Josh Aberant says, “Look at the website of any business selling enterprise services or technology, and I’m certain you’ll find libraries of e-books, white papers and other content for download. Fill out a form that asks for your name and email address to get access to all the PDFs and infographics you’d like.

Ideally, you’ve found information that helps you get new insight into a strategic challenge or that provides really practical solutions to an ongoing business need.

When done right, that’s content marketing in a nutshell. You’ve traded something valuable (your contact info) for something else valuable (great content). It’s a win-win for you and for the business that published it.

Too many times, the outcome isn’t as ideal
In fact, I’ll bet you (like me) have had the unfortunate experience of feeling like you just made a Faustian bargain — trading your soul for something that wasn’t quite as worthwhile as you’d imagined. And now you’re hounded relentlessly by Mephistophelean sales reps who don’t seem to understand your needs.

This frustrating situation is one we’ve all experienced, and it’s something that developers, in particular, say they encounter more often than not. In fact, more than one dev friend has told me they simply ignore that stuff when they see it on websites. And it’s why tech marketers who put up gated white papers or similar content, hoping for developer leads, usually wind up disappointed with the results”.

How to market to developers without causing dis-content

Marketing Land

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