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Ask HN: Which companies have the best blogs written by their engineering team?

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Re: Ask HN: Which companies have the best blogs written by their engineering team?

#53

Post by foob »

dfcowell wrote: post #46
foob wrote: post #41

What are peoples' thoughts on the marketing effectiveness of quality relative to quantity in blogging? We have recently started publishing what we consider to be very high quality material (the majority of them have front-paged on HN if that's any indication). Most of these have been published on [1] so far but we're in the process of transitioning to a more official company blog [2]. A close friend who really knows…

The answer to this depends entirely upon who you're trying to reach with your tech-blog-as-marketing approach. If it's primarily recruitment-oriented marketing, or you're marketing a tech product (apologies, I haven't checked the link - but it's not relevant for this general advice). If it's recruitment-focused or you're a tech provider marketing to technical customers quality is probably more important. The intended…

Thanks, that meshes well with my thoughts on it. We're less concerned with hiring right now than with acquiring more clients, but our customers are generally developers at small to medium sized startups. We fall into that category ourselves so we've felt like things that would appeal to us would also appeal to our customers (and vice versa).

Re: Ask HN: Which companies have the best blogs written by their engineering team?

#55

Post by benmanns »

We recently started an engineering blog at Doximity [1] that I think is good (though it has less heavy technical content than others). I'd be really interested in what you all think is effective for both blogs-as-recruiting-tools and for giving back to the community. For our particular product, basically (users)∩(blog readers)=∅ so content is created solely for the software community.

[1] - https://engineering.doximity.com/

Re: Ask HN: Which companies have the best blogs written by their engineering team?

#58

Post by ontouchstart »

foob wrote: post #41

What are peoples' thoughts on the marketing effectiveness of quality relative to quantity in blogging? We have recently started publishing what we consider to be very high quality material (the majority of them have front-paged on HN if that's any indication). Most of these have been published on [1] so far but we're in the process of transitioning to a more official company blog [2]. A close friend who really knows…

From marketing standpoint, you might want to study the sharing pattern of your readers. Some people are excited about headlines and link baits. These people also have short and shallow attention. Some people like deep domain specific information. They might be your target audience.

You want your messages to reach the right audience organically.

Re: Ask HN: Which companies have the best blogs written by their engineering team?

#59

Post by brightball »

foob wrote: post #53
dfcowell wrote: post #46

Earlier quoted context omitted.

The answer to this depends entirely upon who you're trying to reach with your tech-blog-as-marketing approach. If it's primarily recruitment-oriented marketing, or you're marketing a tech product (apologies, I haven't checked the link - but it's not relevant for this general advice). If it's recruitment-focused or you're a tech provider marketing to technical customers quality is probably more important. The intended…

Thanks, that meshes well with my thoughts on it. We're less concerned with hiring right now than with acquiring more clients, but our customers are generally developers at small to medium sized startups. We fall into that category ourselves so we've felt like things that would appeal to us would also appeal to our customers (and vice versa).

See Codeship's blog for a consistently published tech blog for a product targeted to a tech audience. They do a really good job with it.

https://blog.codeship.com/

Disclosure: I periodically write for Codeship.

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