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What Is a DevRel Campaign? The Complete Guide
Jan 1st, 2022

What Is a DevRel Campaign? The Complete Guide

Developer Relations is all about creating educational content that enables developers to find success. Because of this, one of the biggest wins you can learn in DevRel is how to repurpose your content.

For example, if you're planning to write a tutorial on how to do something, you may find yourself:

  • creating a GitHub repo to represent the code side of your tutorial,
  • summarizing the content in a blog post for or your organization's blog, and
  • doing a walkthrough of your tutorial via a live stream or video.

Early in my career, I started thinking about the efficiency of my time and repurposing content. I began strategizing my deliverables in a campaign-esque way. Instead of thinking about the why, who, when, where, how of each content piece, I thought about the campaign as a whole and associated those details to the campaign instead of each individual content piece.

What should a DevRel campaign include?

At a high level, your campaign should cover the following areas of focus:

  • Strategy
  • Goals
  • Resources
  • Deliverables
  • Tracking impact


This focus area usually takes the longest and requires Discovery with stakeholders across your organization. This section of your campaign is incredibly important for the approval process as well. When you can compile the following information together, you're able to exemplify the impact of your campaign to key stakeholders and approvers.


The objective should break down the why of your campaign. What problem are you trying to solve, what research have you done, and how will you solve this problem through your campaign?


It's probably pretty clear that the audience section should break down who you are targeting with your campaign and why these audiences would benefit. If you've defined developer personas for your Developer Relations program this section should be a breeze.


Messaging can be quite detailed, especially if your campaign is focused around a new product offering or feature. It's incredibly important to work closely with stakeholders on messaging to ensure your entire company is representing your work in the same way. I usually break down some or all of the following areas:

  • Focus description
  • Short positioning statement
  • Detailed positioning statement
  • Keywords
  • Value propositions


Like all campaigns and projects, it's incredibly important to outline potential risks early and have a plan to mitigate those risks.


If you've read Developer Relations: How to Build & Grow a Successful Developer Program then you know you need to consider your company goals as well as your developer relations program goals. You will drive the biggest impact for your company and key stakeholders by ensuring that your DevRel program goals align with your company goals, and your campaign goals align with both.


The resources focus area helps you break down exactly what you need in order for your campaign to be a success. For example, if you're a DevRel team of one, you may need support from other functions within your organization.


Will this campaign have a cost associated? Think about things like sponsorships, travel expenses, paid placement, etc. Outlining your budget early on will help you remove financial roadblocks that could occur later.


Whether you're a team of one or a team of ten, you still may need additional people resources from outside of your team. If you're considering an external party like a contractor or agency, start planning early as you may have to work through a longer approval process with your finance or legal team.


Oftentimes we have the tooling we need to deliver an impactful campaign if your DevRel program has been established for a while. However, ensure that you're thinking about every detail here and if there is a new tool you may need, it's better to define this early on. Clearly defining your tooling needs makes it clear to your approving stakeholders that a procurement process may need to take place.


All three of the areas outlined above usually require some form of an approval process—your entire campaign may include some form of an approval process.

It's incredibly important to outline who you need approval from and for what areas as early as possible. If you're at a larger organization, your approval process may take 30+ days, while at an early-stage startup you may be able to work through this in a matter of days.


Now it's time for the fun part! You're ready to define the deliverables that you're planning to complete with your campaign.

For each deliverable, you need to pull together the following details:

  • Title of deliverable
  • Type (blog, webinar, code repo, etc.)
  • Description of deliverable
  • Dates (ideation to launch)
  • Channel
  • Call to action — what action do you want the user to take?
  • Metrics to track

I also like to pull together the major milestones as well as deadlines. Project management tools like Airtable and Asana are really good at covering this area. I leverage Airtable and like to embed a view right inside of my campaign strategy for stakeholders to review and continually reference.

Tracking Impact

You've strategized the campaign and your deliverables are out into the world, congrats! 🎉

Now it's time to ensure you're tracking the impact of your campaign overall as well as each individual deliverable and how they are accomplishing the goals that you outlined early on. You can create custom dashboards through community growth platforms like Common Room.

This article was originally posted on Devocate, which joined the Common Room family in August 2022. For more developer relations insights and resources, check out the Common Room blog. Learn more about Common Room’s solution for DevRel teams if you're looking for an intelligent community growth platform to educate, empower, and enable your community.

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