Mattermost Handbook
Need help?How to spend company moneyHow to update the HandbookRelease overview
0.2.1
0.2.1
  • Mattermost Handbook
  • Company
    • About Mattermost
      • List of terms
      • Business model
      • Mindsets
    • "How to" guides for staff
      • How to set up a 1-1 channel
      • How to update the handbook
      • How to manage Handbook notifications
      • How to change mobile device
        • How to handle a lost mobile device
      • How to do a mini-retrospective
      • How to autolink keywords in Mattermost
  • Operations
    • Company operations
      • Areas of Responsibility
      • Mattermost Leadership Team (MLT)
        • MLT cadence
      • Company measures
        • Metrics definitions
        • FY23 goals board
        • MLT metrics
      • Company cadence
      • Company policies
        • Community response policy
        • Security policy
      • Company processes
        • Issue/solution process
        • Company agreements
        • Publishing
          • Public web properties
          • Publishing guidelines
            • Brand and visual design guidelines
            • Voice, tone, and writing style guidelines
              • Contribute to documentation
            • Confidentiality guidelines
          • Post-publication quality control process
      • Handbook processes and policies
        • Handbook onboarding
      • Fiscal year planning
    • Research and Development
      • Organization
        • Tech Writing
        • Data engineering
        • Delivery
        • Cloud Platform
        • Site Reliability Engineering
        • GRC
        • Product Security
        • Security Operations
      • Processes
        • Feature Labels
      • Product
        • Product planning
          • Product philosophy and principles
          • Prioritization process
          • Release planning process
          • Roadmap views
          • Release plan
          • Launch plan
          • Feature requests
        • Development process
          • Mobile feature guidelines
          • Deprecation policy
          • Mattermost software requirements process
          • Jira ticket lifecycle
          • Creating new Jira bug tickets
            • Priority levels for tickets
            • Jira fix versions
        • Release process
          • Release overview
          • Feature release process
          • Dot release process
          • Security release process
          • Mobile app release process
          • Desktop app release process
          • Release tips
          • Release scorecard definitions
        • How-to guides for Product
          • How to use productboard
          • How to record a roadmap video
          • How to update integrations directory
          • How to write a feature release announcement
        • Product Management team handbook
          • Product Management Areas of Ownership
          • Product Manager onboarding
          • Product Manager levels
          • Professional development
        • Product Design team handbook
          • Product Design levels
        • Technical Writing team handbook
          • Work with us
          • User interface text guidelines
          • Documentation style guide
          • Our terminology
          • Guidelines for PMs and developers
          • Guidelines for community contributions
          • Technical Writer levels
          • Docathon 2021
            • Getting started with contributing
        • Growth
          • A/B testing methodology
          • PQL definition
        • Analytics
          • Product Analyst Engineer levels
          • Looker
            • Dashboards
            • Explores
          • Telemetry
        • Developer relations
        • Product team hangouts
      • Engineering
        • Infrastructure engineering
          • Cloud infrastructure cost KPIs
          • Cloud data export process
          • Cloud churn process
          • Reliability Manifesto
          • Production Readiness Review
          • Infrastructure Library
        • Integrations team processes
        • Plugin release process
        • Data Engineering
        • Sustained Engineering
          • On call
        • How to go to a conference
        • Public speaking
        • Core contributor expanded access policy
      • Quality Assurance
        • QA workflow
        • QA testing tips and tools
        • Rainforest process
    • Messaging and Math
      • How-to guides for M&M
        • How to create release announcements
        • How to create screenshots and GIFs
        • How to write Mattermost case studies
        • How to write guest blog posts for Mattermost apps and services
        • How to write Mattermost recipes
        • How to compose tweets
        • How to create a split test for web page
        • How to run meetups
        • How to run executive dinners
      • Checklists for M&M
        • Blog post checklist
        • Bio checklist
      • Mattermost websites
      • Demand generation reporting
      • M&M Asana guidelines
      • Content marketing
        • How to use the editorial calendar
        • Content development and distribution
        • Video content guidelines
        • How to contribute content
    • Sales
      • Deal Desk
      • Partner programs
      • Lead management
    • Deployment Engineering
      • Overview
      • Workflows
      • Frequently Asked Questions
      • Playbook for MME Sev 1 Outages
      • Status Update Template
    • Program Management
    • Customer Success
      • Customer Support
    • Legal
      • Contracts
      • Ironclad Basics
        • Company-Wide Workflows
        • Sales Contracts and Workflows
        • Signing a Contract and Contract Repository
    • Finance
      • Budget
      • How to use Airbase
        • Access Airbase
        • Navigate Airbase
        • How to submit a purchase request
        • How to submit a reimbursement request
        • How to review a reimbursement request
        • Vendor portal guide
        • Frequently asked questions
      • Onboarding
        • Vendor onboarding
        • ROW staff onboarding
      • Staff member expenses
        • How to spend company money
        • How to spend company money: Internships
        • Corporate credit card policy
        • How to access Airbase
        • Gifting policy
        • How to book airfare and travel
        • How to reimburse the company
        • How to convert currencies
        • How to get paid
      • Arrange a Bounty Program
      • Naming files and agreements
      • Risk management
        • Mattermost U.S. consulting agreements
      • Operations playbook
    • Security
      • Policies
      • Privacy
        • Data deletion requests
        • Data subject access requests
      • Product Security
        • Product Vulnerability Process
        • Working on security-sensitive pull requests
        • Secure Software Development guide
      • Security Operations
        • User guides
    • Workplace
      • PeopleOps
        • HR cadences
        • HR systems
        • HR Processes
        • Working at Mattermost
          • Onboarding
            • Things everyone must know
            • Staff onboarding
            • Engineer onboarding timeline and expectations
            • Manager onboarding
            • Frequently asked questions
          • Learning and development
          • Mattermost communication best practices
          • Paid time off
            • Out of office email example
          • Travel
            • Business travel insurance
          • Leaves of absence
            • Pregnancy leave
            • Baby bonding parental leave
            • Jury duty
          • Workplace program
          • Relocation
          • Total rewards
        • Performance reviews
          • Formal review process
          • New staff performance review
          • Informal review process
        • Transfers and promotions
        • Offboarding instructions for managers
        • People compliance
      • People policies
      • Groups
        • Staff Resource Groups
      • Approvals and iteration
      • IT
        • IT helpdesk
        • Hardware and software purchases
        • Hardware buy back policy
        • Software systems
  • Contributors
    • Contributors
      • Equity, diversity, and inclusion
      • How to contribute to Mattermost
        • Community Content program
        • Documentation contributions
        • Help Wanted tickets
        • Localization
        • Contribution events
      • Mattermost community
      • Contributor kindness
      • Community systems
      • Guidelines and playbooks
        • Social engagement guidelines
        • Contribution guidelines and code of conduct
        • Mattermost Community playbook
        • How to run a Hackathon
        • Hacktoberfest event organizer guide for Mattermost
    • MatterCon
      • Staff information privacy management
      • Mattermost events code of conduct
      • MatterCon2021
    • Join us
      • Ice-breakers
      • Help Wanted tickets
      • Localization
      • Mattermost GitHub sponsorship
      • Things candidates should know
      • Staff recruiting
      • Recruiting cadences
        • Product Manager hiring process
      • Exec recruiting
        • EA logistics
  • Help and support
    • Contact us
Powered by GitBook
On this page
  • General content development workflow
  • Product content workflows
  • Monthly product releases
  • Integration releases
  • R&D demos
  • Distribution checklist
  • Social launch
  • Internal/collaborator notifications
  • Link sharing
  • Syndication
  • Additional activities
  • Distribution template

