How we built a successful developer content program at Apple when Mac OS X was a new platform.

1. Building a Developer
Content Program

2. •David E. Gleason is a content manager, writer
and marketer with wide experience in Silicon
Valley
•He created this presentation to share on
SlideShow
•Updated May 14, 2013
The Author

3. The Problem
• In 2002,Apple’s Mac OS X was brand-new
and unfamiliar to most developers
• Old developers were unsure what to do
• New developers did not know where to start
• Reference library documentation was detailed
but complex -- not easy to begin there

4. The Need
• We needed to highlight what was new and
exciting
• We also wanted to introduce new ideas,
technologies & tools
• We needed a “technical marketing” solution
• This would require buy in from stakeholders
• It would also require outside contributors

5. The Solution
• Our solution was a Developer Content
Program for defining and creating feature
content
• The Program allowed us to define content
types that were not in the Reference Library
• It also allowed us to develop a formal process
for creation, review and publication
• Having a Program made it easier to get
funding for contract writers

6. The Content Manager
• One person was selected to manage the
content program
• The Content Manager drove the process
• S/he found stakeholders, selected topics, then
found the writers
• Having a single responsible person and point
of contact is critical to keep things moving.

7. The Benefits
• A content program lets you highlight things so
readers are more likely to see them
• It also lets to address certain audiences; e.g.,
graphics developers, beginners, IT staff
• It gives you content to disseminate through
social media, forums and places off your site
• It gives the reader an overview in 20 minutes:
what is it, why do I care, how do I start?

8. What is Feature
Content?
• What it’s not: Reference Library content
• What it is: benefit-oriented articles on key
topics, technologies or tools
• Less “how,” more “why” in say 2,000 words−
• Technical tutorials the− “how” in short
• Success stories on benefits of using new
tools/technologies
• Articles on improving your business

9. What is Feature
Content (cont.)?
• Feature Content is also easier to create than
reference material
• More informal, more persuasive
• It has a shorter shelf life so it’s easier to
remove
• It’s marketing to a technical audience

10. How Do We Do That?
• Create content that points to the rich &
deep treasures in the Reference Library
• Elevate awareness of new content, at the
front of the website
• Feature the tools, APIs, or solutions that are
new or you want to promote
• Provide brief tutorials to get readers started
-- “on ramps” to the main highway of
resource material, at a safe speed

11. What Were the Results?
• It took 2-3 years for the program to reach
an output of one article per week
• Traffic grew with increased content
• Most popular were tools and upcoming
technology overviews for developers
• Annual traffic reached 5 million downloads,
just for feature content

12. Defining a Feature
Content Project
• Conception: start with a defined goal
• Fill out, submit Content Project Brief
• Submit for approval, get funding if needed
• Engage an author, define project timeline
• Cycle of drafts, review, sign off
• Publish on host website, maintain content

13. Conception
• Start with an idea, something you
want to explain
• Define the business case
• Find stakeholders, talk it up
• Who is the audience?

14. Create a Content
Project Brief
• What is the business
purpose?
• What is the scope of this
content?
• What is the timeline?
• What will it cost?
• Provide a detailed outline.

15. Submit for Approval
• Submit content project brief
to stakeholders for approval
• Identify writer/creator
• Make sure you have budget
• Get final approval to start
work

16. Find, Engage Writer
• Identify skill set who is the−
best writer for this project?
• Submit engagement form to
vendor approval if new
• Define schedule
• Define deliverables
• Review current outline, revise
• When P.O. is assigned, writer
can start work

17. Draft & Review Cycle
• Writer meets with
stakeholders, interviews,
gathers information
• Writer creates first draft
• Reviewers provide
feedback
• Next draft iterate until−
document is done

18. Web Production
• The web team adds to
template, does layout
• Also hosts document on
staging server
• Final content, design
review final tweaks−

19. Publish Content
• Document enters
publishing queue
• Pages go live according
to the content schedule
• Notify community, press,
social media
• Track stats, evaluate
reader response
• Curate content

20. Life Cycle Management
• Some content may be repurposed in the
Reference Library
• Convert some articles to documentation for
updates and expansion
• Repurpose some as tech notes
• Remove content as it becomes obsolete

21. Thanks for watching!