Developer Marketing Channels

My best blog posts and examples on this topic

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campaigns
copy

Meme focused on product value from Datree

Memes are good top-of-funnel, awareness-type content.

Many companies use them on socials as they can "go viral".

But.

You need to either:

  • connect the meme to your company/product value
  • make the meme so good that people follow your account

I like how Datree connects it to the product here.

They are a Kubernetes configuration tool and talk about exactly that here.

They do that with jargon too "k8", "config". When used well it can help you belong to the tribe you are marketing too.

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social posts
video

Vercel feature video on Linkedin

I like how they use the black dot to show the mouse movements in the UI.

Simple but powerful and clear.

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social posts

Vercel product announcement on Linkedin

I like the simplicity of this announcement.

What: "Vercel Edge Middleware"

Why: "Start delivering dynamic, personalized content without sacrificing end-user performance."

Visual supports this but is super minimal.

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social posts

Concept 101 with a diagram

Devs like diagrams.

When you explain a complex concept in one diagram it is just very shareable.

If you are interested in reading more there is an entire "blog post" when you click see more.

Just a very solid content format.

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ads

V7 "testimonial" ad on Linkedin

It's a nice template for ads on socials.

So you have:

  • Value
  • Testimonial about value
  • Person
  • CTA

Ideally, I'd make it dark to stand out in the feed and make the CTA about that value as well.

But still, great ad imho.

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campaigns

Newsjacking by GitGuardian

Newsjacking is a great marketing tactic.
Especially when you can connect it nicely to your product.

And GitGuardian, a tool for secrets management does it beautifully here.
They ran a story on how Toyota suffered from a data breach.
Because they didn't manage their GitHub secrets properly.

Brilliant.

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social posts

Linkedin promotional post of a library

I like how this post shows:

  • what the library does
  • shows how to install it
  • gives the option to read more in-feed

All in one visual post.

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ads

YouTube shorts ad from Digital Ocean

Digital Ocean went for an ad for the Hactoberfest in a tricky place.

To keep it in the medium that fits YouTube shorts they:

  • made it into an actual short vid
  • used a comic book story

I think doing YouTube shorts is an interesting opportunity in a yet unsaturated market (as of 2022).

And doing ads that fit that medium so nicely is an art.

Good job DO!

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design

GitHub Repository Readme.md design from Prisma

I like how it has a proper "hero section" feel to it but it adds a developer-focused twist:

  • Explains in simple words what the tool is
  • Adds a lot of navigational links (website, docs, examples, blog)
  • Then it goes on to detail about what it does

The rest of the Readme is great as well but the hero section is gold imho.

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social posts
ads

Funny With/Without Linkedin ad format

With/without is a classic marketing campaign theme.

AhoyConnect does it nicely in this ad.

Obviously, not everyone loves memes.

But many devs do.

Those who do may smirk -> smirk builds brand affinity.

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social posts

"Big code" Linkedin post format with an interesting scroll stopper

I like how this starts with a [WHAT IT IS ABOUT] scroll stopper.

That is coupled with a big block of code that has:

  • input -> code
  • output - > results from console

(presumably) when you click "See more" you get the rest of the text post.

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copy
ads

Joke ad format with a transitional CTA from sdworx

Dorky joke right?

But it does two very important things beautifully.

It gets a smirk (from some people) and when it does you know you just moved someone closer to your brand.

It has a clear CTA which is hard to do with joke-format ads.

This subtle call to conversation/check us out does the job.

Love it!

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campaigns

GitHub Skyline

Very cool project.

You type in your GitHub name and see your history in 3d.

  • engaging 3d viz
  • cool music
  • button to share it on Twitter

And Voila!

You have an intrinsically viral brand awareness campaign.

Just brilliant.

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campaigns
design
copy

VS page format from Ably

Vs pages are a classic SaaS marketing.

But I like how Ably adjusts them to the developer audience:

  • For each criterion, they say why it matters
  • They link to their resources to extend further why Ably works great there
  • They use a lot of developer jargon to make it feel like a dev wrote it for devs
  • They go over a lot of different categories to make this comparison deep enough to be valuable for the buyer
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social posts
ads

Linkedin Ad from Algolia (v2)

Another great Ad creative from Algolia.

Connects:

  • Trust: G2 review and links to G2, not their site
  • Value/Benefit: Clearly explained benefits of using the tool
  • Voice of Customer: it is explained in the way the users talk

Great stuff.

