Making your brand accessible to everyone can be a Herculean skill. Messages need to be relatable and interesting, while focusing on the benefits without getting too in the weeds. And for most brands, that’s a valuable place to be—approachable content at scale that moves the needle.
However, there are specialized audiences out there who dedicate their lives to being in the weeds, either for their careers or their own curiosity. Those small, smart audiences tend to be the most valuable for Codeword’s clients—tech brands in particular. I’m talking about developer audiences, IT decision makers, digital marketers, early adopters… the kind of people who are hard to reach with traditional marketing but very receptive to meatier messaging about technologies and brands they care about.
That’s why Codeword works so hard to make smart content for smart people. The more sophisticated your audience, the more sophisticated your content has to be. If you’re a tech brand, here’s a breakdown of what that might look like for your core audiences:
Gen pop (most palatable): For the mass market. Content meant to be high-level and engaging. Stuff you’d find on Instagram, TikTok, or anywhere with an emoji-react button.
Tech enthusiasts: For the real fans. Content meant to fuel discussions, build communities, and cater to passions. Stuff you’d find on online forums, niche newsletters, consumer-focused speeches, and in indie media.
Developers and engineers: For the builders. Content meant to push curiosity, provide solutions, and inspire use. Stuff you’d find on Reddit, Discord, Stack Overflow, online forums, and developer conferences.
Investor relations: For the backers. Content meant to showcase innovation, build confidence, and demonstrate growth potential. Stuff you’d find in earning calls, boardrooms, annual reports, or coming out of an executive’s mouth.
Analyst relations (most sophisticated): For the experts. Content meant to shape the industry, inform strategic decisions, and withstand scrutiny. Stuff you’d find in white papers, research reports, market trends, or detailed briefings.
It’s a different way of understanding audiences, and will lead to different kinds of audience journeys. My advice? Nerd out—it’s how our clients get the best results.
