In this article, we’ll explore the “effective content” for each stage based on the AIRDO method we discussed earlier.

Awareness (Awareness)

The premise of this stage is as follows:

• People who don’t know your service

And the content goal is:

• To make them aware of your service (name)

There are several ways to achieve this awareness:

• Blog posts
• Social media posts and shares
• Media coverage
• Event participation (conferences, EXPOs, meetups)

Content that can create these opportunities includes:

• Blog posts
• Third-party review articles
• Media coverage articles
• Press releases
• Event announcements
• EXPO distribution materials
• Event presentation materials
• Social media posts
• Industry latest trends
• White papers
• eBooks

At this stage, people won’t search for your service name directly. It’s important to research their “daily challenges” and provide information that can solve these issues. By creating challenge-driven content and spreading it, you can reach the developers you’re targeting.

Interest (Interest)

The premise of this stage is:

• People who know your service
• People who know the service but haven’t registered
• People considering your service along with similar alternatives

And the content goals are:

• To help them understand your service in detail
• To help them understand the benefits of using your service
• To help them understand how your service differs from others
• To help them understand why your service is better than others

Opportunities at this stage include:

• Blog posts
• Word of mouth
• Recommendations from acquaintances
• Social media posts and shares
• Media coverage
• Event participation (conferences, meetups, webinars)

Content that can create these opportunities (excluding word of mouth and meetup conversations) includes:

• Blog posts
• Getting Started guides
• Case studies
• Third-party review articles and videos
• Q&A
• Documentation
• Feature lists
• Pricing tables
• Third-party social media posts

Register (Registration)

This is the stage where comparison is complete (or perhaps still ongoing) and they’ve chosen your service. The premise of this stage is:

• People who have chosen your service
• People who haven’t completed user registration

And the content goal is:

• To complete user registration

At this stage, there’s not much content can do. Important content includes:

• User registration landing pages
• Tutorials
• Case studies

If user registration is unclear or if users can’t start using the service immediately after registration, you’ll need supporting content. For example, if you only have English pages, it’s good to provide Japanese explanation pages for the Japanese market.

Development (Development & Usage)

This is the phase where users have registered and started using the service. The premise of this stage is:

• User registration is complete
• Users don’t know much about the service

And the content goal is:

• To help users use the service without problems

At this stage, users need a lot of information about the service:

• Documentation
• Getting Started guides
• Tutorials
• Q&A
• FAQ
• Support pages
• Blog posts

Operation (Operation)

This is the phase where development is complete and the developer’s released service is in operation. The premise of this stage is:

• Your service is integrated into their product
• They want to leave your service running without issues

And the content goal is:

• To maintain service reliability

At this stage, you need content such as:

• Documentation (especially error handling)
• Q&A
• FAQ
• Support pages
• Status page
• Update information
• Social media posts

Summary

Content is necessary throughout the entire developer experience, from start to finish. By considering “effective content” for each stage based on the AIRDO method, you can provide optimal information to developers.

MOONGIFT supports your DevRel & developer marketing in the Japanese market. If you’re interested, please contact us.