider your budget and team capabilities. Producing high-quality technical content is resource-intensive and often costs significantly more than non-technical content. Ensure your team can handle increased content production without bottlenecks, such as a CEO needing to approve every piece of content.

What if We Run Out of Things to Create?

Developer marketing teams sometimes worry about running out of relevant content topics. However, there is always more valuable content to create:

Capture all relevant keywords: Start with your core keywords and expand to related topics. For instance, a software testing tool might cover continuous integration, agile development, coding best practices, and more.
Product-focused content: Create tutorials, integration guides, and "how-to" content showcasing your product.
Opinion-driven content: Share your brand's voice and perspectives on industry topics.
Customer-centric content: Develop case studies, gather testimonials, highlight industry news, and interview subject matter experts.
Other media: Produce video tutorials, webinars, and podcasts to complement written content.
Short-form content: Repurpose long-form content for social media platforms like Twitter, LinkedIn, and TikTok.
Syndication: Cross-publish content on platforms like Dev.to and Medium and collaborate with industry sites and newsletters.

Continuous Content Refresh

Developer content needs regular updates to remain relevant. As technology evolves, tutorials, best practices, and competitive landscapes change. Refreshing content ensures accuracy and maintains its value to readers.

Scale Developer Content

Investing in developer content as a growth channel can yield fantastic results, but it requires consistent effort over time. If you're committed to leveraging content for growth, be prepared for a long-term investment.

For startups and companies looking to scale their go-to-market or marketing efforts, hiring a specialist from Hire a Writer can significantly enhance your content strategy. A dedicated expert can help you craft compelling narratives, produce high-quality content, and ensure your messaging resonates with your target audience, driving success in your market.