diff --git a/data/team.yml b/data/team.yml index d0cb70356389abdb6ea2a3cb60ee4ad713293997..a1dc74a1f503279571c6bff12e29ee7a4033a589 100644 --- a/data/team.yml +++ b/data/team.yml @@ -445,9 +445,7 @@ picture: axil.jpg twitter: _axil gitlab: axil - maintains: | -
  • Maintainer of GitLab Recipes
    • -
  • Maintainer of GitLab Pages examples
    • + specialty: Documentation, social story: | Achilleas has been using GitLab since version 2, back when the default username and password were not documented. He started actively @@ -968,9 +966,7 @@ picture: marcia.jpg twitter: XMDRamos gitlab: marcia - maintains: | -
  • Markdown Kramdown expert
    • -
  • Technical Editor of the GitLab Blog
    • + specialty: Blog, technical writing, community writers program, social story: | Marcia is passionate about computers since the early 1990s, when she first touched the command line and somehow managed to play games on DOS. Her background in Science opened the way for technical @@ -1392,6 +1388,7 @@ picture: erica.jpg twitter: EricaLindberg_ gitlab: lindberg + specialty: YouTube, webinars, AMAs, social story: | As a self-described journalist, Erica is a dedicated researcher with a proclivity for narrative. Before joining GitLab, Erica worked for Kapost where she unofficially attended B2B marketing bootcamp. She is passionate about media, technology, and audience development. When she's not working, she enjoys hiking, cooking, and reading. @@ -1450,6 +1447,7 @@ picture: seanpackham.jpg twitter: SeanPackham gitlab: SeanPackham + specialty: Newsletter, blog, documentation, social story: | Sean is a software developer and writer passionate about education, user experience and demystifying the complex. Before GitLab Sean @@ -1606,6 +1604,7 @@ picture: emilyvonhoffmann.JPG twitter: emvonhoffmann gitlab: evhoffmann + specialty: Blog, user stories, social story: | A California native currently exploring the South, Emily's SoCal accent has proved surprisingly resilient. @@ -1926,6 +1925,7 @@ picture: rebecca-dodd.jpg twitter: Reberoodle gitlab: rebeccad + specialty: Blog, culture stories, enterprise & partnership stories, social story: | Originally from Cape Town, South Africa, Rebecca found her way to GitLab from consumer journalism via content marketing. A self-proclaimed word nerd with a special fondness for 90s adventure games, Rebecca is on a mission to bring GitLab content to a wider audience. Outside of work, she's probably queueing at one of London's latest hipster restaurant openings. diff --git a/source/handbook/marketing/content/index.html.md b/source/handbook/marketing/content/index.html.md index 0e97f6cee0081e5bd82c1c32099ca19349b61de1..221cb02db65dde4ae2932c22d67dac022c75f7b6 100644 --- a/source/handbook/marketing/content/index.html.md +++ b/source/handbook/marketing/content/index.html.md @@ -3,54 +3,55 @@ layout: markdown_page title: "Content Team" --- -The Content Team is part of the Marketing Team. - -## Expertise - -* Content Strategy -* [Blog](/blog/) content, design and UX -* Social promotion of blog content -* Newsletters -* [Documentation](https://docs.gitlab.com) and training -* White paper sourcing -* Ebooks -* Enterprise surveys -* Social Media Management -* Sub-editing -* Webinars - * GitLab vision webinar - * CE to EE webinar - * SVN to Git webinar - * 1 thought leadership or partner webinar a quarter -* conversationaldevelopment.com (prioritized for Q1 2017) -* remoteonly.org (prioritized for Q1 2017) - -## Documentation Goals - -* Create **well written** and **up-to-date** documentation. -* Enhance documentation articles with illustrations, animations and videos. -* Allow users to comment directly on documentation articles. -* Create a curriculum taking users from beginner to expert in Git and GitLab. -* Create a high quality responsive design. -* Allow users to easily browse and search the documentation. -* Generate MQLs - -## Blog Goals - -Detailed blog [handbook](/handbook/marketing/blog). - -* Create **well written** and **engaging** content that shares GitLab's culture and user success stories. -* Monitor and promote existing popular content. -* Share the best posts in our newsletter with additional insights from the community discussions. -* Provide article formulas (recipes) for the team and community to use. -* Enhance blog posts with illustrations, animations and videos. -* Generate MQLs. - -## Handbook Goals - -* Improve the **writing quality** and organization of the GitLab handbook. -* The answer to any organizational questions should be "It's in the handbook". -* Share GitLab's culture. -* Generate MQLs. - -todo: Webinar and Social Media goals. +The Content Team aka the "Blog, Documentation and Webinar Team" is part of the +Marketing Team and specializes in creating and facilitating the creation of +content and discussions for the blog, documentation and YouTube webinars. + +## Who creates blog, documentation and webinar content for GitLab? + +The Content Team is not the only source of content for these channels, +all GitLab team members and the extended community are encouraged to contribute +for the following reasons: + +- The Content Team's resources are limited; GitLab is a large company with + a comprehensive and constantly improving product suite