Can a team of hard-core backend developers do marketing?
One of the main marketing challenges I faced over and over again was how to do effective marketing with a minimal or nonexistent budget. I always relied on the people I worked with, getting them to write, design and help me build creative campaigns. This didn’t prepare me for my next marketing challenge, though: no marketing budget and 5 out of 6 team members being developers––everyone but me. I decided to build our marketing strategy around the thing my team does the best: coding.
Here are some of the techniques we used in order to get from a few hundreds to 100K unique visitors in three months (to our website, blog and mini sites). It’s a proof the new marketer is techier than ever.
You don’t need great writing skills (or any at all) if you have exclusive, fascinating data. One of the first companies to use this technique for content marketing was OKCupid, which mined its database to answer important questions like “Do taller guys have more sex?” You can find the answer here. The first time we published content that relied solely on developers’ work was pretty random. When we had to choose in which Amazon region we wanted to store our data, we ran some tests and found out there was a big difference between the regions. Sounded like an interesting story. We spent an extra day improving our script and making sure we got the data right. The output was super interesting––the AWS Olympics. The results were featured on VentureBeat and published on our blog, bringing massive traffic of our target audience––over 15,000 unique visitors.