A Programmatic SEO Experiment by Tom Granot ↗
Syntax GTM
Developer Tools 1-2 weeks for strategy, ongoing for execution

Blog Strategy for Developer Tools

A plan for creating and publishing blog content that attracts, educates, and converts your target audience. A good blog strategy balances SEO, thought leadership, and product content.

Why Developer Tools Companies Need This

For developer tools products, a well-crafted blog strategy is essential. Your target buyers—Software Engineers, DevOps Engineers, Engineering Leaders—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing developer tools mean your blog strategy needs to:

! Address: Proving productivity gains quantitatively
! Address: Overcoming 'we can build this ourselves' mentality
! Address: Differentiating in a crowded space

Key Components

Every effective blog strategy for developer tools should include:

  1. 1
    Content pillars and topics
  2. 2
    Keyword strategy
  3. 3
    Content calendar
  4. 4
    Author guidelines
  5. 5
    Promotion plan
  6. 6
    Success metrics

Step 1: The Brief

Before creating your blog strategy, document answers to these questions specific to your developer tools product:

Product Questions

  • → What specific ide integration capabilities does your product offer?
  • → How does your product differ from Linear?
  • → What metrics can you share about performance or results?

Persona Questions

Software Engineers:

  • → How does your product address: Context switching between tools?
  • → How does your product address: Setup and configuration time?

DevOps Engineers:

  • → How does your product address: Pipeline complexity?
  • → How does your product address: Environment consistency?

Use Case Questions

  • → How does your product support developer onboarding?
  • → How does your product support code quality improvement?

Step 2: The Draft

With your brief complete, create your blog strategy following this structure:

Blog Strategy Outline

  1. 1. Content pillars and topics
  2. 2. Keyword strategy
  3. 3. Content calendar
  4. 4. Author guidelines
  5. 5. Promotion plan
  6. 6. Success metrics

Tips for Developer Tools

TIP Lead with the problem: Context switching between tools resonates with Software Engineers
TIP Show, don't tell: Include examples of ide integration and cli tools
TIP Address objections: Proving productivity gains quantitatively will be top of mind

Common Mistakes to Avoid

When creating a blog strategy for developer tools, watch out for these pitfalls:

X Writing about what you want vs what audience needs
X No SEO consideration
X Inconsistent publishing schedule
X No promotion strategy
X Not measuring what works

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona
→ Test messaging claims with real prospects if possible
→ Ensure design supports (not distracts from) the content
→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Ahrefs/SEMrush for research Notion for calendar Google Analytics for measurement

Learn From These Companies

Study how these developer tools companies approach their marketing:

Linear ↗

Series B

Product-led, speed focus, beautiful design as differentiator

Vercel ↗

Series D

Framework-tied growth, developer experience focus

Raycast ↗

Series A

Productivity focus, extension ecosystem, word-of-mouth

Related Guides

Blog Strategy for Other Categories

Blog Strategy for API Platforms Blog Strategy for Data Infrastructure Blog Strategy for Cloud Security

Other Guides for Developer Tools

Messaging Framework for Developer Tools Demo Video for Developer Tools Sales Deck for Developer Tools
← Back to Developer Tools Marketing

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