This page focuses on gated content as an offer for our marketing channels and integrated campaigns, including in-house created content, analyst relations content, and downloadable competitive content. If you have any questions about content planning, please visit the Global Content handbook page, and with questions about the process of tracking and landing page creation below, please post in the #marketing_programs Slack channel.
Gated | Not Gated |
---|---|
Whitepapers | Blogs |
eBooks | Infographics |
Reports | Technical Training Resources |
On-Demand Webcasts | Customer Testimonials |
Comparison PDFs | Case Studies |
Note: if a new type of gated content needs to be introduced, and it is expected that it will be a regularly created piece of content (for example, as we begin to roll out Comparison PDFs), please post in [#marketing_programs slack channel(https://gitlab.slack.com/archives/CCWUCP4MS) to determine if steps need to be taken with Marketing Ops and Sales Ops for automation and reporting.
Alignment to Campaigns: All gated content should be aligned to a content pillar (owned by Content Marketing) and a primary integrated campaign (owned by Marketing Campaigns). If no active or planned campaign is aligned, a campaign brief (including audience data) must be created for use by Digital Marketing Campaigns. There should be a clear reason why we are moving forward with content that doesn't align to an integrated campaign.
Reporting: when someone submits a form on the gated content landing page, an online bizibe touchpoint is created containing rich utm parameters. The campaign landing page often uses different language aligned to the integrated campaign messaging.
🏷️ Label statuses:
Content DRI
creates content pillar epicContent DRI
creates content asset epics (using code below) and associates to pillar epicContent DRI
creates the issues as designated in the epic code, and associates to the content asset epicView the workback timeline calculator here
<!-- NAME EPIC: *[type] Name of Asset* (ex. [eBook] A beginner's guide to GitOps) -->
<!-- START DATE = date epic opened, DUE DATE = launch date -->
<!-- DELETE THIS LINE AND ABOVE ONCE EPIC EDITED -->
## Launch date:
## [Live landing page link]() - `to be added when live`
#### :key: Key Details
* **Content Marketing:**
* **Marketing Campaigns:**
* **Product Marketing:**
* **Official Content Name:**
* **Official Content Type:**
* **Primary Persona:**
* **Primary Sales Segment:** `Large`, `Mid-Market`, or `SMB`
* **Primary Use Case:**
* **Primary Buying Stage:** `Awareness`, `Consideration`, or `Decision/purchase`
* **Language:**
* [ ] [main salesforce program]()
* [ ] [main marketo campaign]()
## :memo: Documents to Reference
* [ ] [asset copy draft]() - `doc to be added by Content Marketing`
* [ ] [landing page copy]() - `doc to be added by Content Marketing` ([use template here](https://docs.google.com/spreadsheets/d/1dKVIZGbbOLoR5BdCqXqCQ40qJlQNif9waTiHc8yWggQ/edit#gid=905304679))
* [ ] [creative requirements]() - `Content DRI to link to new tab on relevant use case creative googledoc` - [handbook for more info]()
* [ ] [creative final]() - `Design DRI to link to repo in GitLab`
### :books: Issues to Create
[Use the workback timeline calculator to assign correct due dates based off of launch date](https://docs.google.com/spreadsheets/d/1dKVIZGbbOLoR5BdCqXqCQ40qJlQNif9waTiHc8yWggQ/edit#gid=1648326617)
**Required Issues:**
* [ ] [Asset Copy Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/-/issues/new?issuable_template=content-resource-request) - Content
* [ ] [Asset Design Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/-/issues/new?issuable_template=design-request-content-resource) - Digital Design
* [ ] [Landing Page Copy Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/-/issues/new?issuable_template=landing-page-copy) - Content
* [ ] [Pathfactory Upload Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-upload) - Campaigns
* [ ] [Pathfactory Track Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-track) - Campaigns
* [ ] [Marketo Landing Page & Automation Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-mkto-landing-page) - Campaigns
* [ ] [Resource Page Addition Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition) - Campaigns
* [ ] AR to add issue template for creating /analysts/ page (if desired)
* [ ] [Asset Expiration Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=Gated-Content-Expiration-Analysts-MPM) - `need to break these tasks out` MPM to organize for now
<details>
<summary>Expand below for quick links to optional activation issues to be created and linked to the epic.</summary>
* [ ] [Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=mktg-promotion-template) - Digital Marketing
* [ ] [Homepage Feature (only when applicable)](https://gitlab.com/gitlab-com/marketing/growth-marketing/growth/-/issues/new?issuable_template=request-website-homepage-promotion) - Growth Marketing
* [ ] [Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=social-general-request) - Social
* [ ] [Blog Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/issues/new#?issuable_template=blog-post-pitch) - Editorial
* [ ] [PR Announcement Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=announcement) - PR
</details>
/label ~"Content Marketing" ~"Gated Content" ~"mktg-demandgen" ~"dg-campaigns" ~"mktg-status::plan"
Analyst Content
(delivered by analysts)When Analyst Relations determines that they will be purchasing analyst content to be gated, they are responsible for creating the epics and associated issues to request work of all relevant teams (outlined below to try to make it efficient, comprehensive, and repeatable!).
