Content Marketing

Documentation

Meltano Docs are a cross-functional responsibility. Efforts are shared jointly between the marketing and the engineering team.

How the responsibilities are broken out:

Engineering: “Code”

  • “Code-related” changes/anything that requires a ton of code to be written, will be prioritized through the normal Engineering/Product prioritization flow.
  • Coding a widget or changing layouts in a significant way
  • Owned aspects of docs: Resource docs creation, maintenance, and quality.

Marketing: “Content”

  • DRI of Docs
  • long-term content journey and UX strategy
  • Production of and docs content beyond Resources. Resources are the foundational core of what everything else stems from.

Product: “Prioritization Support”

Social

We use Sprout Social for most social posting and planning. Please try to do as many posts as possible from this tool for tracking and management purposes.

Social listening

coming soon

Social Channels

Channels
Meltano Twitter
Meltano LinkedIn
Meltano Facebook
Meltano Instagram
Meltano YouTube
Meltano TikTok

Channel Use

Twitter

  • What do we use it for?
    • New, engagement, announcements, releases/ key feature announcements, company announcements, info gathering (polls)

LinkedIn

  • What do we use it for?
    • Hiring, thought leadership, sharing media
  • relevant topics?
    • trends, best practices, events, jobs, key features, investments, partners, culture topics, remote work stuff
  • other considerations
  • What content performs well
    • photos and text, suggest using tags (to expand reach) and hashtags, around 3 is optimal (use keywords you want to be associated with)
    • Provide a call to action

Note: LinkedIn’s API requires apps and integrations to re-authorize every 60 days. Sprout Social will ask us to re-authorize the LinkedIn connection before it expires. Check the “Warnings” tab on the right side menu to re-authorize.

Facebook

  • What do we use it for?
    • Hiring, thought leadership, sharing media, events, news, community building
  • relevant topics?
    • best practices, events, jobs, how tos, investments, partners, culture topics, remote work stuff
  • other considerations
  • What content performs well
    • photos, vidoes and text
    • Provide a call to action

Instagram

  • coming soon

TikTok

Tips and Tricks:

  • Putting a title card on videos makes them easy for folks to find later on
  • TikTok has automated closed captioning but it regularly messes up. We should review CC before putting the video live (important for accessibility)
  • TikTok is notorious for shadow banning people for vague community guidelines violations, so let’s make sure content has minimal swearing and nothing TikTok could consider dangerous
  • You can stream to TikTok and Twitch at the same time with some work- this is an easy way to invite guests ans the community to collaborate. Live streams can also get temporarily blocked on TikTok for vague violations, so let’s make sure guests are aware of the rules too.

Slack

  • What do we use it for?
    • Community engagement, announcements, support, releases (consider info gathering)
  • target audience?
    • core community members, super fans, those getting started, trying to learn
  • Suggested posting cadence?
    • TBD- don’t change until we update metrics
  • relevant topics?
    • announcements, new releases, key features,
  • other considerations
    • Use it to cross-promote partners and top community members

YouTube

  • What do we use it for?
    • long-form content, training, informational/ deep learning
  • target audience?
    • Anyone looking to learn about how we work, function and the product
  • relevant topics?
    • thought leadership, product demos and deep dives, road map walkthroughs, office hours, demo days, pitch deck overviews
  • other considerations
    • need to be careful and curate and tag appropriately.

Stack Overflow

  • coming soon

Hacker news

  • What do we use it for?
    • deep community and subject matter engagement
    • Product discussions, thought leadership
  • target audience?
    • Developers, SREs/ops folks, and some data folks. Overall a pretty technical audience.
    • FOSS advocates
  • Suggested posting cadence?
    • Post our jobs on the monthly “Who’s hiring?” thread as needed.
    • Don’t submit our own content to HN. Let our own community members post to HN organically.
  • relevant topics?
    • We could participate in more data/dataops threads, but right now we only show up when someone is talking about us.
  • other considerations
    • The HN community values transparency so you should disclose that you’re an employee of Meltano when responding to Meltano-related threads.

Meltano Newsletter

Meltano uses Substack to collect newsletter subscribers and send emails to communicate with our community. Email is opt-in, meaning that by default users can download and install Meltano without providing us any contact information.

