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From YouTube: Content Marketing Strategy Deep Dive
Description
Bree Matturro, Manager, Content Marketing, walks through recent updates to the Content Marketing handbook, including a deep dive on our SEO-drive Content Strategy.
A
A
A
A
A
Our
team,
our
content,
is
created
to
be
a
trusted
source
for
somebody
like
sasha,
the
software
developer,
who's
looking
to
advance
their
career
by
learning
new
skills
or
about
a
new
tool.
The
content
marketer's
goal
is
to
steer
the
readers
through
the
buyer's
journey
capture
them
with
organic
traffic
through
awareness
level
content
and
then
engage
readers
by
providing
links
to
solutions
based
knowledge.
B
A
The
developer
persona
is
somebody
who
probably
has
I
think
within
the
even
within
our
dev
ops
survey
that
we
did
last
year.
There
are
a
lot
of
developers
who
are
within,
like
five
years
from
graduating
and
they're,
trying
to
learn
a
new
tool,
there's
specifically
working
on
something,
and
they
want
to
expand
their
career
path,
and
the
developer
in
this
particular
environment
is
somebody
that
we
can
speak
to,
because
we
know
a
lot
about
developer
career
paths
and
journeys
and
topics
like
ci
pipelines,
open
source
version
control.
B
Who's
like
trying
to
implement
something
and
they're
refreshing,
but
just
in
case
anybody
watching
this
is
wondering
like
why'd.
They
choose
the
developer
persona
and
not
the
cto
or
someone
like
that.
As
these
like
end-to-end
journeys
that
the
marketing
growth
teams
are
working
on
together,
come
together,
we're
seeing
more
and
more
or
understanding
more
and
more,
where
those
higher
level
personas
come
in
in
the
journey
and
probably
are
people
searching
for?
A
That's
true
of
a
majority
of
the
case
studies
that
I've
written
too
within
the
past
year.
I
think
I
would
say
close
to
90
percent
of
the
people
who
have
pushed
for
the
adoption
of
gitlab
have
been
individual
developers
who
had
come
from
a
company
that
was
already
using
gitlab
or
used
it
personally
and
started
using
it
within
the
company,
and
then
the
team
recognized
what
the
what
the
capabilities
were
and
it
slowly
began
to
grow,
and
then
it
became
a
top-down
decision,
so
it
kind
of
goes
along
with
that
too.
A
Shall
I
keep
going
okay,
so
our
content
creation
status
strategy,
we
use
content
pillars
and
topic
clusters
to
organize
and
plan
our
work
pillars
are
divide
defined
within
epics
on
a
quarterly
basis,
and
work
is
broken
out
into
milestone
and
issues.
The
content
team
aligns
to
themes
to
ensure
we're
executing
strategically
and
meeting
business
goals.
Pillars
allow
us
to
narrow
in
on
a
specific
topic
and
audience
while
topic
clusters
help
to
inform
us
of
what
search
terms
people
are
actually
looking
for
within
that
subject.
A
Each
content
marketer
focuses
on
a
specific
part
of
the
software
development
life
cycle
and
then
creates
content
clusters
to
support
the
topic.
So
what
is
a
topic?
Cluster?
Here's
a
visual
too,
but
I'll
just
go
quickly
through
the
definition
topic.
Clusters
are
pieces
of
content
that
share
a
common
subject
or
subtopic
and
are
used
to
enhance
organic
search
engine
results.
A
topic
cluster
begins
with
a
pillar
page
consisting
of
the
prominent
subject
matter.
The
content
team,
along
with
detailed
input
from
inbound
marketing,
works
to
design
insightful
topic
clusters.
A
A
A
A
The
other
thing
that's
interesting
and
helpful
with
using
nile
is
that
if
we've
come
up
with
an
article
name
specifically
with
primary
keywords
and
there's
no
search
volume
for
that,
he
can
turn
around
and
say
and
come
back
with.
Another
primary
keyword
on
the
second
tab
is
the
existing
content
that
we
have
for
version
control
right
now
and
also
for
collaboration.
A
A
It's
twofold:
it
could
be
totally
separate
pages
if
there
is
enough
search
for
that
specific
term,
but
as
of
right
now,
they're
acting
as
secondary
keywords
to
enhance
a
web
cluster.
