Process

212. 7 Common Content Marketing Mistakes with Stephanie Morillo

June 29, 2021

In today’s episode, we welcome back content creation aficionado, Stephanie Morillo. Stephanie is a technical program manager at Microsoft and specializes in content strategy. She is the author of the acclaimed book The Developer's Guide to Content Creation. In our conversation we discuss the contents of her blog post 7 Common Content Marketing Mistakes Developers Make and How to Avoid Them. We cover relatable mistakes like not dedicating enough time to the editing process and not adding detailed descriptions to multimedia content. Stephanie shares constructive feedback and tips for how to avoid these mistakes and how to take your developer content to the next level! For all this and much more, tune in today!

 

Key Points From This Episode:

  • We welcome back returning guest Stephanie Morillo!
  • A rundown of the seven common marketing mistakes that developers make when they create content and how to avoid them.
  • The first common mistake is not dedicating enough time to the editing process.
  • Stephanie shares tips and advice for becoming a better editor, like installing Grammarly.
  • Mistake number two concerns not adding detailed descriptions to multimedia content.
  • Stephanie explains how adding descriptions, links, and show notes for videos and podcasts allows for optimum accessibility.
  • The third big mistake is not posting consistently enough on social media.
  • Stephanie shares her insights on how Twitter’s algorithms work and offers tips for better content promotion.
  • Mistake number four: when you don’t repurpose your content for other mediums.
  • How to avoid mistake number five by engaging with your analytics to measure performance.
  • The sixth mistake concerns establishing a rhythm when it comes to how often you publish and being sure not to publish too much content at once.
  • With mistake number seven Stephanie offers enlightening information on how to learn from other publishers, something that developers don’t do often enough.
  • And much more!

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If you are a software developer or technology leader looking to stay on top of the latest news in the software development world, or just want to learn actionable tactics to improve your day-to-day job performance, this podcast is for you.

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Transcript for Episode 212. 7 Common Content Marketing Mistakes with Stephanie Morillo

[INTRODUCTION]

[0:00:01.9] MN: Hello and welcome to The Rabbit Hole, the definitive developer’s podcast. Living large in New York, I’m your host, Michael Nunez. Our co-host today.

[0:00:09.3] DA: Dave Anderson. 

[0:00:09.4] MN: Today, we’ll be talking about the seven common content marketing mistakes developers should avoid and have to avoid.

[0:00:16.8] DA: I have made at least seven of these.

[0:00:21.4] MN: All seven, Dave? All seven?

[0:00:23.2] DA: I am pretty sure there are more than seven mistakes you can make and I’ve made all the mistakes but I do not know how to avoid them, so luckily we do have a guest that can help us with that.

[0:00:32.6] MN: We have a special guest in the building, once again, we have Stephanie Morillo. How’s it going, Stephanie?

[0:00:37.0] SM: Not bad, how you doing?

[0:00:38.5] MN: I’m doing all right. Tell us a little bit about yourself for those who may not have heard of you before?

[0:00:42.9] SM: For sure. By day, I’m a technical program manager at Microsoft where I manage the AB testing program on Azure.com and by night and by trade, I am a content strategist who specializes in developer content.

[0:00:56.7] MN: Also, I imagine you may have seen developers left and right, making all sorts of mistakes, all over the place.

[0:01:02.2] SM: My goodness, oh yes, I have, every day.

[0:01:05.0] DA: We did have you on very recently to talk about how to get started with doing technical writing on your blog and that was some great advice there so you should definitely check that out but after you got started, you’re going to make the mistakes.

[0:01:21.2] SM: It happens.

[0:01:22.7] DA: That’s how we learn.

[0:01:24.4] MN: Yeah.

[0:01:25.2] DA: What do you think is a common mistake that people are making when they’re writing content?

[0:01:30.9] SM: The first one is not spending enough time with editing. A lot of developers spend time in the research stage and in the writing stage. They’re trying to figure out what it is that they want to write about, maybe they have to do a little bit research, recent documentation to figure it out, do some testing, some tinkering and then they spend all of their effort in writing and writing is exhaustive.

Then maybe afterwards, they might give it kind of a cursory look and then say, “Okay, I’m just going to go publish the thing.” The problem with that is that not only have you not checked first of all to see if everything – if you actually didn’t miss anything. Sometimes when we write things out, we make assumptions about what the audience knows, we may miss-steps and we don’t know that until we publish it and somebody says “Hey, I was actually confused by your article.” There’s also the issue of having grammar issues and typos.

