How to Successfully Market an API: Fine-Tuning Developer Relations & Platform Advocacy

In the widening API sphere, marketing an API business involves knowing your customer intimately, and fine-tuning your developer support channels to help users excell. From evangelism, advocacy, to community building – the job of promoting a developer-centric program (and doing it tastefully), now needs its own strategy.

This eBook is structured into four parts. We first we walk through a Planning stage with tips on starting your program, understanding your target consumer, market research, and more using the API canvas model to position your agile API business. Next, we discuss Developer Relations with tips on onboarding and quality developer experience when it comes to overall API design as well as documentation and developer portal resources. Next, we cover tips on Promotion, outlining API discovery techniques and relevant press resources that will help spread awareness of your product, as well as ideas for creating evergreen content for blog publishing that informs and engages API users. Our last section on Advocacy defines the roles of program evangelists, tips on holding your own developer conferences, as well as case studies into failures and successes companies have had with public API programs in recent years.

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