So
like
what
is
git
this
would
we
would
go
through
these
terms
and
see
like
what
would
make
sense
to
explain
what
is
git
using
these
search
terms.
A
The
other
page
here
are:
these:
are
all
the
work
in
progress
web
articles
that
we
have
so
far
so
she's
written
three
with
the
goal
of
publishing
them
soon,
but
the
web
article
template
looks,
and
I'm
probably
going
to
get
locked
out
of
this
too.
But
this
is
basically
what
the
what
everybody
is
using
when
they're
creating
a
web
article,
so
you
can
basically
copy
and
paste
your
primary
target
keyword,
your
secondary
keyword,
your
semantic
keywords.
A
So
it's
helped
me
as
an
editor
to
read
through
her
page
title,
her
headers
the
whole
body
and
then
see
if
there
actually
are
secondary
keywords
used
in
there
and
semantic
keywords,
and
then,
if
there
aren't,
we
can
go
through
and
see
what
what
would
make
sense
like?
How
can
we
change
this?
A
little
bit
more
so
that
there
is
more
seo
infused
research
within
this
one
document.
A
Sorry
has
defined
who
her
persona
is
the
use
case,
the
theme
that
she's
running
with
over
q3
and
probably
q4
at
this
point
and
then
a
list
of
seo
research,
the
content
audits,
specifically,
that's
that
was
done
in
path
factory
and
over
our
site
and
then
the
content
plan,
which
includes
ebooks
web
articles,
three
blogs
and
updating
the
existing
topics.
Page.
B
And
I
mean
the
one
thing
I
guess
I'll
I'll
add
and
this
will
come
in
a
follow-up.
Video
is
just
the
path
factory
track
and
something
we're
working
on
right
now
in
preparation
for
q4
is
expanding
the
content
cluster
so
we're
working
on
like
what
does
the
awareness
journey?
Look
like
you
know.
Where
are
people
coming
from
to
these
pages?
A
Yeah,
I
think
that
just
needs
to
keep
going,
and
I
think
that
these
were
the
three
topics
that
we're
focusing
on
right
now
and
I
think,
moving
forward.
We
can
kind
of
expand
and
really
dive
deeper
into
other
topics
and
enhance
the
pages
that
exist
and
create
web
articles
for
them
so
that
we
can
capture
more
of
the
traffic.
That's
out
there
just
to
go
over
kind
of
the
rest
of
the
updates
on
this
page.
A
What's
in
a
content
set
a
content
set
is
the
collection
of
work.
That's
created
each
quarter.
It
covers
the
stages
of
the
buyer's
journey.
The
content
marketers
are
responsible
for
awareness
level
and
some
consideration
level
and
the
product
marketers
cover
the
purchase
and
some
consideration
content.
So
here's
just
a
little
example
of
what's
in
the
content
set
and
it's
broken
down
by
content,
type,
dri
and
stage
you're.
A
Reshare
now
do
you
see
this?
Yes,
okay?
So
this
is
the
content
set,
and
this
is
the
framework
for
the
content
set.
I
added
a
meet
the
content
marketing
team
just
because
that
wasn't
there
before
and
I
feel
like
it's
helpful
to
understand
who
is
working
on
what
focus
area.
So
if
you
have
a
question
specifically
about
version
control,
you
can
think
sorry
planning
timeline.
A
That's
been
here
for
a
while.
I
think
we
updated
a
little
bit
gated
asset
workflow.
I
think
that
will
be
updating
soon
and
then
content
types
blog
posts.
We
follow
the
same
rules
as
everybody
else.
We
pitch
the
blog
post
to
the
editorial
team
and
we
work
through
the
same
process
which
is
listed
here
generally.
I
think
each
of
the
content
marketers
has
published
at
least
one
to
two
a
month,
and
I
think
that
that
will
continue
moving
forward.
A
A
B
Ebooks
and
went
with
it,
whereas,
especially
with
the
push
to
ungate
more
content,
we're
getting
a
lot
more
intentional
about
what
we
would
put
into
an
ebook.
I
mean
you,
you
don't
have
to
get
an
ebook,
but
they're
still
large
assets
and
organizing
them
around
the
topics,
and
then
that
level
we
start
to
provide.
I
just
think
a
broader
like
or
more
depth
for
our
readers
like.