If you have enough grammar issues and typos, they’re actually very distracting to the reader, we can generally – our brains can generally skip over one or two of those but if it tends to be something really consistent, it makes it really hard to read so you’re actually spending a lot of time going word by word.

[0:02:36.7] DA: It’s like a little poke every time.

[0:02:38.5] SM: Yeah and it slows everybody down. I would recommend the developer spend more time in editing but in terms of editing, there’s actually a few things that you can do to facilitate this. How do you avoid not spending enough time in editing?

[0:02:52.3] DA: Yeah, I feel like it’s like a very big skill too. It feels a bit intimidating.

[0:02:55.9] SM: It is, it’s a different skill.

[0:02:57.4] DA: Okay, now I do have to be like, the big idea person and I have to write it all down but then you also have to be like a really good editor in order to make it readable. It seems intimidating.

[0:03:08.8] SM: Well, here’s the thing. Everybody has, the proficiency in each of those things is different so you’ll have, for example, book editors that are just – they have hawk eyes and they can spot everything and they can help you make your book sounds polished but they’re not necessarily good writers and then you have people that are better writers than they are editors. It’s not that you have to be as great of an editor as you are as a writer.

You have to have some space between you and the piece that you wrote, take some time so that you have to put your editor hat on. It’s hard to do that when you're in the midst of writing and like, you’re like, “Okay, I’m going to write, now I just finished and then I’m going to go straight from the top.” You don’t have to do that, you can take a break, it can be a few hours, it can be a few days even, take a break and come back at it with a different set of eyes.

You can use applications to help you there. A few apps that I like, I’m a big fan of Grammarly, in fact, Grammarly is the best.

[0:03:59.3] DA: I just started using Grammarly and I installed it.

[0:04:02.2] SM: How do you like it?

[0:04:03.3] DA: I feel attacked continuously but it seems fine. Yeah. I was writing it and it was giving me emojis about –

[0:04:14.1] SM: Sad face and the happy face?

[0:04:15.1] DA: Yeah, it was like all these sad emojis and I’m like, “What? I’m just like summarizing a meeting I had with somebody and it’s like, you sound disapproving.” I’m like, “What?”

[0:04:26.4] SM: It can be kind of judgmental. This is the thing about those editing apps. Even when they offer edits, they’re not perfect. When you’re using something like Grammarly, it edits as you write so in real-time, it’ll point out errors and things like that. The problem with accepting everything is that Grammarly for example doesn’t understand tech jargon or tech speak. We might be using certain terms and concepts and they might say, “This is a huge typo” and you're like, “No, actually, this is how the thing is spelled out, that’s just what it is.” That’s just what it is.

[0:04:57.7] DA: Right, I’m the professional here Grammarly, get out of here.

[0:04:59.7] SM: Yeah, you have to just be judicious with it. What it does is that it gets people in the habit of checking their work, that’s really the main thing. It gets people in the habit of going, “Let me reread this sentence and see if it actually makes sense or if I miss something.”

[0:05:14.8] DA: I do like the metrics behind it too where it’s like, “This is the number of readabilities that you’re saying is.” I’m like, “Yes, numbers, I get this.” It seems like so much more easy to grok. It’s like okay, yeah. This since has – it’s comma spliced to hell and yeah, this is really five sentences or I’ve actually said the same thing three times like let me just delete it and I think that’s been pretty helpful. 

Especially for – I’ve been mainly using it for emails, just to keep it punchy in the emails and not just make a block of text but I could totally see that being super helpful for a blog too.

[0:05:55.3] SM: I find that it’s helpful for just about any kind of writing that you do. Grammarly I think is optimized for helping people write more concisely, tighten their writing, eliminate like you said, a lot of those redundancies and we all have our idiosyncrasies when it comes to punctuation and it helps point out, “You know, you have a little bit too many exclamation marks here” and like you said, it’s common splice to hell and you're like “Okay, yeah, I got to figure that out” but I think that using a tool like that using a tool like that, again, just gets you in the habit of figuring out where you’re – what the areas of improvement are so that as you write, you’re writing with those things in mind.

