Content campaign — Katie Weddle Langer

Product launch content campaign

I led this multi-channel content campaign, which was divided into three phases:

Pre-launch: Content objective was to plant the seed that Sleuth is thinking about “improvements through automation” within the context of creating the best developer experience.
Launch: Content objective was to announce the product — Sleuth Automations — and how it benefits developers + their teams.
Post-launch: Content objective was to keep fueling the fire for developers to improve with Automations with full-funnel content. I left the company due to layoffs before getting to work on this phase.

I conducted keyword research to select content pillars related to the product, and then recorded conversations with the CEO to get his thoughts on types of automations software teams can use to improve. I hired a freelance writer to distill conversations into six articles, and then I edited, published to website, and wrote and published social content for each article.
I brainstormed topic ideas with the founders that aligned with the new product, created a publishing calendar for them, and shared their posts from the business profile.
Secured an industry expert to join the CTO as a webinar guest and discuss topics adjacent to the new product.

I enlisted the head of product to write the blog article that officially announced the launch of Sleuth Automations. I edited, published to the website, and wrote social content.
Coordinated run of show and talking points with the founders and promotional plan with marketing colleagues. Developed post-live distribution strategy.
Coordinated with internal teams to secure all assets needed to launch Automations on Product Hunt, including images, video, product descriptions, and internal engagement with the effort.
Worked with external agency to develop an animated video that served as a “commercial” to generate excitement about the product. Published to YouTube, website, social channels.
Drafted a product announcement post for the CEO to share on Hacker News, where software developers frequent visit.
Wrote content for the company newsletter with information about the product. Newsletter was distributed to customers and leads.