How to Use GitHub for Marketing

As a marketer, I use GitHub on a daily basis.

It’s one of the best research tools and I’ve got all the juicy secrets you need to start using it yourself.

Here’s everything you need to know about leveraging GitHub for marketing purposes.

Understanding GitHub

GitHub is a platform primarily used for version control and collaboration on code projects. Developers use it to host, share, and collaborate on code repositories. But beyond its core functionality, GitHub offers several features that can be incredibly useful for marketers.

Key Marketing Activities on GitHub

1. Product, User, and Competitor Research

If your target market includes developers, GitHub can be a goldmine for product and user research. Here’s how you can use it effectively:

• Search Functionality: Use the general search function to find mentions of tools, products, and technologies. This can give you insights into what developers are talking about and what tools they are using.

• Repositories and Wikis: Developers often document their projects and usage of various tools in repositories and wikis. Reviewing these can provide you with detailed information about how your product or your competitor’s product is being used in real-world scenarios.

How to Do It:

1. Search for Keywords: Use relevant keywords related to your product or competitors in GitHub’s search bar.
2. Filter Results: Filter the results by repositories, issues, discussions, and wikis to find the most relevant mentions.
3. Analyze Mentions: Dive into the repositories and wikis to understand the context and usage of the products mentioned.

2. Acquiring Links

One of the lesser-known but highly valuable aspects of GitHub is the potential for link acquisition. Here’s how you can get links from GitHub:

• Curated Lists: Some GitHub users create lists of tools, articles, newsletters, etc. These lists can be a great way to get backlinks, though they are typically nofollow. Focus on popular lists with a high number of watchers and stars.

How to Do It:

1. Identify Popular Lists: Use search terms like “awesome list” followed by your industry or keyword. For example, “awesome list marketing tools.”
2. Check Popularity: Look for lists with a high number of stars and watchers to ensure they have good visibility.
3. Reach Out: Contact the list creators and suggest adding your tool or content, highlighting its value and relevance.

3. Starting and Participating in Discussions

GitHub has been enhancing its community features, making it a valuable platform for engagement. You can start discussions, join existing ones, and even create your own community within GitHub.

How to Do It:

1. Join Discussions: Participate in existing discussions related to your industry. Share insights, answer questions, and provide value.
2. Create Discussions: Start your own discussion threads on topics relevant to your product or industry. This can help you build a following and establish authority.
3. Build a Community: If you have the resources, consider creating and managing your own GitHub community. This can be a space for users to discuss your product, share tips, and provide feedback.

Getting Started on GitHub

For marketers new to GitHub, the platform can seem a bit daunting. However, you don’t need to be a coding expert to get started. Here are the basic steps:

1. Learn to Make a Commit and Pull Request

These are fundamental actions on GitHub that allow you to contribute to repositories.

• Commit: A commit is like saving a snapshot of your changes to a project.
• Pull Request: A pull request is a way to propose changes to a project. It’s essentially asking the project owner to review and potentially merge your changes.

How to Do It:

1. Create a GitHub Account: Sign up for a free GitHub account.
2. Fork a Repository: Find a repository you’re interested in and fork it (create a copy in your account).
3. Make Changes: Edit files directly on GitHub or clone the repository to your local machine and make changes there.
4. Commit Changes: Save your changes with a commit message describing what you’ve done.
5. Create a Pull Request: Propose your changes to the original repository by creating a pull request.

2. Explore GitHub’s Features

Spend some time exploring GitHub’s features to understand how they can be used for marketing purposes.

• Repositories: Browse repositories to see how others are using GitHub.
• Issues and Discussions: Engage with the community through issues and discussions.
• Wikis and Pages: Use wikis and GitHub Pages for content creation and sharing.

Don’t Wait!

GitHub is more than just a platform for developers. It’s a powerful tool for marketers to conduct product and competitor research, acquire links, and engage with their audience. By learning how to navigate and utilize GitHub, you can uncover valuable insights and opportunities that can enhance your marketing efforts. Don’t be intimidated by the technical aspects – with a bit of practice, you can leverage GitHub to its full potential and drive your marketing strategy forward.