[0:06:35.0] DA: I do love this point you have in your article as well about breaking up long things into smaller things.

[0:06:43.1] SM: Yeah.

[0:06:43.8] DA: Yeah, even if you’re writing a book or something like just breaking things up into the groups where it’s like, “This is a punchy point that you’re making” and then you get to the point and then you finish it and you move on to the next one. That’s, I think that’s great advice.

[0:07:00.9] SM: It’s how we consume information on the Internet, we all have, our attention spans are very short online and when people tend to read online, they look like their eyes are actually scanning the page. They’re not reading word for word, they’re actually looking for page breaks, they’re looking for headers, they’re looking for bullets, anything that kind of breaks up the text to help them very quickly scan and move on to the next thing.

Anything you can do as a writer to help do that and you’ve mentioned Dave, how you don’t like sending emails that are like a block of text, anything that you can do to kind of break things down into the smallest component helps people read and capture the information better.

[0:07:44.3] DA: Yeah, that’s like one of those things that also makes it more accessible as well. When you're kind of doing this kind of editing and breaking it up and adding the headings and things like that, you’re making it more accessible to not only different levels of people but differently abled people, it’s one of those curb effect kinds of things.

[0:08:03.9] SM: Yup, agreed.

[0:08:06.1] MN: I have a blogpost, I have Grammarly now and I’m typing great, my typing is so good now that I have Grammarly in this example. The net one I talked about, with a lot of the tech writing that happens, people are going to upload videos or examples of things and I see that here, not adding detailed description to multimedia content. My question is, I thought that by me adding the videos, adding description to the thing, what do you mean by the detained description to the content itself?

[0:08:35.2] SM: That’s a great question. With this particular example, I wasn’t even thinking about blogging, I was thinking about the podcast and the videos that we see like proliferating everywhere in tech. Oftentimes, I will see people upload a video about something, they’re doing something and in the description section, they have maybe one line of what the video is, there’s no shownotes, they have no – they don’t actually tease out anything about the cadence, about the topics, about what’s being covered.

I think going back to what Dave was talking about with accessibility, that’s a huge issue in terms of making your content accessible. If I land on your video on YouTube and the title tells me something and I’m like, “Okay, I might want to click on it” I usually read the description to try to see what else is covered so if you don’t put information in the description, you actually lose out on a section of your audience because having to listen to a podcast or watch a video is a time commitment.

You have to draw people in. You have to give them info, you have to tell them, link out to any docs or articles or websites that are being referenced on the video or in the podcast and you want to pick out certain things that will entice people to watch it but not just that that, give them enough information to help them decide whether or not it’s relevant to them.

[0:09:55.2] MN: Right, it’s like the idea of you having to offer the listener or the viewer an incentive to want to click on that link because I have to give three minutes of my time and three minutes on the Internet is a long time.

[0:10:12.0] SM: It is.

[0:10:12.5] DA: Or also, if you're kind of like, in the middle of work or something and you want to reference something quickly and then there’s like a video in the middle of an article and I don’t know, this used to happen, I’ll be in the office and I wouldn’t want to play it and then I’m like, “Okay, I guess I just won’t know what this is, I’ll just move on.”

[0:10:33.1] MN: Yeah, you probably got all the tabs open on your chrome, with all the things you want to see lined up, ready to go.

[0:10:40.8] DA: Yeah, but I still, most of the time don’t want to hear something a lot of times, I’m looking and I’m in a reading mode, I’m in the reading mode, I want to get through it so I do appreciate that when people do that. I feel like we’ve gotten comments too on Twitter posts that we’ve done for people who have commented on the outline or the show notes or things like that. They’re like, “Oh yeah, I love this idea, this is a good point, I didn’t listen to the podcast I just read the show notes”.

[0:11:06.3] SM: Yeah, they just read the shownotes and they’re like, that’s actually really dope, you give them something to remember your content by so if they have to bookmark it and come back to it later, that’s fine but they understand, they get the TLDR of what’s being discussed.

[0:11:20.6] MN: Dave, I think the next point is talking about us specifically. I feel personally attacked right now.

[0:11:26.5] DA: Attacked number three.

[0:11:28.8] MN: Two years ago.

[0:11:29.2] SM: I was thinking about you, Dave, when I wrote this two years ago. 

