#13 [Interview] How To Get Your Engineers To Blog (In 2026)

Ivan Brezak Brkan (IBB)setup, one of the better know dev content programs, shiftmag.dev from scratch. He shares the story of how that happened. And through that story he explains how to actually get devs to write great technical content.

Links:

• Ivan Brezak Brkan (IBB) https://www.linkedin.com/in/ivanbrezakbrkan/

• Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
• How We Created A Global Engineering Handbook in 3 Days - Ivan Brezak Brkan (Infobip)
  https://youtu.be/gHY-8K5XOwo?si=n5-R0bEo-9oK9q9B
• Shift Conference https://shift.infobip.com/
• Shift Mag https://shiftmag.dev/
• https://www.infobip.com/

Chapters

• 02:48 The Importance of Developer Content and Community
• 05:37 Building a Developer Experience Department
• 08:06 The Shift Conference and Developer Engagement
• 11:01 Adopting a Journalistic Approach to Developer Content
• 13:38 Creating a Unique Brand in Developer Marketing
• 16:31 Internal Buy-In and Engineering Participation
• 19:02 Workshops for Empowering Engineers to Write
• 21:53 The Writing Process for Engineers
• 24:21 Feedback Loops and Editorial Support
• 27:25 Motivating Engineers to Write and Share Knowledge
• 36:17 Creating Resonance with the Audience
• 38:41 Building Trust Through Quality Content
• 41:36 The Importance of Unique Perspectives
• 44:13 Leveraging Journalistic Techniques in Development
• 47:47 Workshops and Collaborative Content Creation
• 51:50 The Art of Writing and Editing
• 56:19 Aligning Content with Strategic Goals
• 01:01:32 Starting Content Creation in Smaller Teams

Takeaways

• Developer marketing is a niche that requires unique strategies.
• Building trust within the developer community is essential.
• Workshops can empower engineers to contribute to content creation.
• A journalistic approach can differentiate developer content from competitors.
• Feedback loops are crucial for improving content quality.
• Aligning content with company goals enhances its effectiveness.
• Understanding the audience is key to creating resonant content.
• Creating a micro content program is feasible for smaller teams.
• Editorial support can help engineers overcome writing challenges.
• Trust and community engagement are long-term investments.

Keywords

developer marketing, content strategy, developer content, Infobip, ShiftMag, community engagement, writing workshops, developer journalism, content creation, marketing strategies