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Gated Content

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  6. Marketing Programs Management - MPM (moving to Campaigns)
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Overview

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.

Types of Content Programs

Gating Criteria

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.

Internal Content (created by the GitLab team)

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.

Organizing content pillar epics and issues

🏷️ Label statuses:

  1. Content Pillar Epic: Content DRI creates content pillar epic
  2. Content Asset Epics: Content DRI creates content asset epics (using code below) and associates to pillar epic
  3. Related Issues: Content DRI creates the issues as designated in the epic code, and associates to the content asset epic

View 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 Use Case:** 
* **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` ([clone the template here](https://docs.google.com/document/d/1xHnLKPCaXrpEe1ccRh_7-IqgNbAlzQsZVc-wr1W4ng8/edit#))
* [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
<details>
<summary>Expand below for quick links to issues to be created and linked to the epic.</summary>

[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)

* [ ] Prep: [Asset Copy Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/-/issues/new?issuable_template=content-resource-request) - Content
* [ ] Prep: [Landing Page Copy Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/-/issues/new?issuable_template=landing-page-copy) - Content `MR to create issue template: https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/-/merge_requests/7`
* [ ] Prep: [Asset Design Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/-/issues/new?issuable_template=design-request-content-resource)
* [ ] Prep: [Digital Design Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/-/issues/new?issuable_template=) - Design `need issue temlpate`
* [ ] Develop: [Pathfactory Upload Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-upload)
* [ ] Develop: [Pathfactory Track Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-track)
* [ ] Develop: [Marketo Landing Page & Automation Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-mkto-landing-page)
* [ ] Activate: [Resource Page Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition)
* [ ] Activate: [Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=mktg-promotion-template)
* [ ] Activate: [Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=social-general-request)
* [ ] Activate: [Website Merchandising Issue]() - Content `need issue template`
* [ ] Activate: [Blog Merchandising Issue]() - Content `need issue template`
* [ ] Activate: [Homepage Feature (only when applicable)](https://gitlab.com/gitlab-com/marketing/growth-marketing/growth/-/issues/new?issuable_template=request-website-homepage-promotion)
</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

Organizing analyst content epics and issues

🏷️ Label statuses:

  1. Analyst Relations Asset Epic: Analyst Relations DRI creates epic (using code below)
  2. Related Issues: Analyst Relations DRI creates the issues as designated in the epic code, and associates to the analyst relations asset epic

Please 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 Use Case:** 
* **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` ([clone the template here](https://docs.google.com/document/d/1xHnLKPCaXrpEe1ccRh_7-IqgNbAlzQsZVc-wr1W4ng8/edit#))
* [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
<details>
<summary>REGARDLESS IF PURCHASED Expand below for quick links to issues to be created and linked to the epic.</summary>

* [ ] Develop: [/analysts/ commentary page and /analysts/ page]() - AR `need new issue template`
* [ ] Activate: [Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=social-general-request) - Social
* [ ] Activate: [Blog Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/issues/new#?issuable_template=blog-post-pitch) - Editorial
* [ ] Activate: [PR Announcement Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=announcement) - PR
* [ ] Activate Internally: [Sales Enablement Issue]() - `or confirm it's on agenda for cadenced updates to sales` - AR
</details>

<details>
<summary>IF PURCHASED Expand below for quick links to issues to be created and linked to the epic.</summary>

* [ ] Manage: [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
* [ ] Prep: [Digital Design Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/-/issues/new?issuable_template=NEEDTHISSSSS) - Design `need issue template`
* [ ] Prep: [Landing Page Copy Issue](https://gitlab.com/gitlab-com/marketing/strategic-marketing/product-marketing/-/issues/new?issuable_template=AR-Landing-Page-Copy) - AR
* [ ] Develop: [Marketo Landing Page & Automation Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-mkto-landing-pagen) - Campaigns
* [ ] Develop: [Pathfactory Upload Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-upload) - Campaigns
* [ ] Develop: [Pathfactory Track Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-track) - Campaigns
* [ ] Activate: [Resource Page Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition) - Campaigns
* [ ] Activate: [Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=mktg-promotion-template) - Digital
* [ ] Activate: [Homepage Feature (only when applicable)](https://gitlab.com/gitlab-com/marketing/growth-marketing/growth/-/issues/new?issuable_template=request-website-homepage-promotion) - Growth
</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

