- Creating content just for the algorithm (SEO, AI citations, or otherwise). We use those signals to inform and tune our work, not to steer it.
- Hitting a quota of X pieces a week. We work on longer timelines that put impact ahead of cadence.
- Cranking out launch posts on a schedule. We ship product launches together as a team, but this role doesn't carry them.
- Operating as PR for product.
- Writing "Top 10" listicles or thought leadership that anyone could've written about anything.
- Chasing trends you can't connect to a lasting, differentiated product story.
- Letting a model write for you. (More on that below.)
- Parroting messaging frameworks. You'll help build them.
How we think about this work
Right now, we're betting that the most important thing we can do is change how developers think about ngrok. Most of the developers who'd buy our infrastructure products already have an ngrok account. They just don't reach for us when the problem shows up. Brand-defining work is how we close that gap, and this role exists because we want to put more of our team's time into it, not less.
One of our core beliefs is that every default, interaction, and piece of content should earn its place. For you, that means quality over cadence. We'd rather you disappear for two weeks and come back with a piece that changes how people think about a problem than ship five things nobody remembers. Great education is useful on its own, whether or not the reader ever signs up, and we always aim to give our audience more than we take from them.
We also want you to be known for your work: not as an ngrok spokesperson reciting talking points, but as a sharp voice with strong opinions about what good developer content looks like. If you want to become a recognized voice in developer tooling or in the craft of teaching technical ideas, we'll back you fully.
We use AI a lot: for research, for getting oriented in unfamiliar code, and for feedback on a draft before a human reads it. We don't use it to write. Writing is how we work out what we think, and we care about the craft too much to hand off the sentences. We hope you feel the same way.
None of this is new for us. ngrok has been sweatin' the small stuff since before "developer experience" was cool. We just think it should apply to our content, too.