Brian Sierakowski (Changebot 🚢🚢)

Most companies struggle to get a monthly update out the door.

GitHub, on the other hand, publishes (on average) 29 updates a month. 🤯

Check out this video where I investigate how they squeeze every improvement for marketing benefit.

Davinci. Archimedes. Newton. Beethoven.

So many genius thinkers that we'll never observe in real time.

But what if I told you that there's a modern day genius working in public that we can observe in real time?

That genius: GitHub.

Their art: the changelog.

The video: below.

Ever wonder how GitHub turns product updates into cash?

Their secret is moving readers down the funnel based on the audience and context of the update.

Don't overthink it! Usually the next best step for a potential customer is "start a trial" — when in doubt recommend that as their next step!

Linear has it right: WHY you've built something is as important as what you built.

Too many companies hide their changelog behind a login form.

You need to get credit for your hard work... potential customers are looking for confirmation that you're alive, shipping, and not an AI zombie 😅.

Remember when I spent a week reading all 192 changelog entries from Linear?

Yeah, me neither 😅.

I just rewatched and I think the lessons in there are even more true than when I recorded the video, check it out: https://youtu.be/Ppc5ZCvf71k?si=YsVb68gaBG0cHP9V

If we were building Changebot 5 years ago, writing the blog post "What's a changelog?" would have been a viable stra, but now people go to LLMs with questions like: "I have a 15-person engineering team using GitHub and Linear, shipping twice a week".

You gotta show up for that!

Product Marketing Is the Ascendant Discipline in 2026 Top-of-funnel SEO content is dying. LLMs are the new discovery channel. The companies that win are the ones writing about what their product actually does, not chasing keywords.

"You need content for every permutation of your product and everything you integrate with."

That's the new bar. No marketing team can hit it with headcount alone.

https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Product Marketing Is the Ascendant Discipline in 2026 Top-of-funnel SEO content is dying. LLMs are the new discovery channel. The companies that win are the ones writing about what their product actually does, not chasing keywords.

Product marketing was a supporting function for a decade.

Now that LLMs are the discovery channel, it's the whole game. Specific product content beats generic SEO content every time.

https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Me deciding on if it's marketing week or development week.

A bottle of A.1. steak sauce.

This is the only AI that I want to see on my feed.

We put the team on our back.

Who's excited for their "minor bug fixes and improvements"?!

One pushup every time I updated my customers on product improvements.

Me deciding on if it's marketing week or development week.

"win this game of Dota to dismiss the modal"