If the analyst content is thought leadership (i.e. a whitepaper or non-competitor comparison report), it should be planned in advance of purchase with at least a 30 business day time to launch date
. This allows time to plan activation into existing and future integrated campaigns and content pillars.
View the workback timeline calculator here
🏷️ Label statuses:
Analyst Relations DRI
creates epic (using code below)Analyst Relations DRI
creates the issues as designated in the epic code, and associates to the analyst relations asset epicPlease note that if details and landing page copy are not provided, the MPM is blocked and will not be able to gate the resource.
<!-- NAME EPIC: *[type] Name Exactly as Appears On Report* (ex. [report] 2020 Gartner MQ for Application Security Testing (AST)) -->
<!-- START DATE = date epic opened, DUE DATE = launch date -->
<!-- DELETE THIS LINE AND ABOVE ONCE EPIC CREATED -->
## Launch date:
## Live Pages: [/analyst/ commentary page]() and [download page]() - `to be added when live`
#### :key: Key Details
* **Analyst Relations:**
* **Product Marketing:**
* **Marketing Campaigns:**
* **Content Marketing:**
* **Official Content Name:**
* **Official Content Type:**
* **Primary Persona:**
* **Primary Sales Segment:** `Large`, `Mid-Market`, or `SMB`
* **Primary Use Case:**
* **Primary Buying Stage:** `Awareness`, `Consideration`, or `Decision/purchase`
* **Validity / Expiration Date (if relevant):** (start date - end date)
* [ ] [main salesforce program]()
* [ ] [main marketo campaign]()
## :traffic_light: Green light?
:white_check_mark: *If the decision is made to purchase the report, AR opens the below documents and issues to request work from the relevant teams to execute toward launch.**
:no_entry: *If the decision is made **not** to purchase the report, AR closes out the epic.*
## :memo: Documents to Reference
* [ ] [content draft]() - `link to temporary unlicensed version when available`
* [ ] [landing page copy]() - `doc to be added by Analyst Relations` ([use template here](https://docs.google.com/spreadsheets/d/1dKVIZGbbOLoR5BdCqXqCQ40qJlQNif9waTiHc8yWggQ/edit#gid=905304679))
* [ ] [promotion creative requirements]() - `Design DRI to link to new tab on relevant use case creative googledoc` - [handbook for more info]()
* [ ] [promotion creative final]() - `Design DRI to link to repo in GitLab`
### :books: Issues to Create
**Required Issues:**
* [ ] [Landing Page Copy Issue](https://gitlab.com/gitlab-com/marketing/strategic-marketing/product-marketing/-/issues/new?issuable_template=AR-Landing-Page-Copy) - AR
* [ ] [Pathfactory Upload Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-upload) - Campaigns
* [ ] [Pathfactory Track Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-track) - Campaigns
* [ ] [Marketo Landing Page & Automation Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-mkto-landing-page) - Campaigns
* [ ] [Resource Page Addition Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition) - Campaigns
* [ ] AR to add issue template for creating /analysts/ page (if desired)
* [ ] [Asset Expiration Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=Gated-Content-Expiration-Analysts-MPM) - `need to break these tasks out` MPM to organize for now
<details>
<summary>Expand below for quick links to optional activation issues to be created and linked to the epic.</summary>
* [ ] [Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=mktg-promotion-template) - Digital Marketing
* [ ] [Homepage Feature (only when applicable)](https://gitlab.com/gitlab-com/marketing/growth-marketing/growth/-/issues/new?issuable_template=request-website-homepage-promotion) - Growth Marketing
* [ ] [Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=social-general-request) - Social
* [ ] [Blog Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/issues/new#?issuable_template=blog-post-pitch) - Editorial
* [ ] [PR Announcement Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=announcement) - PR
</details>
cc @jgragnola
/label ~"Gated Content" ~"Analyst Relations" ~"mktg-demandgen" ~"dg-campaigns" ~"mktg-status::plan"
Competitive Content
(delivered by competitive)When Competitive Intelligence determines that they will be purchasing a comparison PDF to be gated, they are responsible for creating the epics and associated issues to request work of all relevant teams (outlined below to try to make it efficient, comprehensive, and repeatable!).
