Our mission
We're reinforcing our identity as a research-first, inbound engineering team. Our goal is to transform the valuable content and insights from our learning team into compelling stories that build our audience and attract top talent.
What we do
Communication isn't just about broadcasting, it's about building relationships and reputation:
- Content strategy - Planning and creating materials that showcase our expertise
- Audience development - Growing our community of developers, entrepreneurs, and tech leaders
- Brand storytelling - Sharing our journey, learnings, and technical achievements
- Talent attraction - Using our content as a funnel to attract exceptional people
- Thought leadership - Positioning our team as experts in our focus areas
2025 content strategy
Multi-format approach
We're expanding beyond traditional blog posts to reach broader audiences:
Short video content
- TikTok - Quick tech tips, behind-the-scenes content, and trending topics
- Facebook - Community engagement and longer-form educational content
- YouTube - Technical tutorials, project showcases, and team interviews
Localization efforts
- Vietnamese translations - Making our content accessible to the Vietnamese tech community
- Cultural adaptation - Tailoring content for different markets and audiences
- Local partnerships - Collaborating with Vietnamese tech influencers and communities
IP character development
- Consistent branding - Developing a recognizable character for our content
- Storytelling device - Using our character to make technical content more engaging
- Brand recognition - Building memorable visual identity across platforms
Content pillars
Our content strategy is built around four main themes:
Technical excellence
- Deep dives into complex engineering problems
- Code reviews and architecture discussions
- Performance optimization case studies
- Security best practices and implementations
Innovation and research
- Emerging technology assessments
- Experimental project results
- Industry trend analysis
- Future technology predictions
Team culture and growth
- Behind-the-scenes team stories
- Professional development journeys
- Remote work best practices
- Engineering career advice
Client success stories
- Project case studies (with client permission)
- Problem-solving approaches
- Technical challenges and solutions
- Impact measurement and results
Content production process
Content planning
- Research identification - Working with learning chair to identify promising topics
- Audience validation - Testing content ideas with our community
- Content calendar - Planning publication schedule across platforms
- Resource allocation - Assigning writers, designers, and video creators
Content creation
- Subject matter experts - Partnering with engineers who led the work
- Content development - Writing, designing, and producing materials
- Quality review - Ensuring technical accuracy and brand consistency
- Optimization - Adapting content for different platforms and audiences
Distribution and promotion
- Multi-channel publishing - Releasing content across relevant platforms
- Community engagement - Responding to comments and fostering discussions
- Amplification - Encouraging team members to share and discuss content
- Performance tracking - Measuring engagement and adjusting strategy
Audience development strategy
Target audiences
Primary: Senior engineers and tech leaders
- CTO-level decision makers at startups and scale-ups
- Senior engineers interested in cutting-edge technology
- Technical founders building innovative products
Secondary: Emerging talent
- Junior and mid-level engineers seeking growth opportunities
- Computer science students and recent graduates
- Career changers entering the tech industry
Tertiary: Industry ecosystem
- Investors and VCs interested in technical trends
- Fellow technology companies and potential partners
- Tech journalists and industry analysts
Community building tactics
- Technical webinars - Regular deep-dive sessions on trending topics
- AMA sessions - Ask-me-anything sessions with our technical leaders
- Guest content - Inviting industry experts to contribute insights
- Community challenges - Technical challenges and hackathons
- Newsletter - Weekly digest of our latest content and industry insights
Working with other chairs
Communication success requires input from across the organization:
- Learning chair - Source material from research and experiments
- Delivery chair - Technical achievements and case studies
- Partnership chair - Client success stories and market insights
- Engagement chair - Team stories and culture content
Success metrics for 2025
Audience growth
- Grow total social media following significantly
- Increase newsletter subscribers substantially
- Achieve high annual content views across platforms
Engagement quality
- Maintain strong engagement rate across platforms
- Generate quality inbound talent inquiries regularly
- Secure speaking opportunities at industry events
Business impact
- Content-driven leads should represent significant portion of partnership pipeline
- Talent applications from content should increase substantially
- Brand recognition metrics should improve significantly
Content governance
Quality standards
- All technical content reviewed by subject matter experts
- Brand consistency across all materials and platforms
- Factual accuracy and proper attribution of sources
- Professional tone while maintaining authenticity
Approval process
- Technical accuracy review by relevant engineers
- Brand alignment check by communication team
- Legal review for client-related content
- Final approval by communication chair
Related: 2025 Roadmap