[0:11:32.9] DA: It’s like, there’s this guy.

[0:11:35.3] SM: I don’t know him yet but.

[0:11:36.7] DA: Yeah, I haven’t met him yet but this is for him and his lazy self.

[0:11:40.8] MN: Yeah, the third bullet is not promoting content enough on social media and I apologize in advance, God’s working on all of us. Stephanie, tell us about why this is a product –

[0:11:51.6] DA: Mike is carrying me, he’s carrying me on social media.

[0:11:55.4] MN: Mine is just a problem and why do people want – what’s the incentive to want us to promote more on social media?

[0:12:02.2] SM: Well, the problem is that a lot of people get really excited. They’re like, “Okay, I publish this one blog post and it's really good and I’m going to tweet about it” and they tweet about it once and that’s it. They might tweet about it twice, maybe they’ll retweet it later and that’s it, the truth is that the way social media works and we all know how social media works, they’re algorithmic in nature and they constantly refresh. If you, let’s say, have 500 followers, all 500 of your followers are not going to be on Twitter at the same exact time.

At the moment you publish that piece of content, only a percentage of your followers are going to be there and are going to see it.

[0:12:39.1] DA: Right.

[0:12:39.2] SM: That might resurface for the people who are in different time zones ever again. Not just that.

[0:12:44.0] DA: Yeah, it’s just like a fire hose, right? The fire house, the tsunami comes and it just carries – 

[0:12:49.1] SM: It’s like a little blip and then the blip is gone and then the people who follow you but maybe are on different work schedules, different time zones, then they don’t see that and then you haven’t resurfaced it so that’s one issue.

The second issue is that some people might see it but you still kind of – you have to realize that there’s always takeaways, different – think of two or three points that you made in that podcast or in that video or in that blog post that are interesting, that your audience might want to know about. You can use each subsequent tweet, LinkedIn post, whatever, to kind of focus on that one particular point like maybe they’re not interested about point A but they’re going to be interested in point B.

When you’re promoting your content, you’re ensuring that more of your audience gets to see it, you're ensuring that people engage with it and that it increases the visibility so that you can kind of – you know, that’s how a lot of corporate social media accounts tend to work. They will schedule a social media post for different time zones and experiment and here’s another thing with not promoting enough content on social media. If you’re scheduling a tweet for 11 PM on a Saturday, it's’ not going to get, nobody’s going to look at it.

[0:14:00.3] MN: Nobody is leaving, nobody is now finding a computer. 

[0:14:02.3] SM: You got to schedule it for times that people are most likely to see it and engage with it. 

[0:14:05.9] DA: Look at the bar, they’re friends like, “Oh yeah, let me read this tech blog post.” 

[0:14:11.4] SM: Oh, no like, “Let me listen to this podcast here in the bar.” No, no one is going to do that. 

[0:14:15.6] DA: Please, I’m having a moment with The Rabbit Hole right now, just drinking a beer. Is there a right platform that I should promote on? Is Twitter correct or is it LinkedIn?

[0:14:31.3] SM: I would say that Twitter is correct for developers but LinkedIn surprisingly tends to be very underutilized even though it makes sense to publish certain things on there because developers are on LinkedIn looking for jobs or they might be, you know? That’s what it is so the idea is that if you have to know where your audience is at. If you look at your analytics and you see where you’re coming from, then you want to make sure that you’re publishing something so that you are producing for that platform. 

If most of your listeners come into Twitter, you want to make sure that you are publishing on Twitter but you want to make sure that you’re promoting it more than once and listen, this is another thing that blows people’s minds. One thing that I do that consistently gets me views on my blog post is that I will resurface tweets that I tweeted like six months ago promoting an old blog post and I will retweet that like a few months later and without a doubt, I would get more likes, more retweets and people who find that interesting. 

If you have all of this content you’re kind of sitting on, you can promote your older content. It doesn’t always have to be the new stuff. 

[0:15:33.7] DA: But do you add new commentary on that or you’re just without commenting? 

[0:15:38.8] SM: Sometimes. It depends like if it’s a tweet that got a lot of engagement like an old tweet, I will retweet that old tweet. Sometimes what I’d like to do though is I like to schedule blog posts of the older content and I might adjust the copy of that or bring up specific points and then that will be a brand new post. I like experimenting, I like trying to see what works best. 

