FiredUp! - The Startup Marketing Podcast

DevRel and Technical Copywriting with Erik Dietrich

December 07, 2023 Firebrand Episode 13
FiredUp! - The Startup Marketing Podcast
DevRel and Technical Copywriting with Erik Dietrich
Show Notes

Name a bigger challenge than marketing to an audience that rejects the very idea of marketing. Engineers are known for sniffing out the BS and blocking unwanted marketing efforts from even entering their stratosphere, creating roadblocks for startups that sell to developers. Today’s guest, Erik Dietrich, CEO of Hit Subscribe joins us to share the “right way” to get through to developers through authentic approach and relationship building. This week, episode 13 of the Fired Up! Podcast is about DevRel and technical copywriting. 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the Fired Up! Podcast, Erik Dietrich shares best practices for reaching developers through content, communities and other authentic engagement strategies, forgetting the traditional marketing approaches that often get denied. 

Erik Dietrich is the CEO of Hit Subscribe, a unique marketing business that helps companies reach software engineers with content. Surprisingly, his background is not in marketing but rather in roles as a programmer, software architect, dev manager, CIO, IT manager, and strategy consultant. Erik has used his diverse background and experience to transition into his current role in technical marketing.

Erik, Morgan, and Chris discuss:

  • How developer relations differ from traditional PR and marketing, favoring more of an authentic approach.  
  • The mix of technical and non-technical skills needed for a DevRel expert to be successful. 
  • Getting creative to reach developers through new channels as many are bypassing traditional media sites. 
  • Creating effective technical content for developers by finding the balance of providing enough information without overwhelming the audience.
  • Pros and cons of leveraging open source communities to create technical content. 

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!


Hit Subscribe 




Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.



X (Formerly Twitter)

Work with Firebrand


Getting Things Done: The Art of Stress Free Productivity by David Allen