Community Marketing Is Getting Harder. Useful Content Is the Way In.
Advertising is everywhere, but tech brands can stand out by creating useful content that helps audiences solve problems and builds trust before the sale.
Advertising has become ubiquitous across our digital lives, infiltrating social feeds, search results, podcasts, streaming platforms, apps, and even paid entertainment. With companies like Netflix and Microsoft testing ad-supported versions of their services, audiences are beginning to feel inundated with commercial messaging. Interactive CTV ad engagement dropped by half year-over-year in Q1 2026, according to EMARKETER, falling from 1.84% of impressions to 0.92%. Viewers are also scanning QR codes less frequently, likely due to ad clutter and fatigue.
For brands hoping to stand out, the solution may lie in providing useful content rather than just promoting their products. Technology audiences, in particular, seek answers to specific problems and rely heavily on technical documentation and community resources. A 2025 Stack Overflow Developer Survey revealed that developers frequently turn to vendor websites and online publications for technical information.
By creating content that addresses the needs and questions of these audiences, brands can establish themselves as experts and provide valuable resources.
Useful content can take many forms, such as answering commonly asked questions, demonstrating expertise through well-researched guides, and creating shareable resources. When technical buyers encounter genuinely helpful content, they are more likely to remember the brand and return when they need a solution. Moreover, even sponsored content in newsletters can be well-received, with 75% of technical buyers open to sponsored newsletters.
To effectively leverage this approach, brands can partner with platforms like HackerNoon, which offers editorial support, multiple permanent placements, audio storytelling, global reach through language translation, and an SEO boost by associating with a trusted brand. One free ad day is even being offered on the HackerNoon Newsletter, where brands can place their message alongside valuable content, creating a natural and non-disruptive way to engage with technology audiences.
Written by urgent.news from HackerNoon's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
