The Global Content section includes the content marketing, editorial, and digital production teams. It is responsible for content strategy, development, and operations, including the stewardship of GitLab's audiences, users, customers, and partners' content needs. The Global Content Team creates engaging, inspiring, and relevant content, executing integrated content programs to deliver useful and cohesive content experiences that build trust and preference for GitLab.
Check the FY21 Global Content Epic for more details on our plans and activities for FY21.
📝 5 Reasons to Use GitLab, Just Commit
Our content mission statement mirrors our company mission. We strive to foster an open, transparent, and collaborative world where all digital creators can be active participants regardless of location, skillset, or status. This is the place we share our community's success and learning, helpful information and advice, and inspirational insights.
Our vision is to build the largest and most diverse community of cutting edge co-conspirators who are defining and creating the next generation of software development practices. Our plan to turn our corporate blog in to a digital magazine will allow us to add breadth, depth and support to our participation in and coverage of this space.
Please use the following Slack channels:
#contentfor general inquiries
#content-updatesfor updates and log of all new, published content
#content-hack-dayfor updates and information on Content Hack Day
#blogRSS feed of published posts
We use the mktg-status:: labels to work status (triage, plan, WIP, design, review, scheduled).
Corporate Marketing: Department label. Add this label to all issues and epics.
Global Content: General team label to track all issues related to the content team. Add this label to all issues and epics.
New Content Request: Indicates a request for content creation, editing, or review.
Stage::Awareness: Indicates content creation for the awareness stage of the buyer's journey.
Stage::Consideration: Indicates content creation for the consideration stage of the buyer's journey.
Stage:: Purchase: Indicates content creation for the purchase stage of the buyer's journey.
Stage:: Technical User:
Editorial: General label to track all issues related to the editorial team. This brings the issue in the Blog issue board for actioning.
Content Marketing: Used by the Content Marketing team as a general label to track all issues related to content marketing. This brings the issue into the board for actioning.
Content Pillar: Used by the Content Marketing Managers to indicate a content pillar epic. This label should only be used on pillar epics.
Gated Content: Indicates content that requires MPM support. Use this label when creating a new epic for gated content (i.e. eBook, whitepaper, report).
Digital Production: Used by the Content Marketing team as a general label to track all issues related to content marketing. This brings the issue into the board for actioning.
Blog UX: Used to indicate a proposed change to the blog user experience.
Technical Post: Indicates a blog post covering a technical engineering angle.
Blog Post: General label for blog posts. Add this label to all blog post issues and merge requests.
Blog Priority: Indicates a blog post that is a high priority. These pitches and posts should be followed up on immediately.
Blog::Pitch: Use this label when pitching a new blog post idea. All blog post issues must start here. Blog issues do not leave this stage until they have been assigned to a content team member.
Blog::Planning/In Progress: Indicates blog posts that have been triaged to a content team member to work on.
Blog::Review: Indicates blog posts that are ready for a content team review.
Blog::Scheduled: Indicates blog posts that have been reviewed and are scheduled for publishing by the Managing Editor.
Blog::Waiting for author: Indicates blog posts that have been reviewed by content team and are waiting for the author to address feedback or approve for scheduling.
CEO Interview: Blog posts suggested by the CEO and need immediate action.
Error budget S1: Indicates a blog post that has incurred 15 error budget points for providing than 2 working days' notice for a time-sensitive post.
Error budget S2: Indicates a blog post that has incurred 10 error budget points for failure to submit complete, formatted MR a minimum of 2 working days ahead of publish date.
Error budget S3: Indicates a blog post that has incurred 5 error budget points for submitting an MR without all required formatting, links, and images included.
Customer interview: Use for blog posts that require or include a customer interview.
External outlet: Use to indicate an article will be published outside of GitLab web domain.
Guest/Partner post: Indicates a blog post that is being written and submitted from someone outside of GitLab.
Remote work post: Indicates a blog post on the topic of remote work.
Sensitive: Indicates a blog post with the potential to have wide-spread customer or community impact.