View the workback timeline calculator here
🏷️ Label statuses:
Competitive DRI
creates epic (using code below)Competitive DRI
creates the issues as designated in the epic code, and associates to the competitive asset epicPlease note that if details and landing page copy are not provided, the MPM is blocked and will not be able to gate the resource.
<!-- NAME EPIC: *[type] Exact Name of Content* (ex. [comparison pdf] Bitbucket vs. GitLab) -->
<!-- START DATE = date epic opened, DUE DATE = launch date -->
<!-- DELETE THIS LINE AND ABOVE ONCE EPIC EDITED -->
## Launch date:
## Live Pages: [overall comparison page]() and [comparison pdf download page]() - `to be added when live`
#### :key: Key Details
* **Competitive Intelligence:**
* **Product Marketing:**
* **Marketing Campaigns:**
* **Content Marketing:**
* **Official Content Name:**
* **Official Content Type:**
* **Primary Persona:**
* **Primary Sales Segment:** `Large`, `Mid-Market`, or `SMB`
* **Primary Use Case:**
* **Primary Buying Stage:** `Awareness`, `Consideration`, or `Decision/purchase`
* **Validity / Expiration Date (if relevant):** (start date - end date)
* [ ] [main salesforce program]()
* [ ] [main marketo campaign]()
## :memo: Documents to Reference
* [ ] [content draft]() - `link to temporary unlicensed version when available`
* [ ] [promotion creative requirements]() - `Design DRI to link to new tab on relevant use case creative googledoc`
* [ ] [promotion creative final]() - `Design DRI to link to repo in GitLab`
### :books: Issues to Create
**Required Issues:**
* [ ] [Landing Page Copy Issue](https://gitlab.com/gitlab-com/marketing/strategic-marketing/product-marketing/-/issues/new?issuable_template=AR-Landing-Page-Copy) - Competitive
* [ ] [Pathfactory Upload Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-upload)
* [ ] [Pathfactory Track Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-track)
* [ ] [Marketo Landing Page & Automation Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-mkto-landing-page)
* [ ] [Resource Page Addition Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition)
<details>
<summary>Expand below for quick links to optional activation issues to be created and linked to the epic.</summary>
* [ ] [Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=mktg-promotion-template) - Digital
* [ ] [Homepage Feature (only when applicable)](https://gitlab.com/gitlab-com/marketing/growth-marketing/growth/-/issues/new?issuable_template=request-website-homepage-promotion) - Growth
* [ ] [Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=social-general-request) - Social
* [ ] [Blog Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/issues/new#?issuable_template=blog-post-pitch) - Editorial
* [ ] [PR Announcement Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=announcement) - PR
</details>
cc @jgragnola
/label ~"Gated Content" ~competition ~"mktg-demandgen" ~"dg-campaigns" ~"mktg-status::plan"
To be completed by the content owner if Pathfactory access is granted. If no access, please open an issue in Campaigns team based on epic category above.
Add to Pathfactory
Add to /downloads/ repository (only available and recommended for assets under 2 MB size) The purpose of this step is to make it possible to flip the autoresponder if Pathfactory were to have an outtage, at which point, we would still have the PDF version available in Marketo for a quick turnaround.
[asset-type]-short-name-asset
, ex: ebook-agile-delivery-models
resource/download
directorywww-gitlab-com / sites / marketing / source / resources / +
, click the plus drop down and select "Upload File"Upload [Asset Type]: [Asset Name]
, check box for "create new merge request", name your merge request, and click "Upload file"@jgragnola
and click "Submit Merge Request"pdfVersion
My Token, add the naming convention above which will be available when the MR is merged. (the token should look like https://about.gitlab.com/resources/downloads/add-file-name-here.pdf
):exclamation: Dependencies: delivery of final asset, completion of final landing page copy, and final asset added to pathfactory and placed in a track must be complete before setting up the Marketo program.
