One thing that’s jumped out at me in my early 2015 tech/startup reading is how everyone seems to be motivated to write more, blog more, express themselves more. As a founder of a startup and an engineering manager I’ve learned first-hand the power of content marketing, and for the past few years I’ve been helping CTOs use this and other tactics to build their unique engineering brands, which, in return, attracts better talent to their teams.
Most startup CTOs now realize that publishing a team engineering blog is table stakes. It builds their team brand, is helpful for recruiting, propels the careers of their individual engineers, and shows the team’s attitude of generosity. But at the same time, many blogs languish or die a slow, miserable death with a handful of posts and only a few dozen hits (ugh!).
The reasons? It’s hard to inspire your engineers to write. It’s hard to figure out a marketing/distribution strategy (besides the flash in the pan you might occasionally get as a trending story on HN). And it’s hard to build an internal culture of writing and communicating. After all, engineers hate writing documentation, right? Isn’t an engineering blog the equivalent of writing public documentation?
But don’t despair! I assure you there’s hope!