Content

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The blog is for telling PostHog stories and sharing updates around our product. We feature a combination of PostHog company news, deep dives on specific product-related topics, PostHog app highlights and stories about company building and the team.

We currently aim to ship 2 pieces of content per week, one that is product-focused and one that is company-related. Mo writes the company-related content, while product-related content is written by a relevant team member (e.g. developer, product manager) and then edited by Mo.

We manage an upcoming monthly list of content on a rolling basis in this sheet. We use a list of the most common keywords driving people to PostHog as indicators of which content would be valuable.

If you have any good blog post ideas join our #ideas-for-blog-post Slack channel - the more opinionated the better!

Workflow

Our content production workflow is as follows:

  • Shoot a video (optional): This could be an interview, talk, panel discussion, or tutorial recording. We’ll eventually edit this down to about half or a third of its size.

    • Content interviews usually take 40-60 minutes, and we generate 20-30 questions for each interviewee. These questions range from their career history to their current role and product, plus a few personal questions to add flavor to the interview. Here’s an example of one we did with Eltje.
    • We also do intro interviews, which is where we get to know new hires. These can take anywhere from 15-30 minutes and have fewer questions than a content interview.
    • HogTalks are Zoom sessions where we invite an expert to speak on a specific topic. We package these videos for upload to our YouTube channel - no blog post required, just a transcript where appropriate. Here’s an example.
    • The engineering team sometimes creates tutorials that we use to explain certain PostHog features. These can be turned into blog posts in their own right. Here’s an example.
  • Get the transcript: We use Rev.com to pull the transcript from the video. Rev also lets you get a quick draft in just a few minutes, though we recommend waiting for the proper version, which can take anywhere from a few hours if ‘rushed’ - which costs extra - to a day or two.

  • Write the blog post: Using the transcript, we write up a concise blog post about the discussion or tutorial. This is where we add more context to the topic and include links to other content for further reading. The length of a blog post can vary wildly depending on how long the video is (which is a function of how thoughtful and in-depth the questions are), but a 60-minute interview usually yields a ~1,500-word blog post. This is also the part where we publish it to GitHub for feedback and request artwork from our design team.

  • Artwork: If the content requires a visual element, assign to the [Art project board] (at least 2 days in advance) to have a graphic produced. For example, if the content is a YouTube video, we'll make a thumbnail image. If it's a blog post, we'll create a post image that is featured at the top of the post.

  • Extract the audio from the edited video: This goes into the podcast.

  • Post to social media: After the blog post is complete, we pull snippets from it and schedule them for publishing across your platforms. Post a link to the article/video on our #editorial channel in the PostHog Users Slack group. This group should always the first to hear about new content.

Publishing

Our content calendar is our source of truth for blog content.

Submit a PR to posthog/posthog.com with the following content:

  • With a new Markdown file (md, mdx) in /contents/blog/
  • Any assets optimized and added to a new folder under contents/images/blog/
  • Each post should have a featuredImage. Request one by tagging the [Art project board] process. Please ensure you have a target publish date specified in the content calendar - at least 3 working days out, so we have time to produce artwork. (Lottie or Cory will create, optimize and add the image to your issue.) Once that's done, be sure to save the post image to the relevant directory.
  • You can also choose how the featuredImage will be displayed. If your featuredImage has text on it (or has a white background), add featuredImageType: standard to have the image sit above the title. If the featuredImage has no text on it, use featuredImageType: full to overlay the title and author name on the image.
  • The post added to relevant sidebar in src/sidebars/sidebars.json
  • Add the author of the post (like in this example). (If this is your first time posting to the blog, add yourself to Authors.md.)
  • Set the date of the blog post to the intended publishing date. (This gives Team Design a heads up on how much time we have to produce a post image.)

Create an annotation on app.posthog.com for the content to track the effect.

Share the live content with out PostHog Users Slack group first, in the #editorial channel.

Distribution

Arrange further promotion via the newsletter, social channels and 3rd party communities.

This section excludes Paid Ads, which are covered elsewhere in the Handbook.