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Members

Goals

Newsletter 2.0

Owner: Ian Vanagas

Motivation: We're excited by the direction of the build mode newsletter rebrand but it's not fully done yet. We also want the newsletter experience to be much better on posthog.com. This will enable it to connect to ads, drive more organic discovery.

What we'll ship:

  • Finish build mode rebranding
  • Better graphics process/guidelines distinct to build mode
  • Start migrating newsletter to live on posthog.com

We'll know we're successful when:

  • We're known for build mode
  • We have a posthog.com newsletter experience we're happy with
  • Build mode brand starts expanding beyond the newsletter

Turn cool stuff people are doing at PostHog into content

Owner: Jina Yoon

Motivation: We have tons of great material from people at PostHog in the form of talks, brownbags, handbooks, demos, and more. Let's make a conscious effort to turn existing material into shareable content! Bonus: People are often more willing to post this type of content on their socials.

What we'll ship:

  • Blogs and/or newsletters that are co-authored by or ghost-written for PostHog employees based on something they already created
    • Examples: Mine's Antler VC talk, docs/wizard AI strategy, how we do support
  • A new handbook page for what this is and how we do it
    • Process should be light and probably just be about gathering transcripts/material, and then hopping on a quick call (journalistic approach).

We'll know we're successful when:

  • We collaborate and publish at least 3 blogs or newsletters about cool stuff people are doing at PostHog
  • More people internally want to work with us and we have a backlog of content ideas

Expand our AEO footprint

Owner: Natalia Amorim

Motivation: We've built a solid foundation - now it's time to go deeper on priority products and experiment with new content formats. The goal is to show up consistently when developers and founders are asking LLMs about the tools PostHog competes in.

What we'll ship:

  • At least one new scalable content format/series beyond alternatives/vs/listicles that works well for LLMs and can be replicated across products

  • Continued optimization and net-new AEO/SEO content targeting priority products (Error Tracking, Session Replay, LLM Observability, Logs)

  • Identify, vet, and onboard freelancers to support with output, with a clear brief/spec so they can hit the ground running

We'll know we're successful when:

  • We've meaningfully grown the number of articles covering priority products

  • Priority products are mentioned more often in "Which LLM prompts led people to PostHog?"" and rank higher in Gauge.

  • Freelance content meets our technical and editorial bar without heavy rewriting, and output increases without a proportional increase in Nat's time

Social media support for product launches

Owner: Liam Graham

Motivation: Our PMMs are doing great work already, and having social media-specific support will be a boon for all of our products. Also, now that I'm here, we can take some more risks with our content and try new things.

What we'll ship:

  • Support major product launches with structured social campaigns
  • Create a framework for launch support going forward
  • Marketing team brown bag demo on social best practices

We'll know we're successful when:

  • Stonks = up, looking at engagement and impressions on social
  • Folks from all teams know how they can contribute and post well

Business as usual

Side quests

Handbook

Slack channel

#team-editorial

Budget

Budget is here (internally viewable only)

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