The Content Marketing team includes audience development, editorial oversight, social marketing, and content strategy, development, and operations. The Content Marketing team is responsible for the stewardship of GitLab's audiences, users, customers, and partners' content needs, preferences and perceptions of GitLab. Content marketing creates engaging, inspiring, and relevant content, executing integrated content programs to deliver useful and cohesive content experiences that build trust and preference for GitLab.
Please use the following Slack channels:
#contentfor general inquiries
#content-updatesfor updates and log of new, published content
#blogfor questions regarding blog content
#content-hack-dayfor updates and information on Content Hack Day
Empower and inspire software teams to adopt and evolve a DevOps workflow to collaborate better, be more productive, and ship faster by sharing insightful and actionable information, advice, and resources.
Build the largest and most diverse community of cutting edge co-conspirators who are leading the way to define and create the next generation of software development practices.
The content we produce helps increase awareness of GitLab’s complete and single application with the goal of broadening our market share and increasing sales by providing informative and persuasive content that makes DevOps teams feel excited, curious, and confident so that they can adopt & integrate industry best practices into their workflow.
When to develop vertical messaging: The key is to determine if an industry has a certain pain point that another industry does not share. You need to describe the problem (using industry specific terminology, if necessary) and also how your product solves these problems for them. Additionally, you can create high-level messaging and then branch off; for example if multiple industries are very security conscious, create security focused marketing, and adapt to select high value verticals.
blog post. The content team will evaluate if it's likely do well on the blog, in which case we will write the content. If the suggestion isn't likely do well, we will suggest you write it and we will help edit it.
See the blog handbook for detailed instructions on how to publish a blog post.
The Content Marketing team is responsible for increasing sessions on the GitLab blog month over month. We use data-drive insights to decide what to write on using the content marketing dashboard. In order to hit our goals, we aim to publish at least 3 blog posts that will garner 10,000+ sessions.
*From 2018 blog analysis conducted in 2018-10
Breakdown by category of "hits":
Qualifying story ideas:
Look for the following patterns:
Who and how to interview:
Pull information on all blog posts for document how many sessions each post received in the month, and how many sessions they received of all time. Categorize them by type, bracket, total sessions in month, total sessions to date, category, theme, and topic. Eventually add first touch point revenue data. Search Google Drive for
Blog Performance to find the appriopriate sheet to work from.
Add a note at the end of a blog post reading "[Name] contributed to this story/post" if:
At the highest level, Content Marketing is responsible for building awareness, trust, and preference for the GitLab brand with developers, engineers, and IT professionals.
Content marketing is responsible for executing marketing campaigns for GitLab. We define a campaign as any programmed interaction with a user, customer, or prospect. For each campaign, we will create a campaign brief that outlines the overall strategy, goals, and plans for the campaign.
To create a campaign brief, first start with the "campaign brief template" (which can be found by searching on the google drive). Fill out all fields in the brief as completely as possible. Certain fields might not be applicable to a particular campaign. For example, an email nurture campaign leveraging text based emails won’t have a visual design component. This field can be left blank in that example.
Once the campaign brief is filled out, create an issue in the GitLab Marketing project and link to the campaign brief.
On the GitLab issue, make sure to:
Social Media Sharing info is set by the post or page frontmatter, by adding two variables:
description: "short description of the post or page" twitter_image: '/images/tweets/image.png' ## Ensuring your Post Will Have a Functional Card and Image When you post a link on Facebook or Twitter, either you can see only a link, or a full interactive card, which displays information about that link: title, **description**, **image** and URL. For Facebook these cards are configured via [OpenGraph Meta Tags][OG]. Twitter Cards were recently set up for our website as well. Please compare the following images illustrating post's tweets. A complete card will look like this: ![Twitter Card example - complete][twitter-card-comp] An incomplete card will look like this: ![Twitter Card example - incomplete][twitter-card-incomp] Note that the [first post] has a **specific description** and the image is a **screenshot** of the post's cover image, taken from the [Blog landing page][blog]. This screenshot can be taken locally when previewing the site at `localhost:4567/blog/`.
This information is valid for the entire website, including all the webpages for about.GitLab.com, handbook, and blog posts.
All the images or screenshots for
twitter_image should be pushed to the www-gitlab-com project at
/source/images/tweets/ and must be named after the page's file name.
For the second post above, note that the tweet image is the blog post cover image itself, not the screenshot. Also, there's no
description provided in the frontmatter, so our Twitter Cards and Facebook's post will present the fall back description, which is the same for all about.GitLab.com.
For the handbook, make sure to name it so that it's obvious to which handbook it refers. For example, for the Marketing Handbook, the image file name is
handbook-marketing.png. For the Team Handbook, the image is called
handbook-gitlab.png. For Support, it would be named
handbook-support.png, and so on.
The description is not meant to repeat the post or page title, use your creativity to describe the content of the post or page. Try to use about 70 to 100 chars in one sentence.
As soon as you add both description and social sharing image to a page or post, you must check and preview them with the Twitter Card Validator. You can also verify how it looks on the FB feed with the Facebook Debugger.
To see it working, you can either share the page on Twitter or Facebook, or just test it with the Twitter Card Validator.
twitter_imagedefined: GitLab Master Plan
descriptiondefined: Y Combinator Post
twitter_imagedefined: Team Handbook