Content marketing
50% DRAFT (revised by Ashley Dotterweich on Sept 1, 2020)
The goal of Mattermost’s content marketing strategy is to connect our audience’s priorities to our brand and the future of their industries through story. In H2 2020, we’re focused on building and executing a strong foundation of content marketing best practices and building out a pipeline of content initiatives around the key topics for a few target audiences.
What are our goals?
For H2 2020, our content marketing goals are as follows:
Publishing six customer stories (case studies, logos, blog interview, webinars) by end of H2 2020.
Individual content initiatives are 60% increasing our audience, 20% advancing prospects through pipeline, and 20% enabling sales and champions, and every content initiative has a clearly documented and executed distribution plan.
Our Editorial calendar is set at least two weeks out on a rolling basis.
Every member of the company understands how they can get involved in developing and promoting Mattermost content.
Key resources
Content V2MOM (or see chart below)
Content V2MOM
Content team
Ashley Dotterweich: Head of Content
Jason Blais: Lead Product Manager (Community)
Justin Reynolds: Copywriter
Content neetings and channels
Want to join these meetings/channels or learn more about them? Ping Ashley.
Content strategy meeting
Meets monthly on the first week of the month to discuss: Previous month’s content performance; How well we’re aligning to priorities/percentages outlined; Upcoming content for next 1-2 months.
Biweekly blog review
Meets every other week to discuss: Inbound content ideas and ongoing content projects for R&D team and community.
Mattermost content channels
#Content-Coordination: Channel for preparing individual content pieces and campaigns for launch.
#Content-Strategy: Channel for discussing high-level content strategy at Mattermost.
#Marketing: General marketing channel for all other marketing requests.
Audiences
Understanding who our audience is and what they care about provides the foundation upon which we’ll create all collateral, campaigns, and content initiatives. We kicked things off by building out a framework of audience definitions.
In H2, we’re focused on DevOps practitioners, Incident Response Managers, and Admins. We know that these technical stakeholders are often the entry point into new organizations, and play a significant role in evaluating and adopting new tools. Focusing on these audience segments will allow us to help develop a healthy demand gen pipeline.
Content themes
There are many, many topics we can create content for, but we are a small team with limited resources. As such, the majority of our content initiatives will focus on developing content around three categories as they relate to our audiences. See extended positioning statements.
Open Source (Admins, Buyers, DevOps Practitioners)
Position: Leveraging open source provides a competitive advantage for enterprises.
DevOps (DevOps Practitioners, Incident Response Managers, Admins in enterprise)
Position: Teams need collaboration infrastructure that connects the people and the tools they need to effectively practice DevOps.
Future of Remote Work (DevOps Practitioners, Non-technical users, Incident Response Managers, Admins, Buyers)
Position: As more teams go remote, they need software solutions that enable secure, private collaboration experiences.
These topics/themes will manifest differently at different stages in the buyer journey.
Content development and distribution priorities
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