How Much Time Should You Spend on Promotion?

Karl Hughes is the founder of Draft.Dev - a marketing content agency focused on creating great content for software engineers. Since founding the company in 2020, the team has grown to include marketers, editors, engineers and over 130 technical writers. Karl also lectures and writes about his learnings and experiences and was previously CTO at a Venture-backed startup. Karl is the perfect person to talk to if you're serious about scaling your developer content.

What we cover

(01:20): Content is pretty much accepted as one of the most predictable paths to grow for developer tools, but the payback is also sometimes a little slower than other channels. Karl, against this backdrop, how should DevTools startups be thinking about content?

(09:44): How does the reputation of your DevTool come into it?

(12:42): I'd love to hear about how you think about promotion, and especially at the moment if there's anything that startups can be doing to shorten the payback of some of their content?

(16:12): Have you had any experiences with developer content on TikTok?

Where to hear more from Karl

• Twitter: @KarlLHughes
• https://draft.dev
• Blog: https://draft.dev/learn/