At WriteOps, we work with companies who are trying to sell their technical product. Almost all of them had a go at their own technical content. Their engineers wrote blogs, spoke at meet ups, and organized webinars.
And None of Their Efforts Worked. Why?
The success of their marketing efforts wasn’t a function of money spent, nor were they solely about clever placement of paid ads. This is pretty true in general, but it is an absolute axiom when you’re marketing to the technical class.