#15 - Mirko Novakovic

This week, we’re spotlighting one of Good Content’s own clients: Mirko Novakovic, founder of Dash0. When he set out to launch and grow Dash0, he busted a major LinkedIn myth — that technical founders can’t grow an audience on the platform.

Mirko’s vision was simple: build a great product and let content do the talking.

Traditional observability tools are often gated behind sales teams, six-figure contracts, and drawn-out enterprise sales cycles.

But Mirko wanted to create a product that developers could try without ever talking to sales.

He wanted low-friction onboarding, transparent pricing, and a brand developers knew they could trust.

Mirko knew that if content was going to lead Dash0’s go-to-market motion, it needed to be strategic, consistent, and authentic. That’s why he partnered with Good Content 6 months before the company’s official launch.

Together, we built a content engine that made him impossible to ignore inside his niche. With our help, Mirko launched his podcast, Code RED, began publishing LinkedIn posts 3-4 times per week, and started hundreds of 1:1 conversations with target customers via DMs.

The results

After one year of consistent posting, Mirko has proven that technical founders can thrive on LinkedIn. His content now reaches over 200,000 impressions per month and his inbound DMs generate a 20-40% reply rate — a great indication that his followers are actually engaged and interested.

“Even at conferences, people come up to me and say, ‘I listen to your podcast and I follow your stuff.’ It’s pretty amazing,” Mirko shared.

And when Dash0 launched in November, his audience was already warm. For months, engineers, SREs, VPs of Engineering, and CTOs followed Mirko’s podcast and LinkedIn — so they were ready to explore what Mirko and Dash0 had to offer.

The launch itself was refreshingly simple: a short video, shot on Mirko’s iPhone, announcing that Dash0 was live. That post alone hit nearly 100,000 views, with comments, shares, and DMs flooding in.

The impact wasn’t just social—it was commercial:

• Hundreds of developers signed up within the first 24 hours
• Dozens sent data into the platform on day one
• Paying customers converted immediately, without ever talking to sales

And when Mirko and the Dash0 crew attended KubeCon (a major dev conference) in March, hoping to give 500 demos, they wound up delivering 1,800.

All only four months after launch.

The process

Mirko brought the vision and deep expertise. We helped turn it into a consistent content engine that builds trust, sparks conversation, and reaches the right audience. I wanted to hear more about Mirko’s experience, so I asked him what he valued most in our engagement.

Here’s what Mirko finds most valuable about Good Content’s process:

1. Aligning on a strong, product-backed point-of-view

Before we created any content, we helped Mirko define the key messages he wanted to be known for — messages that mapped directly to Dash0’s core differentiators. These weren’t throwaway hot takes or generic thought leadership. They were foundational ideas with teeth, like:

These became the spine of all content: short-form LinkedIn posts, podcast episodes, video clips, and product launches. Everything laddered up to the same clear message — and Mirko delivered it in his own voice.

“It’s not stuff I say to sound smart,” he told us. “It’s stuff I actually believe. It’s what I’d tell someone at a bar.”

2. One content strategist, start to finish

When the content is as technical and nuanced as Mirko’s, it makes a huge difference to keep the same strategist for the entire process.

From day one, Mirko worked closely with Austin — one of Good Content’s writer/strategists — on everything from brainstorming topics to shaping podcast narratives to editing LinkedIn posts. That consistent collaboration paid off.

By month three, Austin had Mirko’s voice down cold. Now, most drafts are approved with little to no edits.

“Maybe the first few posts needed more feedback,” Mirko said. “Now I read them and think—yeah, that’s really good. It’s exactly what I’d say.”

3. Weekly batching for founder-friendly review

To keep things efficient, we batch content weekly. Every other week, Mirko receives a Google Doc with 6 draft LinkedIn posts — each one built around podcast clips, relevant product news, or timely industry trends.

He spends less than 30 minutes reviewing, leaving comments on spots that need tweaks and approving what’s ready to go live. Then, we take care of the scheduling and publishing — but not until he’s had a chance to review.

“Engineers can smell marketing BS a mile away,” he said. “I need to see every word before it goes out.”

4. He handles every comment himself

There’s one thing we don’t touch: the comments section. We’ve seen other companies try ghostwritten comments and they never land.

That’s where Mirko shows up personally, answering questions, engaging with other founders and engineers, and building real relationships. The comment section is where credibility really begins to solidify.

“If someone gives me their time, I owe them a real answer.”

5. Low-touch, high-impact

Mirko is able to put out all his content with only 1-2 hours of commitment per week. All he has to do is record a podcast, review posts, and respond to comments and DMs. We handle everything else — including consistent reporting, measurement, and iteration so his content remains optimized.

“It doesn’t feel like work because it’s stuff I care about — and you all make it dead simple.”

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With one year of collaboration under our belt, we’re looking forward to continuing to grow Mirko’s presence on LinkedIn. If you’re looking to boost your go-to-market with content that actually moves the needle, reach out to our team and schedule a call today.

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Candidly, Mirko and I talked about a lot of other great stuff during our conversation this week. I know we’re already pushing the length of this newsletter, but while we’re at it, I thought I’d throw in some of the greatest hits from other parts of our conversation.

• Great companies (and content) are built brick-by-brick. When you’re first growing organically, you need to celebrate every win along the way. Celebrate the 10-listener podcast episode. Then celebrate the 20-listener podcast episode. Momentum is sustained when you celebrate every little milestone.
  
  
• Post before you feel ready. Mirko experienced what most founders feel before they start posting online — worried no one would care. If you wait until you feel ready to post, you’ll never start.
  
  
• Authenticity drives connection. Dash0’s product positioning is based on beliefs Mirko feels strongly. When he answers questions in interviews, he’s not reciting a script made by his marketing team — he’s answering honestly, because the positioning reflects how he authentically feels. His audience doesn’t just hear a message, then — they actually trust the person delivering it.

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To get the full scoop on Mirko’s genius, check out the full podcast conversation above.