Promoting new offerings at Hashnode
During my short stint at Hashnode through 2023, the developer-focussed blogging platform released a new WYSIWYG content editor, a premium subscription plan that unlocks new features including AI writing assistance, and support for delivering blog posts as email newsletters.
Responsibilities
Leading a content marketing team of one, I executed native content campaigns to promote our content creation tools, as well as GTM strategies for our premium subscription and AI-powered features.
Those efforts included landing pages, announcement blog posts and newsletters, promo videos, social media posts across Twitter, LinkedIn, and Instagram, and engagement on our Discord server.
I also developed content for our community and customer support teams. These efforts were informed by my user research with veteran Hashnode users and beta testers.
Results
With Hashnode Pro — our premium subscription program — we reached over 270,000 people across platforms during our launch week, and saw trial sign-ups above 15%.
With Nepture — our WYSIWYG content editor — our campaign enabled swift adoption of the new tool across the majority of our user base of 40,000 active writers within 30 days. Neptune was also awarded Product Hunt’s Product of the Day.
Neptune (WYSIWYG content editor)
Hashnode Pro (premium subscription)
This content introduced a premium plan and its benefits to writers on Hashnode.
Hashnode AI
I crafted the messaging and a range of collaterals to introduce Hashnode’s AI-powered writing features to its user base of 2.5 million writers.
This effort included landing page copy, a video script, demo content, influencer outreach, social media and community content, blog posts, and an accompanying newsletter announcement.