Building a Developer Content Program
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Transcript of Building a Developer Content Program
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Building a Developer Content Program
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•David E. Gleason is a content manager, writer and marketer with wide experience in Silicon Valley
•He created this presentation to share on SlideShow
•Updated May 14, 2013
The Author
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The Problem• In 2002, Apple’s Mac OS X was
brand-new and unfamiliar to most developers
•Old developers were unsure what to do
•New developers did not know where to start
•Reference library documentation was detailed but complex -- not easy to begin there
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The Need•We needed to highlight what was new and
exciting•We also wanted to introduce new ideas,
technologies & tools•We needed a “technical marketing” solution•This would require buy in from stakeholders• It would also require outside contributors
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The Solution•Our solution was a Developer Content
Program for defining and creating feature content
•The Program allowed us to define content types that were not in the Reference Library
• It also allowed us to develop a formal process for creation, review and publication
•Having a Program made it easier to get funding for contract writers
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The Content Manager
•One person was selected to manage the content program
•The Content Manager drove the process
•S/he found stakeholders, selected topics, then found the writers
•Having a single responsible person and point of contact is critical to keep things moving.
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The Benefits•A content program lets you highlight things
so readers are more likely to see them• It also lets to address certain audiences;
e.g., graphics developers, beginners, IT staff
• It gives you content to disseminate through social media, forums and places off your site
• It gives the reader an overview in 20 minutes: what is it, why do I care, how do I start?
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What is Feature Content?
•What it’s not: Reference Library content•What it is: benefit-oriented articles on
key topics, technologies or tools•Less “how,” more “why”−in say 2,000
words•Technical tutorials−the “how” in short•Success stories on benefits of using new
tools/technologies•Articles on improving your business
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What is Feature Content (cont.)?
•Feature Content is also easier to create than reference material
•More informal, more persuasive• It has a shorter shelf life so it’s easier
to remove • It’s marketing to a technical audience
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How Do We Do That?•Create content that points to the rich &
deep treasures in the Reference Library•Elevate awareness of new content, at
the front of the website•Feature the tools, APIs, or solutions
that are new or you want to promote•Provide brief tutorials to get readers
started -- “on ramps” to the main highway of resource material, at a safe speed
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What Were the Results?
• It took 2-3 years for the program to reach an output of one article per week
•Traffic grew with increased content•Most popular were tools and upcoming
technology overviews for developers •Annual traffic reached 5 million
downloads, just for feature content
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Defining a Feature Content Project
•Conception: start with a defined goal•Fill out, submit Content Project Brief•Submit for approval, get funding if
needed•Engage an author, define project timeline•Cycle of drafts, review, sign off•Publish on host website, maintain content
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Conception•Start with an idea, something
you want to explain•Define the business case• Find stakeholders, talk it up• Who is the audience?
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Create a Content Project Brief
•What is the business purpose?
•What is the scope of this content?
•What is the timeline?•What will it cost?•Provide a detailed
outline.
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Submit for Approval•Submit content project
brief to stakeholders for approval
• Identify writer/creator•Make sure you have
budget•Get final approval to
start work
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Find, Engage Writer• Identify skill set− who is the
best writer for this project?•Submit engagement form to
vendor approval if new•Define schedule•Define deliverables•Review current outline,
revise•When P.O. is assigned,
writer can start work
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Draft & Review Cycle
•Writer meets with stakeholders, interviews, gathers information
•Writer creates first draft•Reviewers provide
feedback•Next draft−iterate until
document is done
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Web Production•The web team adds
to template, does layout
•Also hosts document on staging server
•Final content, design review−final tweaks
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Publish Content•Document enters
publishing queue•Pages go live
according to the content schedule
•Notify community, press, social media
•Track stats, evaluate reader response
•Curate content
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Life Cycle Management
•Some content may be repurposed in the Reference Library
•Convert some articles to documentation for updates and expansion
•Repurpose some as tech notes •Remove content as it becomes
obsolete
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Thanks for watching!