in the fast paced + industry of software development. Because of this we cannot be + aware of every possible development inside GitLab, the community and e. +- The voice of GitLab is not just that of the Content Team, it is the + contribution of every GitLab team member, community member, partner, customer + and user and we want to share all these perspectives. +- The Content Team needs your help to create content and suggest content ideas + so that the GitLab team and extended community can stay ahead of the curve. + +## What areas of "content" does the Content Team specialize in? + +- **Blog:** see the team page for each Content Team members' content specialties. + Each team member will create content and facilitate others contributing + content to their area of specialty. A general theme we are focusing on is + 'User Driven Content'. +- **Documentation:** creating Git and GitLab lessons, maintaining the structure and + style of articles and working with the development team and community to + facilitate the creation and updating of articles when features are added and + changed. +- **YouTube webinars:** focusing on feature and release previews and GitLab team + member AMAs. +- **Bi-weekly newsletter:** the creation of the bi-weekly newsletter on the + 8th and 22nd (release newsletter) of each month. We welcome all teams to + suggest content to include in newsletters. +- **Content Team social promotion:** Each Content Team member is responsible for + the social promotion of all content in their area of specialty. Content team + members should share content on Facebook, Twitter, LinkedIn, Reddit (where + applicable) and occasionally Hacker News - most of the time we want the + community to share our content on Hacker News rather than us so that our + presence feels organic rather than forcefully marketed. + +## Specific areas of "content" the Content Team does not own: + +- **Website** +- **PR** +- **Outbound marketing** +- **White papers** +- **Training & support:** outside of Git and GitLab lesson in the documentation. +- **Sales:** outside of indirect content on our channels support the Sales Team + or generate MQLs. +- **Handbook:** each team owns their section of the handbook. diff --git a/source/handbook/marketing/index.html.md b/source/handbook/marketing/index.html.md index 3777496c000a50a345e906530669fc5cba0e9ea7..a4c51b8e97b3d497a0b4e8b45291509a2d8dc19a 100644 --- a/source/handbook/marketing/index.html.md +++ b/source/handbook/marketing/index.html.md @@ -37,7 +37,7 @@ The GitLab Marketing team includes four functional groups: Demand Generation, De - [Technical Writing] - [Markdown Guide] - [Product Marketing] - - [Content Marketing] + - [Content Team] - [Partner Marketing] - [Social Marketing] - [Social Media Guidelines] @@ -51,9 +51,9 @@ The GitLab Marketing team includes four functional groups: Demand Generation, De

    We GitLab

    -### Marketing Team Purpose +### Marketing Team Purpose -The GitLab Marketing team is here to do the following: +The GitLab Marketing team is here to do the following: - Meet board approved company goals and metrics. - Support the GitLab community with education and feedback outlets. @@ -71,11 +71,11 @@ We think GitLab (.com, CE, and EE) can help developers, designers, IT workers, m **Goal:** Build a developer relations and community organization that makes it easy to contribute, give feedback, and get education about GitLab. -**Goal:** Begin to message the product as an end-to-end developer lifecycle solution. [This video](https://www.youtube.com/watch?v=pY4IbEXxxGY) is a good overview of this product messaging we are moving towards. +**Goal:** Begin to message the product as an end-to-end developer lifecycle solution. [This video](https://www.youtube.com/watch?v=pY4IbEXxxGY) is a good overview of this product messaging we are moving towards. For a more granular look at what individuals on the marketing team are focusing on, take a look at the [Marketing Team OKR’s below](https://about.gitlab.com/handbook/marketing/#okrs). -To support these goals, we plan to hire the people outlined in our [hiring plan](#hiring-plan) during Q3 and Q4 of 2016. Job descriptions are linked from the hiring plan for each role to better understand how each role supports the goals of the marketing team and company. +To support these goals, we plan to hire the people outlined in our [hiring plan](#hiring-plan) during Q3 and Q4 of 2016. Job descriptions are linked from the hiring plan for each role to better understand how each role supports the goals of the marketing team and company. The focus for each [functional group](#groups) is described below. @@ -83,55 +83,55 @@ The focus for each [functional group](#groups) is described below. A common misconception is that developer marketing is showing up at events and giving out free t-shirts and stickers. While true, developers are humans and people like free t-shirts it is not and cannot be the only method to your developer marketing strategy, it's a whole lot more. -"But how do we market to developers?" is a question I've seen asked multiple times at multiple organizations. Every company that's building tools for developers has at some point struggled on how to properly market to their target audience. I've