October 5th, 2022

How GitHub Approaches Developer Marketing

Developer marketing can be a challenging task, as developers are often a highly specialized and technical audience. However, with the right strategies, it is possible to effectively market to developers and reach this important audience.

One company that has had success with developer marketing is GitHub, a software development platform that offers version control, project management, and collaboration tools for developers. GitHub has employed a number of effective strategies to reach and engage developers, including:

1. Providing valuable resources

GitHub has a dedicated Developer Program that offers a range of resources for developers, including guides, tutorials, and webinars. By providing valuable resources that help developers improve their skills and learn new technologies, GitHub has been able to build a strong community of developers around its platform.

2. Hosting events

GitHub has hosted a number of events for developers, including its annual Universe conference, which attracts thousands of developers from around the world. These events provide a platform for developers to learn, network, and share their experiences with others in the industry.

3. Partnering with other companies

GitHub has partnered with a number of companies to co-market their products and services to developers. These partnerships have helped GitHub reach a wider audience and establish itself as a key player in the developer community.

4. Leveraging social media

GitHub has an active presence on social media platforms like Twitter, LinkedIn, and GitHub itself, where it shares updates, resources, and news with its followers. This helps GitHub stay top-of-mind with developers and allows it to engage with its audience in a more informal setting.


Overall, GitHub has had success with developer marketing by providing valuable resources, hosting events, partnering with other companies, and leveraging social media. By adopting a similar approach, other tech companies can effectively market to developers and reach this important audience.

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