Unfiltered: Indicates a blog post to be published the GitLab unfiltered blog.
Need help finding relevant content to use in an email or to send to a customer? Ask for help in the #content channel.*
##Requesting content and copy reviews
The content team supports many cross-functional marketing initiatives. We aim for content production to be a month ahead of planned events and campaigns so that content is readily available for use. In accordance with our values of iteration and transparency, we publish our proposed content plans at the beginning of each quarter. We don't hoard content for one big launch and instead plan sets of content to execute on each quarter and published each piece of content as it's completed.
Content production is determined and prioritized based on the following:
We align our content production to pillars and topics to ensure we're creating a cohesive set of content for our audience to consume. Pillar content is multi-purpose and can be plugged into integrated campaigns, event campaigns, and sales plays.
Content production is aligned to digital campaigns and product messaging.
Users and buyers realize that they have a problem or challenge which could be solved through some sort of outside software or service. At this stage, they are trying to define the scope and the relative impact and size of the problem. They probably do not yet have a solution identified, but are in the process of learning about potential solutions to their specific business problem.
In general, messaging in collateral and content should be focused on educating them about the problems they are facing, the business impact of their problems, and the reality that others are successfully solving the same problem. This is an opportunity for them to learn that GitLab is an authority in addressing their domains.
Users and buyers understand the problem they are trying to solve and the business impact/value of addressing the problem and are now actively seeking and evaluating potential remedies to their business issue. Typically, they will be considering a range of approaches from better leveraging existing tools to investing in new technologies and vendors. In this stage they are focused on identifying options that meet their specific requirements and needs. While cost will be a consideration, they have not yet made a final decision about how to address their needs. In this stage, they will be defining their budget and overall plans for implementing a solution.
In general, collateral and content designed to reach prospects in this stage of their journey should be focused on positioning GitLab as a viable and compelling solution to their specific problem.
Users and buyers have concluded that they need to invest in solving a specific business problem and are now comparing and evaluating specific options. In this stage, they are evaluating and comparing different options in order to identify the ideal solution for their specific situation. They will consider Fit (technology, process, etc), implementation effort/cost, total cost of ownership and other factors to guide them in making a final selection.
In general, collateral and content designed to reach prospects in this stage of their journey should be focused on key information that a buyer needs to justify GitLab as their chosen solution.
Pillar strategy is planned annually and reviewed quarterly. Content sets are planned quarterly and reviewed monthly. When planning, we follow the 80/20 rule: 80% of capacity is planned leaving 20% unplanned to react to last minute opportunities.
Content for us is stored in PathFactory. To request access to PathFactory, submit an access request form.
The content library in PathFactory can be filtered by content type, funnel stage, and topic. Topics are listed and defined in the digital marketing programs management handbook.
Published content should be shared to the #content-updates channel and added to PathFactory with the appropriate tags.
A content pillar is a go to market content strategy that is aligned to a high-level theme (for example, Just Commit) and executed via sets. Often, content pillars are defined based on value drivers and customer use casesin order to support go to market strategy. For example, "Just commit to application modernization" is a content pillar about improving application infrastructure in order to deploy faster. Within this pillar, many topics can be explored (CI/CD, cloud native, DevOps automation, etc.) and the story can be adapted to target different personas or verticals.
We use content pillars to plan our work so we can provide great digital experiences to our audiences. The content team aligns to themes to ensure we are executing strategically and meeting business goals. Pillars allow us to narrow in on a specific topic and audience, and sets help us break our work into more manageable components. Each set created should produce an end-to-end content experience (awareness to decision) for our audience.
Here's an example of what's included in a content set:
|4||Awareness||Thought leadership blog post||Content marketing|
|1||Awareness||Topic webpage||Content marketing|
|4||Consideration||Technical blog post||Content marketing|
|1||Consideration||Whitepaper||Product & technical marketing|
|1||Consideration||Solution page||Content & product marketing|
|2||Consideration||Webcast||Product & technical marketing|
|1||Purchase||Data sheet||Product marketing|