[0:16:01.5] MN: You said the word analytics and there’s another bullet here that talks about analytics.

[0:16:07.6] DA: The question, what works best.

[0:16:10.5] MN: Right. I think you know, a mistake that people make is that they’re not checking their analytics enough to be able to respond to the things that they’re putting out to their content. Me personally, I feel like analytics is something I avoid altogether. I’m like, “No, I don’t want to see how many people read it, oh my god, I just want to put it out there” and then that’s it and that’s definitely a problem. Could you dive into that a little bit as to why? What are some things that we could do with the analytics that we get from our content and how to make it better? 

[0:16:38.8] SM: Yeah, I mean analytics I think tells us a lot of information about how people are finding our content, what pieces of content performs really well, meaning what pieces of content tended to get a lot of views or a lot of comments. What it tells me is that it tells me the level of engagement that my audience has with my content using platform specific metrics. Like on social media, the focus would be on impressions, on retweets, on comments. 

If it’s a blog, you might be looking at page views, time on page, bounce rate, that kind of thing and even things like your referral traffic. I like to see that because I like to know where my audience is coming from. I like to know, “Okay, if I wrote this blog post but you know, it didn’t really get a lot of love on Twitter but I’m still seeing that a lot of people visited it this month. How did they find out?” the next thing that I find out is that a lot of people actually came through Google. 

That means that my SEO is going – SEO, it means that my SEO is on point and that people are finding the content and that they’re relevant. You might notice overtime, you might notice trends, maybe people are gravitating towards certain types of topics, which is great because then it tells you, “Okay, if people really like, I don’t know, my content about React Native” or whatever, then maybe I should focus on writing more of those kinds of posts because those are the types of things that seemed to perform really well. 

It gives you kind of a bit of a direction especially if you are not really sure what you should be working on next. It also points you know, places for improvement. If something isn’t performing the way you wanted it to, there might be room for investigating to see why. 

[0:18:10.8] DA: Yeah, this one does like I think what Michael is saying, it feels kind of true where it’s like there is kind of like this metric of likes and impression and whatever equals happiness but I think that we are talking about it is a bit more healthy where it’s like, “Okay, this is just more scientific. Let’s see what’s working, let’s be curious” and just check it out and not be judgmental of your post that only got one like or whatever.

[0:18:43.2] SM: Frankly, it is like an imperfect measurement. It just measures one specific thing and you can decide how you want to use that information. You can decide to disregard it completely, you can decide that you might want to optimize for it. All it does is that it just gives you something to kind of aim towards if you are not really sure what it is that you should be doing differently. It helps you answer some of those preliminary questions like, “Okay, what should I do next?” 

What should I improve upon? Analytics is just like one of the first places that you go to, to kind of figure that out. It is not the only way but it is one of the ways to help you. One of the tools you can use to help you with that. 

[0:19:19.2] MN: I see, so now that we’re using the analytics that we’re getting in a scientific matter. I think the next bullet points to the idea of not repurposing existing content for other mediums and I think that’s like what it – 

[0:19:35.1] DA: It feels meta. 

[0:19:36.4] MN: Yeah, I know. It really does because you get the – I can only imagine if I put a blog post out and I get a high response on Twitter, maybe I can repurpose this somehow for LinkedIn as you mentioned before. 

[0:19:47.3] DA: Right or if you write a post about seven common marketing mistakes and someone reads it and they’re like, “Wow, I really want to talk with you about this.” You could make a podcast about it.

[0:19:56.2] SM: You can make a podcast. Yes, you can. 

[0:19:58.4] MN: Bam! Baby, we did it. We did that one, we are repurposing existing content, yes.

[0:20:04.1] DA: Wow, reduce and reuse. 

[0:20:07.3] SM: It’s all about not having to reinvent the wheel. It’s funny that you mentioned that Mike because last year, I was on a podcast where I spoke to the podcast and they actually took an excerpt of it and turned it into a blog post and I still refer to that blog post, you know what – and then people will listen to the podcast through that. It’s another vehicle for promoting your content but it also helps get your content to new audiences. 

