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.
Case Study: Atlassian
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.
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
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:
- Campaign Kickoff: Kick Your Codegeist Project Into Gear
- Developer Stories: 4 Teams That Took Codegeist 2022 to the Next Level
- Webinar Recap: Forge Roadmap Webinar Recap
- Community Engagement: The Atlassian Developer Community Year in Review
- Technical Content: Cover Your Legal Bases eBook
Client Testimonial
“Catchy has been an invaluable extension of our content team, allowing us to move much faster and do more than we could alone. We particularly appreciate Catchy’s tight project management and attention to detail. This lets us focus more on product and ecosystem strategy, knowing Catchy is keeping our content channels running smoothly.”
Karen White, Senior Product Marketing Manager, Developer Platform