The TL;DR of what you'll do:
Salesforce campaign sync
> click "not set" and choose "Create New" from dropdown) - leave the name as auto-populates, and add the epic url to the description and "Save"{{my.bullet1}}
- bullet copy with approved character limits{{my.bullet2}}
- bullet copy with approved character limits{{my.bullet3}}
- bullet copy with approved character limits{{my.bullet4}}
- bullet copy with approved character limits{{my.contentDescription}}
- 2-3 sentences with approved character limits, this will show up in page previews on social and be used in Pathfactory description.{{my.contentDownloadURL}}
- skip updating in initial registration page setup (update during on-demand switch), Pathfactory link WITHOUT the https://
NOR the email tracking part (lb_email=
)
learn.gitlab.com/gartner-voc-aro/gartner-voc-aro
- the code in the Marketo template assets will create the URL https://learn.gitlab.com/gartner-voc-aro/gartner-voc-aro?lb_email={{lead.email address}}&{{my.utm}}
{{my.contentEpicURL}}
- no longer used in automation, but helpful for reference{{my.contentSubtitle}}
- content subtitle to display to viewer (throughout landing page, emails, etc.){{my.contentTitle}}
- content title to display to viewer (throughout landing page, emails, interesting moments, etc.), with approved character limits{{my.contentType}}
- content type to display to viewer (throughout landing page, emails, interesting moments, etc.){{my.contentTypeSFDC}}
- pick from following list (critical to avoid Marketo > SFDC sync errors): whitepaper, report, video, eBook, general{{my.emailConfirmationButtonCopy}}
- leave as Download
(but can be updated if needed){{my.formButtonCopy}}
- leave as Download now
(but can be updated if needed){{my.formHeader}}
- leave as Free Instant Download:
(but can be updated if needed){{my.formSubhead}}
- form subhead (not currently used for gated content landing page to try to keep form shorter){{my.heroImage}}
- image to display above landing page form (options in Marketo here){{my.introParagraph}}
- intro paragraph to be used in landing page and nurture email, with approved character limits{{my.mpm owner email address}}
- no longer used in automation, but helpful to know who to go to about setup{{my.or}}
- leave as ?
(but can be updated to &
if during Pathfactory upload, the custom URL slugs were not applied to both the asset and the track). If this is not correctly applied and there are multiple ?
question marks in the URL, it will break. WATCH THE VIDEO EXPLAINER{{my.pdfVersion}}
- this should be the GitLab repo link (for safety backup if Pathfactory were to go down){{my.socialImage}}
- image that would be presented in social, slack, etc. preview when the URL is shared, this image is provided by design/social, leave the default unless presented with webcast specific image.{{my.utm}}
- this should match the aligned campaign utm{{my.valueStatement}}
token with the short value statement on what the viewer gains from the webcast, this ties into the follow up emails and must meet the max/min requirements of the character limit checkerresources-type-name-of-asset
, i.e. resources-ebook-ci-best-practices
)resources-type-name-of-asset-thank-you
, i.e. resources-ebook-ci-best-practices-thank-you
)"Throw away" existing url
selected and click saveElements
right click on the Form Custom
element and click "Edit"Follow-up page
, clear out the automatic reference to the template, and start to type in your program name - the approved thank you page should show up. Choose your thank you pageLanding Page Actions
> "Approve and Close"01 Downloaded Content
smart campaignCampaign Owner
should be the campaign creatorActive
field should be checkedDescription
must include the epic url, best practice to include the registration page URLStart Date
should be date of launchEnd Date
should be one year laterBudgeted Cost
is required, if cost is $0 list 1
in the Budgeted Cost
field - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0
you will always get 0
as the pipe2spend calculation.Bizible Touchpoints Enabled
leave this blank (because this would be an online touchpoint)&lb_email=[email submitted in form]
)&lb_email=[email submitted in form]
)Add [resource name] to Resources page
, rename your target branch, leave "start a new merge request with these changes" and click "Commit Changes"@jgragnola
@jgragnola
that the MR is ready to mergeCode:
- title: 'Add name of resource - shorten if necessary'
url:
image: /images/resources/security.png
type: 'eBook'
topics:
-
-
solutions:
-
-
teaser: 'Add a teaser that relates to the contents of the resource'
Example:
- title: '10 Steps Every CISO Should Take to Secure Next-Gen Software'
url: /resources/ebook-ciso-secure-software/
image: /images/resources/security.png
type: 'eBook'
topics:
- DevSecOps
- Security
solutions:
- Security and quality
teaser: 'Learn the three shifts of next-gen software and how they impact security.'
IMAGES to choose from (select one): *Shortcuts to Images Folder
/images/resources/cloud-native.png
/images/resources/code-review.png
/images/resources/continuous-integration.png
/images/resources/devops.png
/images/resources/git.png
/images/resources/gitlab.png
/images/resources/security.png
/images/resources/software-development.png
/images/resources/resources-gitops.png
TOPICS to choose from (add all that apply):