Kin Lane, the API Evangelist, wrote about API providers being API matchmakers. I believe that idea goes along very well with content marketing for developers through tutorial-style developer content. In the article, which I discovered on APIscene, but Kin originally posted on his blog earlier this year, he claims that the value of a single API is limited, or at least not very visible. The real power comes from the combination of multiple different APIs. API providers need to know how their API fits into the broader landscape of APIs that their customers already use or might want to use. That awareness helps to communicate the value of your product. Kin suggests that API providers should have integration pages and making sure their API is also available on iPaaS providers (think IFTTT or Zapier).
While I agree that a presence on iPaaS providers should be a milestone in every API program and that integration pages are an essential element of developer portals, they are not enough. Kin writes about playing with different APIs in Postman and finding connections. Some of an API provider’s customers might need a little hand-holding to do that. That’s where developer tutorials come in. In their basic form, they typically show how to use an API in a specific programming language or framework. However, they can cover more than that and show integrations with other APIs as well. A good current example is “Build a Workout Tracker with GraphCMS, Auth0 and Hasura” from Jesse Martin of GraphCMS, where he showcases the value of GraphCMS by connecting the product with Auth0 and Hasura.
The great thing about what could be called a combinational developer tutorial is that it adds value for all products and APIs involved. Developer content like this piques the interest of multiple developer communities. It builds bridges, thus making it a piece of content with substantial value and a great, shareable marketing tool.
You read this and have some ideas for integrations between APIs and developer products but lack the time or skills to write a tutorial? Then, come and learn about my developer content production services on my website and contact me to find out how we can work together.