I think podcast sponsorships are also a pretty useful area to market/reach out to these "untapped" developers! A lot of folks I talk to don't consume active content in written/video form, but are much more likely to passively listen to a podcast and absorb some information that way.
Popular podcasts that I know reach out to tech and entrepeneurial folks: SyntaxFM, ReCode, Changelog, How I Built This, Masters of Scale, Software Engineering Unlocked, Programming Throwdown, etc. etc.
Some folks have commented that this article "leaves them hanging" - this is somewhat intentional but also just an honest reflection that I don't have this fully solved yet.
Some suggestions for the impatient:
SEO. Check out this podcast with Steph Smith: βMost companies focus too much on social channels... People like following people, not companies. The underrated area is that people punt until later is SEO. If youβre doing a company publication, focus on building up your domain authority and keywords."
Says Raman Sharma: "Fair to say more than 75% of developers search? If so, organic content that provides high-quality solutions to relevant technical problems can be more powerful and wide-reaching than optimizing for popular channels"
Digital Ocean famously pursued this strategy , building 6000 tutorials and 28000 Q&A's to generate 3.5m uniques/mo to its properties.
Out Of Home (OOH) Advertising. That's the marketing industry term for, basically, billboards and posters. Yes, many people ignore these. But if you figure out how to get CAC/LTV right in OOH, you are suddenly playing in a pool that very few tech companies compete in (outside of SF).
Says Lewis Liu: "If I learned anything about marketing at Brex, it's that billboards are still an amazing channel for building brand awareness, and unintuitively cost effective compared to most digital channels that developers tend to tunnel vision onto."
Aaroh Mankad
Developer Experience @ Plaid
I think podcast sponsorships are also a pretty useful area to market/reach out to these "untapped" developers! A lot of folks I talk to don't consume active content in written/video form, but are much more likely to passively listen to a podcast and absorb some information that way.
Popular podcasts that I know reach out to tech and entrepeneurial folks: SyntaxFM, ReCode, Changelog, How I Built This, Masters of Scale, Software Engineering Unlocked, Programming Throwdown, etc. etc.