seen it at large organizations, I've seen it at small organizations, and we've all seen product messaging doesn't quite fit what the product actually does. Often times, that's due to a disconnect between marketing and engineering/product and/or the marketing team not understanding how to message a developer product. While people are quick to assume negative intentions of the marketing team, generally that isn't the case. It comes down to messaging and communication between marketing and your engineering/product team. Developers are awesome. Go talk to them. +"But how do we market to developers?" is a question I've seen asked multiple times at multiple organizations. Every company that's building tools for developers has at some point struggled on how to properly market to their target audience. I've seen it at large organizations, I've seen it at small organizations, and we've all seen product messaging doesn't quite fit what the product actually does. Often times, that's due to a disconnect between marketing and engineering/product and/or the marketing team not understanding how to message a developer product. While people are quick to assume negative intentions of the marketing team, generally that isn't the case. It comes down to messaging and communication between marketing and your engineering/product team. Developers are awesome. Go talk to them. -Is it hard to market to developers? No, however, there's a big focus on truth in marketing, getting a developer help fast when they need it, developer education, community, and making sure that your marketing doesn't over-promise what the product is capable of doing. +Is it hard to market to developers? No, however, there's a big focus on truth in marketing, getting a developer help fast when they need it, developer education, community, and making sure that your marketing doesn't over-promise what the product is capable of doing. The team has to balance how you market a developer product with the expectations of the developer using that product. For example, most users of a developer tool will not expect an email from a demand generation team or BDR team and they certainly will not expect a phone call. So what do they expect? Developers will expect education, help getting started, tutorials, partner integrations that make their lives easier, and truth in marketing. Developers want truth in marketing, they want proper education, they want integrations that help them, and they want the marketing team to kind of stay out of the way while quietly sprinkling helpful information around the areas that they are interested in. -Some forums that developers use to get information are [StackOverflow](https://www.stackoverflow.com), [Hacker News](https://news.ycombinator.com/), [Reddit](https://www.reddit.com/r/gitlab/), Twitter, GitLab Documentation, GitHub, a basic Google search, and all of these channels should be taken into account when thinking about how to market a developer product. Where possible, try to offer community support via these forums. Be responsive. +Some forums that developers use to get information are [StackOverflow](https://www.stackoverflow.com), [Hacker News](https://news.ycombinator.com/), [Reddit](https://www.reddit.com/r/gitlab/), Twitter, GitLab Documentation, GitHub, a basic Google search, and all of these channels should be taken into account when thinking about how to market a developer product. Where possible, try to offer community support via these forums. Be responsive. -For an event strategy, you need to not only think "how do I bring people together in a room who are using my product" but also "how do I get feedback from that room" or "how do I make sure that conversations are happening between GitLab team members and GitLab community members?". Use your event presence to talk to people who love your product. Give engaging talks and make it easy to give feedback. "How do I make it clear that feedback is appreciated?". You do that through saying, "Hey, I'd like feedback on this." Sometimes you don't even have to say it and, because the developer community is such an open and honest one in most cases, feedback is easier to get. Make it easy to provide feedback, make it easy to become part of the community, make it easy to contribute and people and developers will. Developer roundtables are awesome. You need a room, some developers using your product and someone to take notes. +For an event strategy, you need to not only think "how do I bring people together in a room who are using my product" but also "how do I get feedback from that room" or "how do I make sure that conversations are happening between GitLab team members and GitLab community members?". Use your event presence to talk to people who love your product. Give engaging talks and make it easy to give feedback. "How do I make it clear that feedback is appreciated?". You do that through saying, "Hey, I'd like feedback on this." Sometimes you don't even have to say it and, because the developer community is such an open and honest one in most cases, feedback is easier to get. Make it easy to provide feedback, make it easy to become part of the community, make it easy to contribute and people and developers will. Developer roundtables are