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social posts

Make {DevOps} cry post format

Make a {X} cry in 5 words or less.

Great Linkedin (or Twitter) post format.

This is one of those fantastic self-selecting mechanisms as well.

People who understand the joke are the people you are looking for.

You may get the exact people you want to follow your profile.

With a nicely targeted joke.

Love it.

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social posts

Toolstack diagram post on Linkedin

Architecture diagrams are awesome.

They have this smell of value that makes you want to share them with others.

This one is particularly good-looking imho.

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social posts

"Code + UI" post format from Aporia

Nice post format.
I like it for dev tools that have both API and UI components.
You show code and what it produces in one view.
You can add additional things to the vis part of it for more context.

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ads
social posts

G2 quote Linkedin Ad format from Algolia

A great example of a quote-style ad.

I like it because:

  • it builds trust via G2 crowd reference and an actual person mentioned
  • the quote talks about what the tool does and what is good about it
  • links to G2 crowd profile, NOT your page -> more trust especially when I don't know the brand yet
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social posts

Good Twitter thread format: nice hook

Good format of the tweet copy.

Start with the hook.

Then validate it with more story.

Then open a knowledge gap with a thread.

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social posts

Twitter code tweet format

Nice and clean code example.

Clear copy, what it does etc.

Calls to action with links to Github and website.

Really long code example which looks great when clicked on.

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social posts

Toolstack diagram for Linkedin post

People want to be valued by their tribe.

One of the ways to do that is by being helpful.

So they want to share things that have a "smell" of insight.

Tool stack/workflow/pipeline chart makes them feel that way.

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social posts

Meme tweet format from Supabase

Memes that resonate with your ICP (in this case website backend devs who use PostgresSQL).

Content like this helps people find their tribe.

And then those memes can get folks to follow your account.

If you mix your content well you can then push them further down the funnel.

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social posts

Product release post format for Twitter from Supabase

Using memes in the product release.

If you understand your ICP (in this case open-source backend devs) it may be a great idea.

An additional benefit is that people may share a meme... that actually has a link to your announcement.

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social posts

Question/joke tweet format from Supabase

Create a connection with your ideal customer profile.

"Wrong answers only" questions are great for that imho.

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campaigns

Product-led SEO tactic from Cronjob

Great SEO tactic.

What folks from Cronitor did is:

  • For every combination of "cron +" they created a website
  • Those simple websites rank for particular keywords like "cron every 11 minutes"
  • When you land on the page you get a command you need that solves your problem
  • And you get a nice explanation of their paid tool for monitoring cron jobs

This can be used for many dev-focused tools as by definition they use commands which can be templated.

I've heard about it originally from Harry Dry over at https://marketingexamples.com/seo/cronitor

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social posts

"Divide people" tweet format

Say what we are all thinking.

This tweet is great as it states something that most of us feel.
It is something that you may have had a discussion about with someone recently.
You might have fought about one tool or another.
But at the end of the day tools don't matter.

You can share it with someone as:

  • sorry, we had a stupid fight
  • rub it in your face :)

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social posts
ads

Funny Reddit ad from Aporia

An ad that doesn't feel like an ad.

I like that this is almost a meme.

But it still explains what the company does.

Love it.

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social posts

"Education focused" tweet format

Explain a concept clearly.

Good visual with concrete numbers makes this example easy to understand.

Because it is beautifuly explained people want to share this with their network to be perceived as helpful (and smart).

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social posts

"Disagree with status quo" tweet format

Articulate a deeper thought.

Sometimes you want to tell the world something but you don't know how.
When somebody articulates what you were thinking you just want to share that with them.

This is what this tweet is about.
A deeper thought with some parallel examples to back it up.

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social posts

Hand written diagram tweet format

Share an idea about a new concept.

Explain the concept in simple terms.
Back it up with a visualization.

I like the "hand-written" style of this viz that makes it less formal.

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social posts

"Nostalgic" tweet format

Make it about belonging.

Something some people can deeply connect with.
Nostalgia is a very strong emotion.

It feels good to be a part of something as well.

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campaigns

"We blew our budget on X" format

Funny ad, that makes fun of ads.

But it actually communicates that you don't care about the ads but more about something else, like customer success.

For dev tools, this can be used by changing "customer service" to:

  • docs
  • code examples
  • integration
  • backend
  • UI