Evolving DevRel Strategy: Understanding Developer Needs and Communicating Value

This conversation with Cassidy Williams offers a potent lens through which to view the often-unseen dynamics of Developer Relations (DevRel) and technical community building. Beyond the surface-level activities of content creation and event speaking, Williams reveals a deeper strategic layer: the deliberate cultivation of trust and understanding within the developer ecosystem. The hidden consequence of this approach is the creation of durable, authentic connections that translate into genuine product adoption and community loyalty, a stark contrast to ephemeral engagement metrics. Professionals in tech leadership, product management, and community building will find an advantage in understanding how to move beyond transactional interactions to foster environments where developers feel heard and valued, ultimately leading to more sustainable success.

The Long Game of Developer Trust: Beyond the Hype Cycle

The world of Developer Relations, as navigated by Cassidy Williams, is far from the static image of a tech evangelist simply promoting a product. Instead, it’s a dynamic, evolving discipline that requires a deep understanding of developer psychology and a long-term perspective. Williams emphasizes that true DevRel isn't about chasing fleeting trends or maximizing follower counts; it's about building genuine relationships and providing tangible value. This approach, while less immediately gratifying than viral content, creates a powerful competitive advantage over time by fostering a loyal and engaged community.

The initial exposure to DevRel for Williams came through hackathons, where the direct interaction with potential employers and the act of "shipping stuff" sparked an interest. A pivotal moment was participating in Twilio's early program focused on improving technical communication, which involved practicing public speaking and writing tutorials. This experience laid the groundwork for her first tutorial, a foundational piece that still exists today. The transition into a formal DevRel role at Venmo, where she simultaneously coded and advocated, highlights the hybrid nature of early DevRel positions. This "DevRel sandwich," as she describes it, has characterized her career, oscillating between deep technical work and external advocacy.

"It's great to be able to kind of lift as you climb and and pay it forward and and give the knowledge that you have to other people especially when you can see that they're able to use it and grow their own careers as well that that's that's the best part."

This philosophy of "lifting as you climb" is central to Williams' approach. She credits mentors with providing crucial guidance that accelerated her career, emphasizing that hard work alone isn't always enough. These mentors offered direction, advised on compensation, and made key introductions. This experience informs her own commitment to paying it forward, whether through resume reviews, mock interviews, or offering constructive criticism. The implication is that investing in others’ growth not only strengthens the community but also creates a network of support and expertise that benefits everyone involved. This contrasts sharply with a purely individualistic career trajectory, where focusing solely on personal advancement can lead to isolation and missed opportunities for collective progress.

Navigating the Shifting Sands of DevRel Strategy

The landscape of DevRel has undergone significant transformations, particularly in recent years. Williams notes the shift from a heavily in-person, event-driven model to a more content-centric approach during the pandemic, with a subsequent pivot as algorithms changed and creator burnout became prevalent. The current phase, she suggests, is more strategic, focusing on identifying underlying developer needs and crafting narratives that address them, rather than simply mass-producing content.

"It's more like okay, how do I identify certain things well, what behind the scenes work can I do that will eventually long tail be better?"

This strategic evolution directly impacts how companies should approach hiring for DevRel roles. Williams strongly advises against prioritizing follower counts, citing instances where popularity did not translate to job effectiveness. Instead, companies should seek individuals who understand the developer mindset, possess coding knowledge or a deep understanding of how coders work, and can effectively identify and solve developer problems. The specific needs of the company--whether focusing on technical writing, community engagement, or strategic advocacy--should dictate the ideal candidate profile. This requires a nuanced understanding of the audience and the desired outcomes, moving beyond generic metrics to specific skill sets and strategic alignment.

The content creation philosophy Williams espouses is rooted in listening and responding to developer feedback. At GitHub, this involves analyzing trends from various feedback channels to inform content strategy. A successful initiative, for example, was a regular live-streaming series designed to answer developer questions in real-time, which significantly boosted engagement on the GitHub YouTube channel. This reactive approach, combined with longer-term strategies like SEO-driven content creation and overarching messaging pillars (e.g., "GitHub is by builders, for builders"), demonstrates a sophisticated understanding of how to connect with and support the developer community.

"You have to meet people where they are and slowly kind of direct them in a certain way."

This principle of meeting developers where they are is crucial, especially when introducing new technologies or concepts, such as AI. Williams acknowledges the inherent skepticism among many developers and advocates for a nuanced approach that addresses their concerns and offers practical guidance. Instead of simply pushing a narrative, the goal is to provide tutorials and information that help developers explore the potential benefits while mitigating risks like hallucinations or workflow disruptions. This gradual, empathetic approach is far more effective than a top-down directive and builds trust by validating developers' existing perspectives. The implication here is that genuine advocacy requires understanding and addressing skepticism, not ignoring it.

Actionable Takeaways for Building and Advocating

• Prioritize authentic connection over vanity metrics: Focus on building genuine relationships with developers rather than chasing follower counts or superficial engagement. This requires active listening and a commitment to understanding their challenges.
• Invest in long-term community building: Recognize that durable community loyalty is built through consistent, valuable contributions and support, not through short-term marketing tactics. This pays off significantly over time.
• Embrace the "lift as you climb" philosophy: Actively mentor and support others in your field. This not only helps them grow but also strengthens your own network and reputation.
• Develop a strategic content approach: Base content creation on developer feedback and identified needs, rather than simply producing volume. Map content to specific goals and audience segments.
• Address skepticism with empathy and practical guidance: When introducing new technologies or ideas, acknowledge potential developer concerns and provide concrete examples and tutorials that demonstrate value and mitigate risks. This builds trust and encourages adoption.
• Understand the diverse needs of DevRel: If hiring for DevRel, look for individuals who understand the developer mindset and can align with specific company goals, rather than relying on generic popularity metrics.
• Embrace the "awkward stage" of tech: Recognize that rapid technological change creates uncertainty. Focus on foundational principles like clear communication, problem-solving, and community support, which remain valuable regardless of the specific technology.