Scott Hanselman, VP of Developer Community at Microsoft, shared his proven developer engagement strategies during an exclusive expert session at Stateshift. He’s been a programmer, speaker, and educator for over 30 years, but at his core, he sees himself as a teacher—someone who simplifies complex ideas and makes learning accessible.
Scott shared his no-nonsense approach to content creation, community building, and engagement in a way that felt both relatable and actionable. For Stateshift members, this session was an opportunity to get real-world insights into how to create consistently, connect meaningfully, and avoid burnout. These insights are particularly valuable for understanding the best way to market to developers—through authentic expertise and consistent value delivery rather than traditional promotional approaches.
Here are some of the key takeaways.
Here are some of the key takeaways.
Content Creation That Works
Focus on Progress, Not Perfection
A common challenge for creators is overthinking. Scott sees it all the time—people sit on ideas for too long, worried they’re not good enough. His advice? Post the draft.
Too many people hesitate because they think their content has to be groundbreaking. But the reality is, audiences don’t expect perfection—they value consistency and authenticity.
The more you put your work out there, the better you get. If something resonates, you can always refine it later.
Show Up Consistently
Scott has been running a weekly podcast for over 20 years. That’s not because every episode is a viral hit—it’s because steady effort matters more than occasional bursts of inspiration.
Many creators worry about running out of things to say. Scott’s response? If it’s true, it’s worth saying again.
Rather than trying to create something brand new every time, lean into what you know. Revisit old topics with fresh insights, break big ideas into smaller parts, and repurpose content across different formats.
This approach demonstrates effective developer engagement through sustained expertise—by establishing credibility through consistent, helpful content rather than sporadic promotional messaging. Based on Stateshift’s work with 240+ companies, developers respond to sustained expertise, not marketing campaigns.
Make Content Approachable
Scott emphasized the importance of meeting people where they are.
The best content isn’t written to impress experts. It’s designed to help people learn something new.
If you assume your audience already knows everything, you’re limiting who can engage with your content. Instead, break down concepts, provide context, and make learning easier.
Keeping Content Fresh Without Burnout
Take Action Instead of Overthinking
Scott believes that content creators often get stuck because they think too much.
He encouraged members to stop worrying about being original or perfect and just put their ideas into the world.
Some of his best-performing content wasn’t planned for weeks—it happened because he had an idea, put it together quickly, and shared it.
Repeat the Messages That Matter
Scott pushed back on the idea that every piece of content needs to be completely new.
There’s nothing wrong with repeating yourself if the message is valuable. Great ideas deserve to be heard multiple times, and different people will connect with them at different moments.
Use AI as a Support Tool, Not a Replacement
Scott sees AI as an intern that’s eager but untrustworthy.
It can be great for brainstorming, summarizing, or organizing ideas, but it shouldn’t take over the creative process. He uses AI to tighten up drafts and spark ideas—not to generate content from scratch.
Building Stronger Communities
Be a Steady and Trusted Presence
Scott compared strong community leadership to being like Mr. Rogers.
People may come and go, but if you show up consistently, your presence will always be there for those who need it.
Rather than chasing disengaged members, he encouraged leaders to focus on attracting new people and making sure the community remains welcoming and valuable.
This steady presence approach is fundamental to building developer communities that drive product adoption—developers trust sources that consistently provide value over time.
Keep Events Simple
Many organizations overcomplicate events, but Scott believes great events don’t need massive budgets.
Sometimes, all you need is a room, a projector, and some sandwiches.
The best events focus on fostering meaningful conversations, not on flashy production. Community colleges, libraries, and even movie theaters can be affordable and effective venues.
Avoiding Perfectionism and Burnout
Start, Even if It’s Not Perfect
Scott encouraged Stateshift members to stop hesitating and take action.
Many people get stuck in perfectionism, but the best way to grow is to put your work out there and improve over time.
Set Realistic Goals
Burnout happens when expectations don’t match reality.
Scott’s advice is to set sustainable goals. Instead of trying to create daily, aim for one blog post a month or a quarterly event. Sustainable progress always beats short-term intensity.
Don’t Do Everything Yourself
Many content creators burn out because they try to handle everything alone.
Scott recommended outsourcing tasks like editing and repurposing content whenever possible. There are plenty of affordable tools and freelancers who can help creators stay focused on what they do best.
Big Takeaways From Stateshift Members
Stateshift members walked away with powerful insights. Some of the biggest takeaways included:
- “True things are worth saying again.”
- “Post the draft.”
- “Make B+ content that you’re excited about instead of agonizing over A+ content.”
- “Apathy toward analytics. Create what excites you instead of chasing numbers.”
- “Good enough is great. Progress over perfection.”
Each takeaway reinforced Scott’s practical approach to content creation and community leadership.
Why These Sessions Matter
This is just one of many expert-led conversations happening inside Stateshift. Our members get access to real-world strategies for building engaged developer communities, proven insights from industry leaders, and frameworks for marketing to developers authentically.
If you want to learn how to build communities that drive product adoption through the kind of authentic expertise Scott demonstrates, Stateshift provides the strategic guidance and proven methodologies to succeed.
Want to be part of the next expert session? Learn more about Stateshift and how to join.
