“Valuable Content” – Easier Said than Done

valuable original content

The engineering manager, the marketing manager and I all agree that only valuable content belongs on our developer community site. That’s a commandment, particularly for an audience as hype-averse as software developers.

However, we’re having trouble agreeing on what that means.

One person’s valuable content is another person’s worthless nonsense

If you take a poll inside your organization, everyone agrees that your content should be valuable. They just don’t agree about what that means for your readers and followers.

Here are their perspectives:

  • The engineers say, “Valuable content points readers to a kit or a tool they can download and start using right away.”
  • Product managers say, “Our content should start conversations with new prospects and show existing customers we still care about them.”
  • Digital Marketing says, “Valuable content generates clicks, likes and shares.”
  • Sales says, “Let’s put out content that shows how great our products are.”
  • Marketing Communications says, “Our content should give us useful information for future campaigns.”
  • Developer Relations says, “We want content that convinces people to build on our platform.”
  • Editors say, “Valuable content is a technically accurate story well told.”

So we can’t agree on a common definition, but we all turn to the content marketing writers and make a simple request:

“Write me some valuable content, will you?”

The most important perspective, of course, comes from the developers in the audience we’re trying to build. They’re pretty clear-eyed about value in content. They scan our blog posts, case studies, white papers, articles and eBooks with one main question in mind:

Is this a good use of my time?

If there’s value in your content, your audience will gladly go all the way through it and click on your call to action.

If it isn’t…well, most of the time you won’t know.

photo credit: 10ch


Author: John White

John White of venTAJA Marketing is a content marketing writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s a dirty job, but somebody has to do it. Download his eBook, “10 Questions to Ask When Hiring Your Content Marketing Writer.”