Meltano Blog

Want to hear everything we are talking and thinking about internally and in the open source data would. Follow along, it’s easy!

Naming a Blog Post

Start with the title of the post, be as descriptive as possible but succinct. Do not begin with the date. Only include a date if the content will not be evergreen and it is critical to note the date for the timeliness of the post. Adding a date to the title will instantly date the post and generally when people are looking for content they are not looking for when it was published more what they can learn in the post.

Blog Publishing Process

Start and issue in the marketing project for all new log posts. Please provide a link to the blog draft in the issue as well as desired go live date. We try not to post two blogs on one day unless they are strategically related.

Please draft all blogs in google docs. We will move the blog to WP once we are in the final stages of editing and we are just putting final touches on it.

All blogs much meet a certain min umber of requirements to be published on the company blog. The topic needs to be relevant to the company narrative and product messages. Additionally, it must be substantive enough for posting. This means it must be long enough, relevant and educational enough to help readers learn about Meltano or the data space. Please review the SEO post guides for more info.

Note: we aim to post blogs Tues- Thurs if possible and during peak US ET business hours.

Blog Promotion

The marketing team will schedule content to go out on our social channels to promote the blog post. It will be up to the blog author to promote the blog in the appropriate slack channel on the same day as the main promotion is occurring. Promotion is generally best received from the author vs marketing.

YouTube

Meltano posts numerous videos to YouTube each week, covering everything from product releases to engineering discussions. Meltano videos posted to YouTube should follow a standard template when naming a video and adding a video description. Common naming conventions make it simple to find the latest version of our weekly videos, and an expanded description with information about Meltano and how to contact the team make it easy for individuals who discover a video to get up to speed quickly.

Naming a YouTube Video

Videos uploaded to YouTube should have names that try and follow the same format wherever possible.

  • They always start with “Meltano”
  • They then describe the type of recording (Weekly Kickoff, Meeting, Speedrun, Release, Discussion, etc)
  • If there’s a specific version of Meltano being referenced, (in a speedrun or release), reference it with a lower-case v followed by the release number (v1.3.0)
  • Finish with the date in YYYY-MM-DD (2019-11-01)
  • Separate all names with dashes

Examples of great YouTube video names include:

  • Meltano Weekly Kickoff - 2019-10-31
  • Meltano Release - v1.3.0 - 2019-10-31
  • Meltano Meeting - Marketing Planning - 2019-10-31
  • Meltano Discussion - Singer Tap Brainstorming - 2019-10-31

Writing a YouTube Video Description

Video descriptions should have a short (can be one sentence or phrase) blurb at the beginning, followed by evergreen information about Meltano that can simply be copied and pasted.

Things to consider when writing a great, short, video description:

  • Descriptions are short and to the point, explaining what the video is covering and optionally the teams participating (engineering, marketing, leadership, security, etc)
  • Don’t worry about “how” something is being worked on, discussed, solved - that’s what the video is for! Description should cover “what, who, why”
  • Great descriptions highlight key words/phrases, especially when discussing specific integrations (“we’re discussing how to fix a bug with our Google Analytics data tap”) or an external component (“our data source for XYZ has a new feature”)
  • Timestamps can be linked to just by writing the timestamp: 1:33.

Examples of a great YouTube video description include:

Meltano v1.3.0 is publicly released, adding the ability to distill rocket fuel and manufacture widgets, with numerous bug fixes and improvements, including:

- bug fix #1
- improvement #1
- improvement #2
The Meltano Engineering team discusses the importance of tabs vs spaces in minified CSS comments when optimizing for compiled code readability.

This full example of a Meltano YouTube video description includes evergreen content that should always be included:

Meltano v1.3.0 is publicly released, adding the ability to distill rocket fuel and manufacture widgets, with numerous bug fixes and improvements, including:

- bug fix #1 (link)
- improvement #1 (link)
- improvement #2 (link)

## Podcasts
* use the podcast template in the internal marketing repo when a podcast opportunity arises. 

1:55​ Meltano team - who we are...
3:15​ Discussion of bug fix #1