B
We
can
literally
take
you
from
start
to
finish
with
when,
if
you
start
with
a
beginner,
you
move
on
to
advanced
expert
or
whatever
it
is,
and
I
just
see
that
as
a
really
great
evolution
of
the
strategy
in
order
to
really
build
the
trust
piece.
That's
so
important
of
what
we're
doing
at
the
awareness
level.
A
Right,
I
also
think
that
it
will
help
with
organizing
our
buyer's
journey
and
knowing
because
I
think
that
you
can
see
an
ebook
and
be
like
great.
That
sounds
like
it's
an
advanced
book
when
really
it's
a
very
awareness
level
ebook
and
we
don't
want
to
misrepresent
what
we're
offering
our
readers,
especially
if
they've
gone
through
and
put
in
their
email
address
and
everything
that
goes
along
with
dating
a
piece
of
content.
So
I
think
that
this
helps
identify
and
makes
it
easier
easier
for
readers
just
moving
down.
A
The
infographics
are
illustrated
overviews
of
a
topic
or
process.
Here's
the
get
cheat
sheet
that's
listed
here.
I
think
the
sales
team
is
currently
using
this.
It's
a
lot
of
information
in
an
infographic,
and
I
think
that
there
are
a
lot
of
people
involved
in
creating
an
infographic
in
terms
of
the
information
and
how
it's
pulled
and
where
it's
coming
from,
because
it's
it's
super
informative
and
so
here's
an
example
of
a
get
cheat
sheet
further
down.
We
have
topics
pages
which
we've
talked
about,
but
they're
high-level
pillar
pages
dedicated
to
a
specific
topic.
A
I've
linked
to
a
couple
in
here.
They
should
explain
what
the
subject
is,
why
it's
important
and
the
basic
concepts
of
that
subject,
and
then
they
should
also
include
links
to
additional
related
resources,
like
blogs,
web
articles,
videos
case
studies
and
a
cta
to
a
gated
asset
web
articles
or
content.
Cluster
pages
are
educational
informational
content
designed
to
support
the
topics
pages
with
keywords
and
search
terms,
they're
similar
to
blogs,
but
they
differ
that
they're
not
dated
and
the
content
is
evergreen.
A
They
should
be
linked
to
one
or
more
topics
pages
and
should
serve
as
a
deep
dive
into
a
specific
sub-topic
they're
created
with
seo
research
and
campaign
goals
and
they're
completed
with
this
seo
web
article
template
that
I
linked
to
earlier
on.
But
it's
a
super
helpful
template
just
to
ensure
that,
like
everything
that
we
need
is
going
into
this
piece
of
content
and
then
finally
case
studies,
they're
in-depth
customer
stories
that
provide
insight
as
to
how
git
lab
has
resolved
significant
software.
A
Workflow
problems
for
a
company
case
studies
tell
the
story
using
quotes
from
customer
interviews
and
straightforward
metrics.
That
broadly
show
the
impact
of
adopting
gitlab
they're,
created
in
partnership
with
a
customer
reference
team,
and
they
have
a
process
in
place
for
how
they
add
new
references
and
provide
a
list
of
customer
value
drivers
on
their
site
on
their
handbook
page.
The
content
team
is
specifically
responsible
for
writing
the
asset
using
a
template
publishing
the
case
study
to
the
website,
adding
the
customer
logo
to
the
customer
logo
grid
page
and
then
ensuring
that
that
page.
A
B
That
covers
it.
I
don't
have
any
more
questions.
I
think
all
these,
the
updates
and
the
progress
that's
been
made
so
far
is
great.
We'll
definitely
do
a
follow-up,
video,
soon
kind
of
illustrating
the
whole
journey
and
a
little
preview
of
what
we're
thinking
in
q4
is
starting
to
bring
more
of
the
content.
B
The
overall
content
team
into
this
strategy,
so
like
working
with
erica
flowers
to
create
a
set
of
videos
for
the
use
case
from
like
working
with
technical
marketing
on
a
long
demo,
shorter
demos
things
we
can
use
on
social
etc.
So
I'm
really
excited
because
I
feel,
like
everything,
is
really
congealing
around
this
strategy
and
it
feels
like
the
right
thing
to
be
doing
so.