awesome. You need a room, some developers using your product and someone to take notes. -For a content strategy, much of the same applies. Education, tutorials, and making it really easy to get started through blog posts, video, screencasts, office hours, webinars, etc. +For a content strategy, much of the same applies. Education, tutorials, and making it really easy to get started through blog posts, video, screencasts, office hours, webinars, etc. -In addition to the above mentioned tactics, good developer marketing strategy includes a great product. If you have a great product, the job of marketing is much easier. Constant product and feature releases are one of the best marketing tools. We are lucky that GitLab releases on the twenty-second of every month and has since 2011. This show of momentum makes it much easier to market to a developer when it's not stagnant. +In addition to the above mentioned tactics, good developer marketing strategy includes a great product. If you have a great product, the job of marketing is much easier. Constant product and feature releases are one of the best marketing tools. We are lucky that GitLab releases on the twenty-second of every month and has since 2011. This show of momentum makes it much easier to market to a developer when it's not stagnant. In product releases, when your users can see that feedback from the community is taken seriously and put back into the product, it says "we take our community seriously." Listen to the feedback, make it easy to give feedback via issue trackers, Twitter, and/or Support and if it makes sense for the rest of the community to make a requested update to the product, do it. -### How we think about marketing an open source product with a paid version +### How we think about marketing an open source product with a paid version -Marketing an open source product makes it so that you have to always think about your contributors and community. The flip-side of marketing an open source product is that we’re also creating a paid product that’s based off the open source product. We have to make sure we are [good stewards of the open source project](https://about.gitlab.com/2016/01/11/being-a-good-open-source-steward/) while also making money off of the paid edition, GitLab Enterprise Edition. +Marketing an open source product makes it so that you have to always think about your contributors and community. The flip-side of marketing an open source product is that we’re also creating a paid product that’s based off the open source product. We have to make sure we are [good stewards of the open source project](https://about.gitlab.com/2016/01/11/being-a-good-open-source-steward/) while also making money off of the paid edition, GitLab Enterprise Edition. -The balance can be tricky but if you pay attention to detail, never forget your community, always make it easy to contribute while also marketing your enterprise product to only the people who can use it, then you should be okay. +The balance can be tricky but if you pay attention to detail, never forget your community, always make it easy to contribute while also marketing your enterprise product to only the people who can use it, then you should be okay. -There’s a unique challenge that comes with marketing an open source product when there is also a paid version. The community is important and you must always make sure that your contributors and community surrounding your open source project do not feel at odds with your paid project. Only include features in your paid product that are tailored for large organizations and save the features that everyone can use for your open source free offering. +There’s a unique challenge that comes with marketing an open source product when there is also a paid version. The community is important and you must always make sure that your contributors and community surrounding your open source project do not feel at odds with your paid project. Only include features in your paid product that are tailored for large organizations and save the features that everyone can use for your open source free offering. -Your marketing takes a two-fold approach when you're working with an enterprise version of an open source product. One approach doesn’t exclude the other. If you’re someone at an enterprise company that we are marketing to for a paid product, you’re a part of our community but if you’re a part of our community, you’re not necessarily a part of our enterprise marketing strategy. +Your marketing takes a two-fold approach when you're working with an enterprise version of an open source product. One approach doesn’t exclude the other. If you’re someone at an enterprise company that we are marketing to for a paid product, you’re a part of our community but if you’re a part of our community, you’re not necessarily a part of our enterprise marketing strategy. For example, a developer using GitLab on an individual project or a small team is part of the community. A contributor who contributes a feature back to GitLab CE is part of the community. If those people also happen to work at a large fortune 500 company, global 2000 company, a company with any large amount of revenue, or a large development team, that’s where we