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With tight budgets and small teams, it is difficult to invest in all desired marketing channels and strategies. Here are my tips on how to pick the right high-impact channels.

Do not try to be everywhere at once. Focus on one channel at a time.

A channel that is working for your competitor and your audience is present there, is a good one to start with. Chances are that you are already active on this channel. Study your competitor’s playbook, tweak it for your company, and improve it to win this channel over.

Example insight:

“My company and two of my direct competitors are active on YouTube. By looking at our website analytics and data from similarweb.com I noticed that all websites receive some traffic from YouTube. The traffic is much higher to my competitor’s website than to my company website.”

Next, pick a channel where your audience spends time and your competition is not using it. They tried it and it did not work for them, or they wrote it off because it is a one that is hard to scale.

Example insight:

“According to the industry report, my audience uses Reddit to solve problems, ask questions, and learn about new tools. I found five specific subreddits where my audience asks questions related to my product. I noticed my competitor answered a few questions in these subreddits a few months ago but they are not active anymore.“

And lastly, choose a channel where your audience hangs out (or is soon expected to) and your competitors have not discovered it yet. Experiment with this channel. Repurpose and publish content that worked on the other channels. Gather learnings and insights. Do not spend too much effort and budget. Just test it out.

Example insight:

“Traditional search is still used by 55% of responders of StackOverflow survey, 18% ask a coworker if they have a problem, and 15% ask AI. I want to experiment with optimizing content for AI search. “

What marketing channel are you going to start with? Pick one today, do a few small tests, optimize your strategy, and try again.

Need help with your content distribution strategy? Please get in touch!

Being a developer is not the only characteristic that defines your target audience. They may also be a gamer buying their games on Steam. Or they are a web developer who gets icons and fonts for their web projects from Font Awesome. In this blog post, I help you understand your target audience´s main interests and characteristics, and spot patterns in their online behavior.

To define your target audience, figure out their jobs, hobbies, tech stack, tools they use, and things they need to do their job better, quicker, and with less effort. Use data from industry tech reports like the Stack Overflow Developer survey, the State of JavaScript, the State of Postgres, the Octoverse report, and more. Gather insights from your CRM, and feedback from your sales team about your best and happiest customers.

Understanding how your audience spends time online is key. Look for newsletters, YouTube channels, podcasts, Slack groups, subreddits, influencers, Facebook groups, and other social media platforms where your audience hangs out, asks questions, learns, gets inspired, and connects with other devs.

Write down the channels you and your competitors use to connect with your audience. Tools like Similarweb or SEMrush help compare competitor channels and traffic to see what is working for them. Use these insights to spot gaps and opportunities to improve. Think of it as studying your competitor´s playbook and looking for areas you can improve and tailor to your brand.

Get help from AI to figure out the competitors’ channels for you with this prompt:

“What marketing channels does [NAME OF THE COMPETITOR] use to publish and promote content? Add the name of the channel and its URL.“

Now that you know where your audience hangs out online, pick a handful of platforms and start sharing your content there and engaging with your audience.

Need help with your content distribution strategy? Please get in touch!