Content & PR
The DoiT Engineering Blog
I built and managed a 100+ post technical content program — turning DoiT's engineers and data scientists into published thought leaders, and the blog into a lead generation and recruiting asset.
Year :
2020-2022
Company
DoiT
Background
DoiT's engineers had knowledge worth sharing — deep, hands-on expertise in cloud architecture, data engineering, and DevOps that practitioners were actively searching for. But when I joined, the blog had no editorial process and no way to scale alongside the company's hypergrowth.
I built the infrastructure. A submissions process, an editorial calendar, a content pipeline. In the early days I personally edited and posted every single article myself — working directly with engineers to shape their expertise into content that was technically credible and genuinely readable. As the program grew, I hired and managed a technical writer to maintain quality at volume.
The result was a blog that felt nothing like marketing. Real tips, real tricks, hard-won lessons from seasoned DoiT engineers.
How I built it
2020 — Taking ownership
Built the editorial foundation from scratch
I created a submissions process, editorial calendar, and content pipeline where none existed. I personally edited and published every post in the early days — working directly with engineers and data scientists to shape technical expertise into content that was both accurate and readable.
2021 — Scaling up
Hired and managed a technical writer
As volume grew, I sourced, hired, and managed a technical writer — maintaining the editorial quality bar while freeing myself to focus on strategy, author relationships, and distribution.
2022 — Owned platform
Transitioned from Medium to doit.com/blog
I led the migration to DoiT's owned platform — improving SEO, creating a more cohesive reader experience, and giving the program a permanent home that DoiT controlled. The blog continues to publish today at doit.com/blog.
What the blog was built to do
Goal one
Thought leadership & lead generation
Engineers and data scientists trust content written by people who do the actual work. By making DoiT's own technical experts the authors, I built a program that reached the right audiences with genuine credibility — and became a meaningful source of inbound interest from prospects who found DoiT through its technical content.
Goal two
Recruiting top-tier engineering talent
For engineers evaluating where to work, seeing the caliber of technical thinking at a company matters more than any job posting. The DoiT engineering blog served as a powerful employer brand asset — showing prospective hires the quality of the team, the depth of the problems being solved, and the culture of knowledge-sharing that made DoiT worth joining.
The results
1. 100+ posts, millions of views
From a sporadic, unstructured blog with no process, I built a program that published over 100 technical posts and generated millions of views — establishing DoiT as a credible voice in the cloud engineering ecosystem.
2. DoiT's engineers became published thought leaders
The program gave DoiT's technical team a public platform — and the engineers and data scientists who contributed became recognized voices in their fields, strengthening both their personal brands and DoiT's reputation in the process.
3. A scalable program that outlasted my tenure
By building proper infrastructure — a submissions process, editorial calendar, quality standards, and a hired technical writer — I created a program that didn't depend on me to keep running. The blog at doit.com/blog continues to publish today.
