Get more users, customers, and qualified organic traffic through technical content marketing

“We are not growing fast enough”

Many technical companies, particularly those in the developer tooling space and those selling to developers, engineering leaders, and CTOs are struggling to grow their customer acquisition through digital channels in 2024.

Marketers usually try a combination of SEO, paid ads on various platforms, from Google to LinkedIn to Reddit and Twitter, as well as publishing partnerships with technology websites. However, none of these channels seem to meet expectations on performance:

• SEO articles seem spammy and make some of the teammates uncomfortable, they don’t end up ranking high enough to generate meaningful traffic, and even if they do generate traffic, it frequently doesn’t convert into MQLs, SQLs, and customers.
• Google ads seem to be driving traffic and sometimes users or demo requests, but those users are of poor quality, and demo requests usually don’t turn into opportunities.
• LinkedIn ads are getting impressions, but don’t bring in conversions.
• Reddit and Twitter ads are generating clicks at low cost, but those clicks don’t lead to customer growth.

The relevance gap

I have been working in devtools marketing since 2018, and in the devtools space since 2015. According to more than 200 conversations with devtools marketers I had in the past few years, no channel is consistently working for everyone. For some companies, content marketing is driving hundreds of signups and tens of enterprise deals per month. And for some, that number is much lower or zero, even with the same publishing cadence.

Why is it then that it’s working for some companies but not the others?

The answer is, in my experience, is relevance. Too many companies are producing irrelevant content and ads, resulting in mediocre results. The internet is drowning in irrelevance. The way to stand out in 2024 is to be hyper-relevant to specific technical personas, and that means understanding them in detail and crafting content and advertising around their specific pains, hopes and dreams.

Using relevance to generate standout results through content marketing

At Wizard on Demand, we’re leaning into creating extremely relevant content funnels by ensuring that:

• we start with the value of the product or service that we’re promoting;
• we crisply understand the pains that the product solves — and take our time to experience those pains as well as the solution ourselves. This is possible because our entire team has technical backgrounds and experience working with devtools companies;
• we interview your stakeholders and experts for the content we create (interview-based approach);
• we maintain relevance all the way from product to content to promotion of that content.

We work exclusively with a small number of in-house team members, which helps us maintain quality of our work and build in-house expertise. Our team is mostly based in the UK and the US, with a few people elsewhere in Europe.

Examples of our work

View examples of our technical content creation work in AI/ML, Developer tools, Security and Compliance, DevOps, and CI/CD:

Wizard on Demand technical content creation work samples

The Wizard on Demand process

Why our content and ads are better than most of what’s out there

Our secret to producing better content than most of the industry is relevance. Wizard on Demand was founded by and consists of technologists with marketing expertise, allowing us to:

• Create content that is interesting and useful enough that it converts much better than the average contenton technology websites.
• Drive significant amounts of highly relevant organic traffic, frequently rather quickly.
• Promote content via paid media on Google, LinkedIn, and other platforms, which leads to more immediate learnings and results.
• Be constantly on the forefront of the latest industry learnings, as we work exclusively with technical companies and have helped over 50 such companies, from Amazon Web Services to CircleCI to Rudderstack, grow their traffic, conversions, and customer acquisition since 2018.

Schedule a meeting to learn more about our technical content marketing expertise