Organizing competitive content epics and issues

🏷️ Label statuses:

  1. Competitive Asset Epic: Competitive DRI creates epic (using code below)
  2. Related Issues: Competitive DRI creates the issues as designated in the epic code, and associates to the competitive asset epic

Please 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 Use Case:** 
* **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
<details>
<summary>Expand below for quick links to issues to be created and linked to the epic.</summary>

* [ ] Develop: [Overall Comparison Page Issue]() - competitive `need new issue template`
* [ ] Activate: [Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=social-general-request) - Social
* [ ] Activate: [Blog Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/global-content/content-marketing/issues/new#?issuable_template=blog-post-pitch) - Editorial
* [ ] Activate: [PR Announcement Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=announcement) - PR
* [ ] Activate Internally: [Sales Enablement Issue]() - `or confirm it's on agenda for cadenced updates to sales` - competitive
* [ ] Prep: [Digital Design Issue](https://gitlab.com/gitlab-com/marketing/growth-marketing/-/issues/new?issuable_template=) - Design <!-- NEED FROM DESIGN! -->
* [ ] Prep: [Landing Page Copy Issue](https://gitlab.com/gitlab-com/marketing/strategic-marketing/product-marketing/-/issues/new?issuable_template=AR-Landing-Page-Copy) - Competitive
* [ ] Develop: [Pathfactory Upload Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-upload)
* [ ] Develop: [Pathfactory Track Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-track)
* [ ] Develop: [Marketo Landing Page & Automation Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-mkto-landing-page)
* [ ] Activate: [Resource Page Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition)
* [ ] Activate: [Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=mktg-promotion-template) - Digital
* [ ] Activate: [Homepage Feature (only when applicable)](https://gitlab.com/gitlab-com/marketing/growth-marketing/growth/-/issues/new?issuable_template=request-website-homepage-promotion) - Growth

</details>

cc @jgragnola 

/label ~"Gated Content" ~competition ~"mktg-demandgen" ~"dg-campaigns" ~"mktg-status::plan"

Where to upload final asset

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.

  1. Save the pdf to your computer with naming convention [asset-type]-short-name-asset, ex: ebook-agile-delivery-models
  2. Navigate to the (de-indexed) resource/download directory
  3. Where it says www-gitlab-com / sites / marketing / source / resources / +, click the plus drop down and select "Upload File"
  4. Upload the file you've saved to your computer with the naming convention above
  5. For commit message, add Upload [Asset Type]: [Asset Name], check box for "create new merge request", name your merge request, and click "Upload file"
  6. Add description to MR, complete the author checklist, assign to @jgragnola and click "Submit Merge Request"
  7. In your Marketo program, for the 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)

Marketo automation and landing page creation

Watch the video tutorial >

: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:

Create Marketo program, tokens, and SFDC campaign sync

Edit registration page and thank you page URLs

Edit "resulting page" from the form submit

Activate smart campaign(s)

Update SFDC campaign

Test live registration page and flows

Add new content to the Resources page

  1. Begin a new MR from the resources yml
  2. Use the code below to add a new entry with the relevant variables
  3. Add commit message Add [resource name] to Resources page, rename your target branch, leave "start a new merge request with these changes" and click "Commit Changes"
  4. Assign the merge request to yourself
  5. When you've tested the MR in the review app and all looks correct (remember to test the filtering!), assign to @jgragnola
  6. Comment to @jgragnola that the MR is ready to merge

Code:

- 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

TOPICS to choose from (add all that apply):

How to retire analyst assets when they expire

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