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CASE study

Atlassian

Learn how the Catchy content service offering helped inform, inspire, and engage Atlassian’s Marketplace Partners while growing their broader developer ecosystem.

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Content is the cornerstone of any developer marketing strategy - it helps developers discover, build, and advocate for products that make their lives easier. As Atlassian introduced its cloud-based development platform, Forge, their marketing team needed content to engage existing Marketplace Partners and bring new ones in. Catchy built a lean team to plan, produce, and manage developer-friendly marketing and technical content through an agency-driven engine.

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Meet the Client

Atlassian makes software development and collaboration tools that help developers collaborate, manage workflow, and do their jobs more efficiently. Their cloud-based development platform, Forge, launched in 2021 and required their marketing team to build a robust marketing engine and generate a greater range of content.

The Challenge

Developing quality content, particularly to build brand awareness for a platform ecosystem, requires a deep understanding of developer audiences. Atlassian needed a team capable of translating their product benefits into developer-friendly language using a strategic approach that would engage and inspire their audience to discover more.

 

They turned to Catchy for help building a content engine to cover product roadmaps, community engagement blogs, social posts, and in-depth technical guides. Their primary objective was to acquire new Marketplace Partners to build cloud-based applications on Forge.

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Our Approach

After creating a strategic content marketing plan, Catchy built a lean team to meet Atlassian’s objectives and support Forge’s early-stage growth. Our team implemented a program covering content creation, creative support, and always-on project management.

The program included:

  • Content planning across product marketing, technical support, and community engagement to support Atlassian’s developer community and social platforms

  • Developer-friendly tones and messaging, including content that was tastefully funny and appropriately incorporated memes

  • A balanced mix of content types and formats to meet the technical levels and backgrounds of different developer audiences

  • A flexible content editorial process, allowing our team to collaborate with technical experts and product marketing teams across the globe

  • An agency-driven content creation process that involved tight collaboration with multi-function teams at Atlassian

  • The production of high-quality content, including community blogs posts, social posts, technical tutorials, video assets, and long-form ebooks

The Deliverables

Deliverables from our content marketing program included the following:

Community Blog Posts

  • Developed copy and creative assets for Forge-related blog posts, covering introductory content, events, webinars, technical tutorials, and more

Promotional Content

  • Created developer-focused social posts covering product updates, community engagement, partner resources, and more

  • Built copy and creative assets for monthly newsletters - used to engage Atlassian’s Marketplace partners with relevant content

Educational Video Content

  • Developed template, style, and approach to the video series using motion graphics and animation to highlight the ease of use and benefits of Forge

  • Produced the “Forge in 5” product tutorial video series

Long-form Technical Content

  • Built copy and creative assets for the “Cover Your Legal Bases” eBook - allowing Marketplace Partners to get a basic understanding of applicable legal concepts

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The Results

Altogether, our content provided an engaging voice for Forge and a foundation for Atlassian’s marketing team to accomplish their broader developer marketing goals.

Our team did this by:

  • Covering complex topics using developer-friendly language

  • Driving engagement with clear and easy-to-read product roadmaps

  • Delivering new product updates and announcements to Atlassian’s developer audience with a creative approach

  • Providing a variety of content to support the Codegeist campaign, Atlassian’s highest driver of new Marketplace Partner acquisition

Be sure to check out some of the work we did with Atlassian:

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