How it started
Oracle’s Java team was creating content that served a very passionate, but narrow swath of developers and software decision-makers.
They came to us with a challenge: Where do we begin to find, engage, and build a relationship with a broader audience for the brand?
What we did
Program 11 dove into the Java developer world, seeking to understand where they go for information and who influences them. We did a competitive review with other software brands and media serving developers, then surveyed hundreds of developers worldwide. We derived a bevy of terrific insights that gave us the foundation for a content strategy.
As we designed the strategy, we conducted in-depth interviews with internal and external stakeholders to surface insights around what content is helpful and what they need more of.
The a-ha moment: The Java team was continually generating new content but it had neglected to govern existing and outdated content, thereby decreasing trust in its accuracy.
How it’s going
Our work not only helped Oracle garner a deeper understanding of their existing audience, we delivered opportunities to drive interest and build a relationship with a new cohort developers.
Oracle’s new content strategy has resulted in a fresh approach for the content that helps developers evolve and adapt to new technological trends. It remains one of the most widely used programming languages in the world with a significant user base – an estimated 7-9 million Java developers globally.