begin to market our paid version of GitLab. -We try to not market through spammy email or cold-calling people on the phone, but instead in a more thoughtful way. Our marketing strategy also includes field marketing, content marketing, email marketing, public relations, analyst relations, online marketing, and more to get the right developer resources in front of the right enterprise segment of our community. +We try to not market through spammy email or cold-calling people on the phone, but instead in a more thoughtful way. Our marketing strategy also includes field marketing, content marketing, email marketing, public relations, analyst relations, online marketing, and more to get the right developer resources in front of the right enterprise segment of our community. -### Top down and bottom up marketing for developer products +### Top down and bottom up marketing for developer products When you’re looking at marketing in the enterprise of a developer product, your strategy should be both bottom up and top down. Bottom up marketing includes independent developers working with a team on a project within a large organization. Make it easy and enjoyable to use GitLab internally. Make it so that GitLab is the obvious choice for their development needs. -Top down marketing includes targeting the decision maker at an enterprise company. Start with buyer persona research to determine who that decision maker role is at each size company. Work to understand the buying process for your product. Provide the resources needed for that decision maker to decide "hey this is the right product" via pricing comparisons, security information, product fit, and any other buyer reasons you identify in your buyer persona research. +Top down marketing includes targeting the decision maker at an enterprise company. Start with buyer persona research to determine who that decision maker role is at each size company. Work to understand the buying process for your product. Provide the resources needed for that decision maker to decide "hey this is the right product" via pricing comparisons, security information, product fit, and any other buyer reasons you identify in your buyer persona research. -**For your top down strategy, first answer these two questions:** +**For your top down strategy, first answer these two questions:** 1) Who is the buyer? -2) Why did this buyer select your product? +2) Why did this buyer select your product? -You can go deeper into these questions by company size and industry as buyer and reasons change at different scale and function, but these 2 questions should get you started. +You can go deeper into these questions by company size and industry as buyer and reasons change at different scale and function, but these 2 questions should get you started. -The message targeting for the top down strategy will be different from the bottom up messaging. The messaging is still focused on community, creating a great product, and contributing back to the product; however, it will be more focused on increased productivity of your development teams, lower pricing for a better product, security, team management, or any of the reasons you discover for buying in your research. +The message targeting for the top down strategy will be different from the bottom up messaging. The messaging is still focused on community, creating a great product, and contributing back to the product; however, it will be more focused on increased productivity of your development teams, lower pricing for a better product, security, team management, or any of the reasons you discover for buying in your research. Top down marketing and bottom up marketing meet in the middle at the product. Your product must be rock solid. Product excellence is a key part of developer marketing strategy in the enterprise. @@ -305,7 +305,7 @@ Design focuses on creating the visual brand for GitLab. Design supports product
    -Developer Relations includes the technical writing, developer advocacy, and community advocacy functions. The team is focused on answering the following questions: +Developer Relations includes the technical writing, developer advocacy, and community advocacy functions. The team is focused on answering the following questions: - What are scalable developer education tools? - How do we turn in person feedback at events into actionable product requests? @@ -371,20 +371,13 @@ At GitLab, tech writers are the folks who take care of writing and maintaining t -Product Marketing at GitLab focuses on product messaging, product launch marketing, partner marketing, channel marketing, PR/AR, and content marketing. +Product Marketing at GitLab focuses on product messaging, product launch marketing, partner marketing, channel marketing, PR/AR, and content marketing. [Job Description](/jobs/product-marketing-manager){:.btn .btn-purple-inv} [Handbook](/handbook/marketing/product-marketing){:.btn .btn-purple} [ Amara][amara]{:.btn .btn-orange} -### Content Marketing -{: .no_toc} - -What is Content Marketing (to be included) - -[Job Description](/jobs/content-marketing-manager){:.btn .btn-purple-inv} -[Handbook][Content Marketing]{:.btn .btn-purple} -[ Erica][erica]{:.btn .btn-orange} +a fa-gitlab" aria-hidden="true"> Erica][erica]{:.btn .btn-orange} ### Partner Marketing {: .no_toc} @@ -517,9 +510,9 @@ What is Partner Marketing (to be included) ## Marketing OKR Overview {: #okrs} -Our team and the demands on marketing are growing quickly. In order to align our goals with company goals as well as prioritize what we are working on, OKRs help us to maintain structure. Of course, not everything can be captured in one Google Sheet but this helps us all to know what we consider our goals as a team to be. +Our team and the demands on marketing are growing quickly. In order to align our goals with company goals as well as prioritize what we are working on, OKRs help us to maintain structure. Of course, not everything can be captured in one Google Sheet but this helps us all to know what we consider our goals as a team to be. -Each member of the marketing team is responsible for 3 Objectives and 3 Key Results for each objective. +Each member of the marketing team is responsible for 3 Objectives and 3 Key Results for each objective. To find the GitLab Marketing Team's OKRs, search the company Google Drive for "Marketing OKRs - Quarterly". @@ -574,11 +567,11 @@ All managers should have a weekly 1:1 with their direct reports in the first mon The first meeting should run as follows: -- Welcome and make sure new hire is working through onboarding tasks. -- Suggest people on the marketing team and beyond to meet with. -- Manager should make sure all technology needs are taken care of. -- Manager should answer or help to find proper resource for any questions. -- Manager should create a Google Doc private 1:1 agenda for all recurring 1:1's and add to the description of the calendar invite. +- Welcome and make sure new hire is working through onboarding tasks. +- Suggest people on the marketing team and beyond to meet with. +- Manager should make sure all technology needs are taken care of. +- Manager should answer or help to find proper resource for any questions. +- Manager should create a Google Doc private 1:1 agenda for all recurring 1:1's and add to the description of the calendar invite. The agenda of the following 1:1s should be the same as the recurring Bi-weekly 1:1s with time set aside to answer any questions about onboarding. @@ -634,10 +627,10 @@ All members of the marketing team who are not direct reports should meet with th The meeting should run as follows: -- First discuss any issues or problems that the manager can help with. Any roadblocks or disagreements? -- Talk about career development and opportunities for growth. -- Walk through quarterly OKRs to make sure they are relevant and see if help is needed. -- Discuss upcoming OKRs if close to end of a quarter. +- First discuss any issues or problems that the manager can help with. Any roadblocks or disagreements? +- Talk about career development and opportunities for growth. +- Walk through quarterly OKRs to make sure they are relevant and see if help is needed. +- Discuss upcoming OKRs if close to end of a quarter. ### Monthly Marketing Townhall {: .no_toc} @@ -652,8 +645,8 @@ To find the agenda for the bi-weekly marketing meeting, search the company Googl The meeting should run as follows: -- 24 hours prior to the meeting all marketing members should have their sections of the agenda completed. -- The CMO will email all attendees reminding them to take a look at the agenda and add any questions to the top of the meeting. +- 24 hours prior to the meeting all marketing members should have their sections of the agenda completed. +- The CMO will email all attendees reminding them to take a look at the agenda and add any questions to the top of the meeting. - Meeting will open with the CMO giving an overview of new hires, organization changes, large upcoming campaigns, etc. - The meeting will then open to questions starting with the questions already documented. - Everyone is encouraged to participate. @@ -730,7 +723,7 @@ Anything that is a process in marketing should be documented in the Marketing Ha ### Chat Marketing channels {: #chat} -We use our chat internally as a communication tool. The marketing channels are as follows: +We use our chat internally as a communication tool. The marketing channels are as follows: - Marketing - This is the general marketing channel. Don't know where to ask a question? Start here. - Advertising - Online marketing channel @@ -752,10 +745,10 @@ We use our chat internally as a communication tool. The marketing channels are a ### Marketing email alias list {: #email} -- Community@ company domain is an external email address that goes to the CMO, Field Marketing Manager, Senior Product Marketing Manager, and Demand Generation team. -- Marketing@ company domain is an internal team email address for everyone on the marketing team. -- Press@ company domain directs to the CMO and Senior Product Marketing Manager. -- News@ company domain is an external email address for sending newsletters that goes to the Online Marketing Manager and Senior Demand Generation Manager. +- Community@ company domain is an external email address that goes to the CMO, Field Marketing Manager, Senior Product Marketing Manager, and Demand Generation team. +- Marketing@ company domain is an internal team email address for everyone on the