Marketing to developers is marketing on hard mode. Developers are notoriously skeptical and bad marketing will turn them into proactive detractors.But successful developer marketing can be transformative. Developers are frequently software buyers, decision-makers, or advisors. Even if someone else makes the final call, the developers get a vote and a veto.Content is a key part of any developer marketing program. We have plenty of tutorials and product updates. They’re essential, yes, but expected — and they rarely help you differentiate.What’s climbing up the ranks in HackerNews? What are developers sharing in Slack? What do developers bookmark, highlight, and reference?Developers have a notorious allergy to bad content, which has made many companies hesitant. But that means the opportunity for you to build and capture influence is wide open.By combining strong opinions with technical acumen, you can create content that earns attention, trust, influence, and eventually, dollars.Interested? Email me at nick@nickmoore.me.If you want to follow my work, you can connect on LinkedIn.
Services
Thought leadership
Do your executives or developers have ideas, hot takes, or theories they don’t have time to articulate? Does your company have a bold stance but no ready-to-share explanation for its position? I write nuanced, research-backed thought leadership content that generates discussions and sparks thought-provoking ideas. Show why your company is one developers should trust, follow, and believe.Example: Flow state: Why fragmented thinking is worse than any interruption for Stackblitz/Bolt.new.Check out my thought leadership collection here.
SEO/AEO content
SEO remains a powerful traffic driver and, more often than not, SEO and AEO goals align: Accurate, authoritative, well-researched content on brand-relevant keywords and topics still drives traffic. I provide content that balances search intent, technical accuracy, and brand-building narratives that influence LLM outputs.Example: Single-Agent vs Multi-Agent Systems: Two Paths for the Future of AI for Digital Ocean.Check out my SEO/AEO content here.
Hiring content
Hiring developers is expensive work, and finding the most skilled, best-aligned developers can be the difference between middling growth and hyper growth. I work with your hiring team, marketers, and developers to create content that appeals to prospective employees. I can interview your developers to write a story about a recent project, interview company leaders to show off your company culture, and work with executives to write landmark pieces that lay out your company’s inspiring vision.Example: How We Cut Process and Drove Growth at Synthesia for SynthesiaCheck out my hiring content here.
Content repurposing
Do you run webinars? Invite industry leaders to speak on panels? Run surveys with pages of impressive stats? Your content is great; don’t let it flash and fade. I repurpose existing material in one format and turn it into evergreen content that can extend the life of the original material and give you the chance to re-promote it.Example: AI Won’t Solve Your Developer Productivity Problems for You for UplevelCheck out my content repurposing collection here.
Case studies
Top-of-funnel content drives traffic, but bottom-of-funnel content drives conversions. The problem? Case studies, the centerpiece of any BoFu content mix, are often dry, superficial, and fluffy with marketing-speak. Conversion is not the time to stop writing for developers. I work with your team (interviewing your customers or working with existing material) to write narrative case studies that draw readers into your customers’ problem, walk them through the solutions you provide, and demonstrate the value you provide through metrics, quotes, and proven impact.Example: How GameChanger used LTV modeling to predict and prevent churn for HexCheck out my case studies collection here.
As seen in Heavybit, Developer Marketing Alliance, and Developer Markepear
Testimonials
"I've worked with Nick in several capacities over the past five years. First, we were colleagues at Animalz, and later he was my first pick of freelancers at my current role. Over that time he's impressed me as one of the most consistent and thoughtful writers I've ever encountered.I trust Nick with challenging, research-intensive, technical content, and he delivers original insights wrapped in compelling prose. In an industry where a lot of people try and sell you cheap SEO gimmicks, Nick's work succeeds because of its quality. He's strategic, but he doesn't take shortcuts, and he gets results--his pieces are some of our most successful to date across both organic and social channels.As if that weren't enough, Nick is a complete pleasure to work with. He sticks to deadlines, accepts feedback without ego, and goes above and beyond to make a piece successful even after it's written. For instance, an anonymous HackerNews post from him, which he wrote without prompting, drove one of our pieces to viral success. In short, Nick is proof that content marketing can deliver both business results and value to readers, and I can't recommend him highly enough." - Elaine Atwell, Senior Editor of Content Marketing at Kolide"If you're looking for someone who can make technical subject matter approachable and conversational, without diluting the details, Nick is your person. I had the absolute delight of managing Nick while he was on the technical content marketing team at Animalz and watched him thrive working with founders and SMEs to create and measure content strategies for technical audiences.He's incredibly strong at honing in on what makes a brand, product, or community unique, as well as working with stakeholders to capture their unique voices and transform their thoughts into convincing thought leadership. 10/10 would work with Nick again whenever tackling technical subject matter and a discerning audience." - Allie Beazell, Director of Developer Marketing at Census"Nick is the rare writer who can marry in-depth of technical knowledge and startup experience with compelling, engaging prose. As his manager I confidently put him in charge of demanding accounts, and he never failed to deliver outstanding results. Nick is particularly skilled at research and interviewing, which lays the foundation for his authoritative writing. He is communicative and conscientious -- a strong asset to any content operation." - Meredith Kucherov, Senior Content Strategist at Revinate"Nick worked closely with my team to create compelling customer stories. Nick was involved throughout the entire creative process and played a key role in developing a new format for our customer stories (that we still use today). Nick is a strong technical writer and a greater person to work with." - Andy Schumeister, Director of Product Marketing at Sourcegraph