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Content Marketing

On this page

The Content team includes audience development, editorial, social marketing, video production, 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. 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.

Roles on the Content Marketing team include:

Mission & vision

Our content marketing 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.

Content team responsibilities



Please use the following Slack channels:

Issue trackers

Requesting content and copy reviews

  1. If you are looking for content to include in an email, send to a customer, or share on social, check the GitLab blog first.
  2. If you need help finding relevant content to use, ask for help in the #content channel.
  3. If the content you're looking for doesn't exist and it's a:
    1. Blog post: See the blog handbook
    2. Digital asset (eBook, infographic, report, etc.): open an issue in the corporate marketing project and label it content marketing
    3. Video: open an issue in the corporate marketing project and label it video production
  4. If you need a copyedit, ping @erica. Please give at least 3 days' notice.

Content production

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:

  1. Corporate GTM themes
  2. Integrated campaigns
  3. Corporate marketing events
  4. Newsworthiness
  5. Brand awareness opportunity

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 alignment

Content production is aligned to digital campaigns and product messaging.


Content stage defintions

Planning timeline

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 library

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.

What is a content pillar?

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. 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 compontents. Each set created should produce an end-to-end content experience (awareness to decision) for our audience.

Content pillar diagram

What's included in a content set?

Here's an example of what's included in a content set:

Quantity Stage Content Type DRI
4 Awareness Thought leadership blog post Content marketing
1 Awareness Topic webpage Content marketing
1 Awareness Resource Content marketing
4 Consideration Technical blog post Content marketing
1 Consideration Whitepaper Product & technical marketing
1 Consieration Solution page Content & product marketing
2 Consideration Webcast Product & technical marketing
1 Purchase Demo Technical marketing
1 Purchase Data sheet Product marketing