Commonly at developer focused companies the question from a marketing team will come up of “How do we get content that developers find interesting”? Or how can I get our developers to blog more? Or some other similar question. I general the question of creating content and engaging with developers is a very common one, and often theres a mismatch between what marketing wants to do and what developers appreciate.
Forget trying to “market” to developers. Hopefully you at least have developers that believe in the product their building, if thats not the case then find a new product or a new team. If you’ve got a product targetted at developers and a team that believes in it then you’re already half way there to marketing it. Now back to the first point, forget trying to market it. Start with building some form of an audience, reputation, respect among other developers. This isn’t done through ads, email marketing, SEO or any of that. Its done by creating content that developers find interesting, as a first step forget your product entirely, but don’t worry we’ll get there soon enough.