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.
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.
2018 Core content strategy statement
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.
Messaging for Verticals
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.
Checklist for good content
User or customer-centered
Clear, Consistent, Concise
Requesting content and copy reviews
If you are looking for content to include in an email, send to a customer, or share on social, check the GitLab blog first.
If you need help finding relevant content to use, ask for help in the #content channel.
If the content you're looking for doesn't exist, open an issue in www-gitlab-com project and label it 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.
If you are creating your own content and need a copy review, ping @erica. Please give at least 3 days notice.
Writing blog posts
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.
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.
Blog post links should be added as they are published and category, audience, theme, and topic should be filled out.
The Managing Editor and Manager, Content Marketing should review last month on the 1st of the month to fill out session information and make observations
Review 1st of each quarter to update total sessions
Type: helps identify the frequency of which certain types of information is shared on our current blog
Bracket: helps quickly sort blog posts by performance level
Category: indicates class of information
Total sessions in month: how many sessions the post received in the month it was published
Audience: indicates who we expect to reach
Theme: indicates the structure of the post
Topic: indicates the main subject covered
Crediting blog posts
Add a note at the end of a blog post reading "[Name] contributed to this story/post" if:
You ghostwrote the post on behalf of someone else who is listed as the author
You were heavily involved in editing/structuring/rewriting the post authored by someone else
You wrote the post, but it is a company announcement listing GitLab as the author
You wrote the post and are listed as the author, but wish to give credit to interviewees
At the highest level, Content Marketing is responsible for building awareness, trust, and preference for the GitLab brand with developers, engineers, and IT professionals.
Editorial voice and style
Defining and executing the quarterly content strategy