Developing your developer community through content marketing
summary
Shopify runs a developer program powering 500,000 merchants and offers a public API and app store (launched 2009), plus GraphQL SDKs and a React design kit; content strategy focuses on revamping technical messaging, pairing with community partners (example: a Cassidy Williams webinar) that drives real developer signups, and running experiments with UTM tracking and heatmaps to measure conversion and CPA. The work replaces copy-paste docs with live code demos, A/B landing pages, and iterative growth hacks that increase signups and engagement.
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chapters (9)
- 0:00Introduction and context
- 1:46Joining the DevRel team
- 3:31First lesson: Be the marketer
- 4:56Trust and awkward conversations
- 6:40Second lesson: Own the messaging
- 7:47Third lesson: Seek partners
- 9:11Fourth lesson: Be a growth hacker
- 11:42Recap and key takeaways
- 13:31Closing and call to action
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