Jason Lengstorf, a developer media producer and host of the show Learn with Jason, joins Corey on this week’s episode of Screaming in the Cloud to layout his ideas for creative developer content. Jason explains how devTV can have way more reach than webinars, the lack of inspiration he experiences at conferences these days, and why companies should be focused on hiring specialists before putting DevRels on the payroll. Plus, Corey and Jason discuss walking the line between claiming you’re good at everything and not painting yourself into a corner as a DevRel and marketer.About JasonJason Lengstorf helps tech companies connect with developer communities through better media. He advocates for continued learning through collaboration and play and regularly live streams coding with experts on his show, Learn With Jason. He lives in Portland, Oregon.Links Referenced:Learn with Jason: https://www.learnwithjason.dev/Personal Website Links: https://jason.energy/linksTranscriptAnnouncer: Hello, and welcome to Screaming in the Cloud with your host, Chief Cloud Economist at The Duckbill Group, Corey Quinn. This weekly show features conversations with people doing interesting work in the world of cloud, thoughtful commentary on the state of the technical world, and ridiculous titles for which Corey refuses to apologize. This is Screaming in the Cloud.Corey: Welcome to Screaming in the Cloud. I’m Corey Quinn. Before I went to re:Invent, I snuck out of the house for a couple of days to GitHub Universe. While I was there, I discovered all kinds of fascinating things. A conference that wasn’t predicated on being as cheap as humanly possible was one of them, and a company that understood how developer experience might play out was another.And I also got to meet people I don’t normally get to cross paths with. My guest today is just one such person. Jason Lengstorf is a developer media producer at Learn with Jason, which I have to assume is named after yourself.Jason: [laugh] It is yes.Corey: Or it’s a dramatic mispronunciation on my part, like, no, no, it’s ‘Learn with JSON’ and it’s basically this insane way of doing weird interchange formats, and you just try to sneak it through because you know I happen to be an XML purist.Jason: [laugh] Right, I’m just going to throw you a bunch of YAML today. That’s all I want to talk about.Corey: Exactly. It keeps things entertaining, we’re going to play with it. So, let’s back up a sec. What do you do? Where do you start and where do you stop?Jason: I’m still learning how to answer this question, but I help companies do a better job of speaking to developer audiences. I was an engineer for a really long time, I went from engineering into developer advocacy and developer experience, and as of the last year, I’m doing that independently, with a big focus on the media that companies produce because I think that what used to work isn’t working, and that there’s a big opportunity ahead of us that I am really excited to help companies move into.Corey: It feels like this has been an ongoing area of focus for an awful lot of folks. How do you successfully engage with developer audiences? And if I’m being direct and more than a little bit cynical, a big part of it is that historically, the ways that a company marketed to folks was obnoxious. And for better or worse, when you’re talking about highly technical topics and you’re being loudly incorrect, a technical audience is not beholden to some of the more common business norms, and will absolutely call you out in the middle of you basically lying to them. “Oh, crap, what do we do now,” seemed to be a large approach. And the answer that a lot of folks seem to have come up with was DevRel, which… I’ve talked about it before in a bunch of different ways, and my one-liner is generally, “If you work in DevRel, that means you work in marketing, but they’re scared to tell you that.”Jason: [laugh] I don’t think you’re wrong. And you know, the joke that I’ve made for a l