How much of your developer relations strategy is based on gut instinct versus research? If you're honest, it's probably more of the former than you'd like. One area where data can provide clear direction is content marketing, and the questions developers ask about your product—whether in support tickets, forums, social media, or platforms like Stack Overflow—are a valuable source of intelligence.
Based on insights from an interview with Martyn Davies, this guide outlines how to leverage these developer questions to shape your content strategy and ensure your audience finds the information they need.
Finding the Right Data Sources
A data-driven content strategy starts with identifying reliable sources of developer insights. Martyn highlights questions developers ask as key indicators of their needs. By analyzing discussions from multiple sources, you can uncover:
- Which programming languages developers are struggling with.
- Recurring themes and common issues developers face.
- Trends in documentation gaps based on where developers are looking for answers.
By monitoring these patterns, DevRel teams can determine whether developers are turning to external sources for answers instead of their own documentation. If so, it's an opportunity to refine existing documentation and create targeted content to address common questions.
Keeping Track of Developer Conversations
Tracking developer discussions across multiple channels is essential but can be time-consuming. Martyn suggests that DevRel teams establish a structured approach:
- Assign responsibility: Either designate a specific person to monitor discussions on a rotating basis or make it a shared team responsibility.
- Use automation: Tools that integrate with Slack or internal dashboards can notify the team when a new question is posted, ensuring timely responses.
- Implement a filtering process: Questions can be categorized based on programming language, API category, or recurring issues, making it easier for specialists to respond quickly.
This structured approach ensures that DevRel teams stay informed about developer needs without being overwhelmed by manual tracking.
Turning Questions into Content
Every developer question represents an opportunity to improve your content strategy. When a question arises repeatedly, it signals a need for better resources, such as:
- Enhancing documentation: If developers struggle with API keys or making their first request, your getting started guide may need revision.
- Creating tutorial-style blog posts: Answering common questions in a blog post format improves SEO and increases discoverability.
- Diversifying content formats: Some developers prefer written guides, while others learn best through video tutorials or interactive walkthroughs.
The goal is to ensure that developers find the information they need in the format that best suits their learning style.
Maximizing Content Reach
Developers have different preferences when it comes to consuming technical content. To maximize reach, Martyn recommends repurposing content across multiple formats:
- Documentation: Provide a clear, structured reference for developers who prefer direct answers.
- Blog posts: Extend documentation insights into longer-form content that can rank well on search engines.
- Video tutorials: Cater to developers who prefer to learn visually.
While some teams worry about content duplication, Martyn argues that repetition isn't a risk—it’s a necessity. Different developers will find content through different channels, and it’s better to ensure your content is accessible in various formats than to leave gaps in coverage.
Key Takeaways for a Data-Driven Content Strategy
For DevRel teams looking to refine their content strategy with data, Martyn offers three key recommendations:
- Leverage Google Analytics: Identify referral sources and track where traffic is coming from. This helps maximize content reach by targeting the most effective distribution channels.
- Analyze API usage: Use server logs to understand which API endpoints and SDKs developers interact with the most. If a particular language has high engagement, prioritize content for that audience.
- Monitor support queries and search trends: Questions from developer communities, forums, social media, and Stack Overflow can reveal recurring pain points, providing a steady source of content ideas.
By integrating these strategies, DevRel teams can create a more effective, data-driven approach to content marketing.