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Building a Developer Content Program

Building a Developer Content Program. The Author. 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 Problem.

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Building a Developer Content Program

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  1. Building a Developer Content Program

  2. The Author • 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

  3. 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

  4. 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

  5. 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

  6. 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.

  7. 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?

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. Conception • Start with an idea, something you want to explain • Define the business case • Find stakeholders, talk it up • Who is the audience?

  14. 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.

  15. 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

  16. 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

  17. Draft & Review Cycle • Writer meets with stakeholders, interviews, gathers information • Writer creates first draft • Reviewers provide feedback • Next draft−iterate until document is done

  18. Web Production • The web team adds to template, does layout • Also hosts document on staging server • Final content, design review−final tweaks

  19. 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

  20. 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

  21. Thanks for watching!

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