marketing team. +- Press@ company domain directs to the CMO and Senior Product Marketing Manager. +- News@ company domain is an external email address for sending newsletters that goes to the Online Marketing Manager and Senior Demand Generation Manager. - Securityalerts@ company domain is an external email address for sending security alerts that goes to the Online Marketing Manager and Senior Demand Generation Manager. @@ -769,7 +762,7 @@ We use our chat internally as a communication tool. The marketing channels are a [Blog]: /handbook/marketing/blog/ [Business Development]: /handbook/marketing/demand-generation/business-development/ -[Content Marketing]: /handbook/marketing/product-marketing/content-marketing/ +[Content Team]: /handbook/marketing/content/ [Demand Generation]: /handbook/marketing/demand-generation [Developer Advocacy]: /handbook/marketing/developer-relations/developer-advocacy/ [Community Advocacy]: /handbook/marketing/developer-relations/community-advocacy/ diff --git a/source/handbook/marketing/product-marketing/content-marketing/index.html.md b/source/handbook/marketing/product-marketing/content-marketing/index.html.md index 027e5bc951c2a307b324afda107fb43ff00ac628..ee14f8f9ccdf6945cfab848a3b6ebac168199bc5 100644 --- a/source/handbook/marketing/product-marketing/content-marketing/index.html.md +++ b/source/handbook/marketing/product-marketing/content-marketing/index.html.md @@ -3,168 +3,4 @@ layout: markdown_page title: "Content Marketing" --- -## Welcome to the Content Marketing Handbook - ----- - -## On this page -{:.no_toc} - -- TOC -{:toc} - ----- - -## Content Mission - -Our content mission is to create a shared space where modern developers and decisions makers find and share useful information, advice, -resources, and inspiration for becoming better distributed and collaborative development teams. - -For every piece of content we share the goal should be to make an individual or a team better. To achieve -this we should empathize with our audience, thinking about who the content is for and how it will help. -We should aim to share both the -"how-to" and "the why it matters" in our content. We should strive to make takeaways clear and actionable. - -## Content Persona - -GitLab is a classic oversharer of ideas, opinions, and experiences that help better the community. We think -of GitLab's voice as human, empathetic, light-hearted, and opinionated yet humble. We share our point of -view and opinions but do not forget to provide context and ask for other opinions. - -Things you can expect GitLab to overshare on: - -* **Community Guidance**: Empowering developers to get stuff done by making it easy to get started with git and GitLab -* **Enterprise Answers**: Working in large teams is often challenging. We'd like to understand more about the painpoints of enterprise development teams, present solutions, and answer questions. -* **Thought Leadership**: Share our perspective on variety of topics like open source, open organization, innersourcing, modern development, and change management. -* **Quirky Culture**: Showcase our unique company culture and team members, focusing on remote-only, transparency, product design, employee learnings, stickers etc.) - -## 2016 activities - -- Publish an active [blog](https://about.gitlab.com/blog/) with useful content relevant to GitLab users. -- Host [webcasts](https://about.gitlab.com/handbook/marketing/product-marketing/content-marketing/#what-is-the-webcast-program-at-gitlaba-namewebcasta) -which welcome newcomers, celebrate with existing users, and provide access to expertise. -- Publish a twice-monthly email newsletter you can sign up to on [our contact page](https://about.gitlab.com/contact/). - -### Q3 Content Pillars - -Non-GitLab Specific - -* Open source and open organizations -* Innersourcing -* Modern development - -GitLab Specific - -* GitLab workflow -* GitLab tutorials and migration guides -* Remote-only and team member stories - -## What is the webcast program at GitLab? - -- The webcast program consists of regular online events for GitLab users and community members. -- The webcasts are recorded and distributed to GitLab users, and can be referred to in the Resource Library as part of GitLab University - -### Uploading video files to the GitLab YouTube channel - -- You must be a manager of the [GitLab YouTube channel](https://www.youtube.com/channel/UCnMGQ8QHMAnVIsI3xJrihhg) to upload. -- To be added as a manager of the GitLab YouTube channel, please request the channel owner add you as manager. -- The CMO is the GitLab YouTube channel owner. -- [How to add or remove users to a channel](https://support.google.com/youtube/answer/4628007?hl=en) -- The direct link to add and remove users for the manager is [here](https://plus.google.com/u/0/b/107491817347842790515/pages/settings/admin). -- If you’d like to add video bumpers to the beginning or end of your video, please download from this [issue](https://gitlab.com/gitlab-com/gitlab-artwork/tree/master/video-bumpers). -- **Protip:** If you’re using [ScreenFlow](http://www.telestream.net/screenflow/) to record a screencast, there’s a [checkbox to remove background noise](http://www.telestream.net/telestream-support/screen-flow/help/Editing.06.21.html) from