Maybe everybody is not really into podcasts but if you all had a blog that accompanied the podcast and then you worked with the editors to kind of like – you know, you have transcribers, you pick out certain things and you turn that into a blog post. It’s another way of promoting the podcast but you’re doing it in a way that maybe another audience would appreciate receiving that same kind of content. It’s really about just like, “Okay, I have this stuff. You know, I had this blog post. I could turn it into a video of this, of that and the third” and it makes the whole process of like, “Oh, I have to create something new every time” less overwhelming. You don’t have to create everything from scratch at all. 

[0:21:02.0] DA: Right. I mean look at Marvel, you know? 

[0:21:04.5] MN: There are comic books, there is a movie. 

[0:21:06.0] DA: 22 movies.

[0:21:07.8] SM: That is Hollywood, yeah sure. 

[0:21:08.3] DA: Yeah, right? 

[0:21:08.7] SM: Yeah. 

[0:21:09.1] MN: They have comic books to action figures, now they got 22, 23 movies, they got mad movies.

[0:21:14.8] DA: I’m ready for the Stephanie Morillo extended universe. 

[0:21:19.5] SM: Oh my gosh. 

[0:21:20.2] MN: Of content creation, let’s go. 

[0:21:22.2] DA: Content creation. 

[0:21:23.6] SM: I mean that would actually be kind of dope, that would involve a whole team but you know Hollywood is taking it to the other extreme. They still need new stories and stuff, like you don’t want to take – you don’t want to just repurpose but it helps with – 

[0:21:33.3] DA: We don’t want a Captain America. 

[0:21:34.9] SM: Right, every five years now. We don’t need all of that. 

[0:21:37.9] DA: Yeah, radio free. 

[0:21:39.8] MN: If you repurpose your content from moving it from one medium to another helps, as you mentioned, relieve yourself of the pressure of having to think about creating new content because you could just repurpose the old one and I think your bullet, the next one we talk about or rather that the blog post refers to is publishing too much content at once. Is that even possible? I can ever like, have I ever thought that I could publish too much content? 

[0:22:06.2] SM: I know people who have done this. I remember working with a developer advocate who at one point published something like five YouTube videos and somewhere like five hour-long YouTube videos within a span of a few days and they would do this like there was no rhythm or reason to how often they publish like they were constantly publishing things. Believe it or it does happen, the point that I am trying to stress here is to space out your content. 

Maybe Dave, you sit down and you’re like, “Okay, after this podcast episode I’m really inspired. I’m going to write five blog posts.” Don’t publish all of them right after the other. 

[0:22:39.1] MN: Dave, don’t do that. 

[0:22:40.3] SM: Don’t do that. Space them out. Space them out, it could be once a week, it could be every two weeks but the reason you do that is first, the way you all do it with the podcast, you want to establish a cadence that works that’s sustainable, so you don’t lose steam overtime because you might find that you know, you had energy to write five blog posts at once but you know, a few months down the line, you’re not going to have as much. 

The output is not going to be the same, so it kind of just saves you from having to feel like, “Oh my gosh, you know I have to constantly do what I did in the past” it’s about making it fit. 

[0:23:12.3] DA: Yeah, I have thought about this with my blog actually and going back to replatforming my blog that we talked about in the last episode. 

[0:23:19.2] SM: I’ve rolled this for you. 

[0:23:20.8] DA: I have Jeckyll for my blog and I don’t think that there’s a good way for me to schedule the post and I think I’ve just made a huge mistake. I think I made a huge mistake, I looked up how to do it and there’s like, “Okay, let’s use serverless to do this” and I’m like, “No.” 

[0:23:37.0] MN: No, you say you use a serverless? 

[0:23:39.3] DA: Yeah.

[0:23:40.3] SM: Fun fact. I was the editor in chief of the GitHub company blog a few years ago and it was about 2,000 blog posts when I was there and the whole blog was on Jackal and it would 20 minutes for a blog post over likes sometimes, so five to 20 minutes because the whole thing would have to rebuild but before I joined, some of my colleagues would have to stay up until midnight or whatever to publish blog post that were supposed to go live in Europe the next day because we couldn’t schedule things. 

I was like, “Absolutely not, this is not going to work.” They migrated the whole thing to WordPress. I was like, “We’re not doing this anymore” and we didn’t do that anymore. 

[0:24:12.5] DA: No, that’s a dark secret, oh my gosh. Why am I still at Jekyll? 

[0:24:16.0] SM: I’ll tell you I was traumatized. I was traumatized. 