Was this helpful?

Edit on Git
Export as PDF
  1. Operations
  2. Messaging and Math
  3. Content marketing

Content development and distribution

PreviousHow to use the editorial calendarNextVideo content guidelines

Last updated 3 years ago

Was this helpful?

General content development workflow

For most individual pieces of content (or content series), the development process will be as follows. Note that all posts will require some amount of customization depending on the audience, topic, and purpose of the content.

Content development and distribution is tracked in our .

Activities
Owner

Planning

Post concept is developed/approved by Editorial team

Ashley/Jason

Post concept is developed/approved by technical lead

R&D

Preliminary deadline/timeline set

Ashley

Drafting

Post is outlined/drafted by author

Post Author/Ashley

If graphics are required, they should be commissioned/collected during this phase

Ashley/Justin

Review

Technical posts: Fact-checked

Jason B., R&D leadership team

Partner Content: Sent to collaborators for review

Relationship owner (Aaron, Jason, Ashley, etc.)

All Content: Post is proofread and optimized for SEO

Ashley/Justin

Distribution Checklist is added to post draft

Ashley/Justin

Scheduling

Finalized post & graphics uploaded to WordPress

Justin

Social posts are uploaded to HootSuite

Justin

Additional distribution collateral/messaging finalized

Ashley/Jason B.