your audio. - -### Monthly Program - -This program is in development. For the first month, January, we'll start with one webcast, then add another and build up to the full schedule. - -### Welcome to GitLab - 20 mins (coming soon!) - -- Live demo run. -- Similar base demo script each month. - - How to use GitLab - essential demo. - - This month’s Q+A (commonly asked questions, recent questions from twitter) - - GitLab’s products and services. - - How to find stuff in the GitLab; getting help, direction, participation. - - Community welcome mat: How to meet other GitLab users what events we’ll be at, how about you? -- Aimed at developers or decision makers who have signed up in the last 30 days, inviting them into the community. - -### Release Party - 30 - 40 mins - -- Monthly Thursday following a release. -- Present highlights from the new features. -- Refer to any resources, docs, screencasts, etc. -- Guest speakers from the dev team about the new features. -- Highlight contributors and the MVP for that month. -- New contributors welcomed. -- Q+A from audience. - -### GitLab Tutorials - 40 mins - 1 hour - -- Live presentation, demo or discussion on monthly in-depth learning theme. -- Preceded by 3 weeks of blog posts, screencasts, tutorial and an invitation which leads to the online event. -- Live event includes: Guest speaker / interview / presentation / demo as appropriate to topic. -- Q+A from audience. Survey to GitLab users on the topic if appropriate. -- After event: Blog post of findings from the Q+A, results of survey. -- Roll-up content into an downloadable ebook, course or other way to make the content more easily accessed and reviewed. - -## Delivering Webcasts - -- Webcasts are delivered in partnership with the [Demand Generation](https://about.gitlab.com/handbook/marketing/demand-generation/demand-generation/#webcasts) team -- Webcasts are on Wednesdays, 17:00 UTC (9am PST, 6pm CET) -- Panelists should arrive 15 mins before the webcast for a final sound check -- Panelists should participate in a rehearsal before the webcast - -#### Pre-webcast checklist - -- Create webcast copy (Amara) -- Create the webcast registration page (Mitchell) -- Send calendar invitation (with 15 minute buffer) to presenters with presenter link (Mitchell) -- Send webcast dry run calendar invitation to presenters -- Create ads promoting webcast (Mitchell) -- Promote webcast in newsletter (Amara) -- Schedule webcast promo tweets T - 3 weeks, T - 2 weeks, T - 3 days, and T - 1 day, and T (Amara) -- Add webcast to banner on about.gitlab.com T - 1 week (Amara) -- Create and share webcast deck for feedback (Amara) -- Host webcast dry run and ensure everyone is comfortable with platform (Mitchell and Amara) -- Load final slides, polls, and resources into webcast platform (Mitchell) - -#### During the webcast - -- All presenters should log into the platform 15 minutes ahead of time for a sound check -- Presenters will deliver slides and must remain mindful of time and shorten their presentations if needed to make up time -- Every webcast should leave at least 10 minutes for a Q&A - -#### Post webcast - -- Edit the recording (Amara) -- **Protip:** If you’re using [ScreenFlow](http://www.telestream.net/screenflow/) to record a screencast, there’s a [checkbox to remove background noise](http://www.telestream.net/telestream-support/screen-flow/help/Editing.06.21.html) from your audio. -- Post on YouTube, Speakerdeck, and blog (Amara) -- Promote blog post on Twitter (Amara) -- Send webinar follow up emails (Mitchell) -- Add to newsletter (Amara) - -## Monthly Newsletters - -- We currently send out two newsletters a month. One is is on the second Tuesday of the month and the other is on the monthly release day (22nd). -- The newsletters are scheduled to go out between 8 and 9 am Pacific time. - -### Delivering Newsletters - -An issue is created in the marketing repository on GitLab.com using the `Newsletter` issue template. A corresponding Marketo program is created using the format of `YYYYMMDD_Newsletter` with the date being the date that the email will be sent out. This program is most easily created by cloning the most recent newsletter that was sent out. - -The issue and Marketo program should be created at least a week in advance to give ample time to add content for the newsletter. - -The newsletter should have 3-4 blocks of content, with each block containing the following elements: -- Title/topic -- Link and call-to-action -- Description/copy - -The content block will look like this once placed in the newsletter: - -![newsletter block example](https://about.gitlab.com/images/handbook/marketing/newsletter-example-block.png) - - -After the content for the newsletter is finalized in the issue, it can be added to the email in Marketo. Be sure to update all the links with the appropriate UTM tracking parameters. - -Once the newsletter content is updated, send a test email to the appropriate people and get feedback on email copy, links, layout, etc. Implement the necessary changes and send new test emails until the email is ready. Once the email has been reviewed and is ready to be sent, schedule the email within Marketo. +Deprecated, see [Content Team](/handbook/marketing/content/).