[0:24:17.3] DA: I got to replatform my blog. 

[0:24:19.5] MN: Replatform your blog. 

[0:24:20.5] SM: The founder of Jackal who worked at GitHub was like, “You did the right thing” so I’m sure he will agree with you. 

[0:24:26.6] DA: Yeah, I mean it’s important because there’s ebbs and flows and then I don’t want to be a publisher, I don’t know, a publishing monkey and a writer and an editor and like all these other things. I want a computer to do my job. 

[0:24:40.3] SM: Yes. 

[0:24:44.4] MN: We got the bullet number seven, you’re writing your content using your analytics. You are not posting too much, so scheduling Dave. You have to make sure that it is going out at a decent cadence. 

[0:24:54.2] DA: It’s my final deadly sin though. 

[0:24:57.0] MN: Not studying developer marketing. Stephanie, can you tell us more about that. 

[0:25:01.8] SM: Yes. Frankly, I think the developers are doing the best at developer marketing. They are doing better than anybody else, so if there are developers that you admire that create content, like think about the people who create the newsletters that you really like, the blogs that you really like, the screencast, everything, study them. Study them, be a student of how they do things and figure out what it is that you like about what you’re doing. 

Try to articulate that for yourself and try to see if you can replicate it. A lot of these tactics, people copy them. If you’re going to copy them though, at least try to understand exactly what you’re copying and why you think it works. Frankly, the more type of content you read, the better of a writer you’re going to get. If you see the more technical content you listen to or you see or you watch, you’re going to get better in that medium. 

Really, it’s important, you don’t have to do everything in a vacuum. See how other people do it and try to replicate what works. 

[0:25:52.9] DA: I guess that goes back to what we’re talking about a little before maybe off air or on the previous episode of being on social media and being social and maybe engaging with people and having a conversation. I guess I could do it. I could study, I could become – I got it. 

[0:26:14.0] MN: Dave, I believe in you bro. 

[0:26:14.7] SM: You got this. 

[0:26:15.2] MN: You got this. Yo, we got you, don’t worry about it. 

[0:26:18.6] SM: He’s going to be doing the developer content episode moving forward, you watch. 

[0:26:22.1] MN: Yes, yo Dave, I believe in you. 

[0:26:24.7] DA: I’m going to hide in my closet. Bye.

[0:26:27.0] MN: Too much pressure. Too much pressure. 

[0:26:29.0] DA: Too much, yeah. 

[0:26:30.1] MN: You know, I imagine if you follow every one of those steps and they are common enough that we all have been tripped up by them, you will create better content. 

[0:26:39.5] SM: Yes, you will. 

[0:26:40.1] MN: It’s been Stephanie Morillo approved that you will create better content. Stephanie, how can people contact or reach out to you if they have any questions about the blog or about other content that you create? 

[0:26:50.7] SM: Yes, you can find me on Twitter @radiomorillo. You can find me on the Internet at stephaniemorillo.co and if you’re interested in my book, The Developer’s Guide to Content Creation, you can find that at developersguidetocontent.com. 

[0:27:05.0] MN: Awesome, so I am ready to write content, you know, and not fall through those mistakes. I’m going to check the analytics, I have to. 

[0:27:12.5] DA: This is a lot of fun. I feel like I learned something. I’m going to make some more mistakes so that you can come back and have a sequel blog post.

[0:27:19.3] SM: So I can come back next time?

[0:27:20.3] DA: Yeah, exactly. 

[0:27:21.2] MN: Then write them about you specifically so you feel personally attacked for them. 

[END OF INTERVIEW]

[0:27:27.3] MN: Follow us now on Twitter @radiofreerabbit so we can keep the conversation going. Like what you hear? Give us a five star review and help developers like you find their way into The Rabbit Hole and never miss an episode, subscribe now however you listen to your favorite podcast. On behalf of our producer extraordinaire, William Jeffries and my amazing co-host, Dave Anderson and me, your host, Michael Nunez, thanks for listening to The Rabbit Hole.

[END]

Links and Resources:

Stephanie Morillo

Stephanie Morillo on Twitter

The Developer's Guide to Content Creation

7 Common Content Marketing Mistakes Developers Make and How to Avoid Them

Michael Nuñez on Twitter

The Rabbit Hole on Twitter