Distribution (See Distribution Checklist for complete activities)

Send internal, collaborator & community notifications

Ashley/Jason B.

Submit link to appropriate channels (e.g. Reddit, HN)

Ashley/Jason B./Author

Post to self-submission syndication channels (e.g. Opensource.com, Dev.to)

Ashley/Jason B./Author

Add to nurture campaigns

Ashley/Ty/TBD

Performance Evaluation

Review performance at next monthly review cycle (Content Strategy Mtg)

Ashley/Jason

Queue additional social reposts/resubmit to syndication channels as needed

Ashley/Justin

Product content workflows

There are several kinds of recurring content coming from the Product team. These have their own creation & launch processes:

Monthly product releases

Blog Posts

These posts skip ahead to the Proofread & Distribution Prep stages of content creation and should be scheduled as close as possible to the 16th.

Monthly Newsletter

Using the release copy as a template, the Editorial team [Justin] will draft copy for the monthly email newsletter. This copy is passed to the Marketing Ops owner [TBD] to upload into Marketo for sending. A test email is sent to Justin & Ashley for final approval before the email is scheduled.

Integration releases

Integrations and plugins are not released in cadence with other product releases, but are often critically important to the adoption of Mattermost by users.

Spotlight/round-Up plugin blog post

In order to highlight releases, we’ll do an additional integration release announcement between product releases (the first of the month or closest business day). About two weeks ahead of launch date (or earlier), Aaron R. will flag plugins that will be highlighted in the next integrations launch.

These posts can be focused around a single “spotlight” feature or compile multiple new/existing plugins that fit a specific theme. Content will be repurposed for an email sendout to subscribers that will follow the same workflow as the Monthly Newsletter.

Ex.) Jitsi Launch: Compile the 3 posts about Jitsi (technical, thought leadership, feature spotlight) into a single roundup highlighting this new plugin.

Ex.) CI/CD Plugins: To highlight the new Nimbella plugin, surface several other popular CI/CD plugins and write about how they can be leveraged separately or together.

R&D demos

Weekly feature demos given during the weekly R&D meeting (Thursday) are edited and repurposed to be posted on YouTube and shared on our social media channels the following Tuesday. Each demo will yield several 2-3 minute demo clips.

Branding and workflow TBD.

Distribution checklist

Every new piece of content developed and launched by Mattermost will require some amount of distribution to ensure that it reaches its intended audience. While every content launch will require some degree of customization, most will adhere to the following process.

Social launch

  • Post link on social channels. Social content queueing is handling via Hootsuite. Social posts should include an image, link, and hashtags.

    • All content: Twitter

    • Recruiting and Buyer persona content: Twitter, LinkedIn

    • Company updates and big news: Twitter, LinkedIn, Facebook

Internal/collaborator notifications

  • Send thank you note to collaborators with link to Tweet to share

  • Share internally/with community with link to Tweet to share

  • For sales collateral:

    • Share additional collateral with sales/CSM/support teams

    • Case study/use case slides with quotes & talking points

Link sharing

  • Post link on Hacker News

  • Post link on subreddits. The following are subreddits that we have shared content on in the past. Please review subreddit-specific posting requirements BEFORE posting any content.

    • /r/Mattermost

    • /r/opensource

    • /r/golang

    • /r/reactjs

    • /r/kubernetes

Syndication

  • Repost to syndication channels

    • Dev.to

    • HackerNoon

    • DZone

    • Opensource.com

    • Github Readme Project

    • Glassdoor.com

Additional activities

  • Add to Mattermost nurture campaigns

  • Submit links to 3rd party mailing lists, such as Pointer.io

Distribution template

During the Review phase of content creation, a copy of the Distribution Template will be added to the Draft. The Editorial team will use this template to draft social copy and develop a distribution plan for that individual post.

Distribution Template [for Editorial Team use]

Social Posts

Draft copy for 3 social posts here, including hashtags

Artwork/Graphics

Link to social & post art or graphics here

Internal & collaborator messaging

Draft internal messaging here

3rd party forums & roundups

What link sharing sites/forums/email lists should this post be posted to?

3rd party syndication

What communities should this post be submitted to?

Other campaigns

Should this post be added to existing nurture campaigns?

Every month the product team drafts a for alternating product and quality releases. Blog post copy and any relevant screenshots, images, or videos should are shared with the Editorial team ahead of the 16th of every month.

For a copyable template and examples of this Distribution template, .

Editorial Calendar in Asana
release announcement
visit this Google Doc