Release management with Jira and Confluence

A Blueprint for Unleashing
Product Marketing Success
Leveraging
Release Notes for
Product Marketing
Success

Table of Content
Introduction to Release Notes
Understanding Release Notes
Knowing Your Target Audience
The Role of Release Notes in Product
Marketing
Customer Engagement and Marketing Assets
Strategies to Engage Customers through
Release Notes
Release Notes and Email Marketing
Campaigns
Customer Feedback and Interaction
Where do Release Notes Sit in Product Marketing
Branding and Storytelling
SEO and Web Visibility
Leveraging Release Notes for Upselling and
Cross-Selling
05
04
16
17
18
19
10
11
12
14
06
06
06
Chapter
Chapter
Letter from CEO
Chapter
Crafting and Distributing Release Notes - Best Practices
Well-Written Release Notes
Leveraging Visuals and Multimedia
Regular Release Schedule and Communication Plan
Leveraging Different Channels for Distribution
Measuring Impact on User Engagement
Best Practices from Across Industries
21
22
23
23
23
23
23
Chapter
04
01
03
02
02
Automated
Release Notes

Automated
Release Notes
The Role of Product Marketers:
Beyond the Surface
The Future: Embracing Change and
innovation
Automated Release Notes: Easiest Way to
Generate and Distribute
10 Pitfalls of Manual Release Notes for Product
Marketers
What is Release Notes Automation?
Aspects of Release Notes Creation and Distribution
That Can Be Automated
Choosing the Right Release Notes Automation Tool
Advanced Techniques for Release Notes
Automation Personalizing Release Notes
Based on User Preferences and Behavior
Leveraging AI and Machine Learning for
Enhanced Release Communication
Creating Release Notes in Multiple Languages
for Global Audiences
Integrating Customer Analytics and Data
Insights into Automated Release Notes
32
33
34
35
35
35
37
Automated Release Notes for Jira - By
Amoeboids Technologies
Key Features
Read the Customer’s Mind
Why Choose Automated Release Notes for
Jira?
What Our Users Say
40
41
41
41
42
25
25
26
26
29
Chapter
06
Chapter
07
Chapter
05
Product Release Note Template for
Product Marketers
38
Chapter
08
03

But what happens once the product is released? How do we
communicate the continuous evolution, the enhancements,
and the journey of a product post-launch?
The answer lies in a seemingly simple yet profoundly
impactful document: Release Notes.
Welcome to "Leveraging Release Notes for Product
Marketing Success: A Blueprint for Product Marketers," a
guide, and a strategic toolset designed to unveil the
untapped potential of Release Notes for product marketers.
Release notes, often viewed merely as a log of changes or
updates, hold within them a treasure trove of opportunities
for product marketing when leveraged astutely. They are not
just a communication tool but a subtle, yet powerful,
In the dynamic world of product marketing, every
detail, every communication, and every update
counts. The journey from the conception of a
product to its release is a meticulous one, laden
with strategic planning, development, and a
myriad of changes.
marketing asset that can significantly influence user
engagement, customer retention, and product adoption
when crafted and utilized strategically.
In the ensuing chapters, we will embark on a journey that
explores the depth and breadth of possibilities that
well-structured release notes can unfold. we explore the
multifaceted role of Release Notes in customer engagement
and marketing strategies, and how they can be leveraged to
not only announce updates but to also uphold and elevate
the product’s position in the market.
From strategies to engage customers, to automating
Release Notes, to creating a two-way communication street
through feedback and interactions - this eBook is a
confluence of practical insights, expert advice, and
real-world examples that aim to equip product marketers
with a structured blueprint.
Whether you are a seasoned product marketer, a product
manager looking to enhance user communication, or a
documentation specialist aiming to create impactful release
notes, this eBook holds valuable insights toward your
product marketing strategies and goals.
Letter from CEO
Anand Inamdar
CEO & Co-Founder, Amoeboids
Automated
Release Notes

Chapter
01
Introduction to
Release Notes

01 Chapter Introduction to Release Notes
Release Notes are documents that track and describe a
product’s transformation story from start to finish. These
documents make it possible for users to keep up with the
breakneck speed at which technology evolves. They bridge
the gap between the development process and the end
users. Essentially, Release Notes can be compared to tour
guides that give insights into the journey of growth and
development, marking every milestone, change, and
achievement.
But how important are Release Notes and who even reads
them, you may want to know. There is a niche audience that
reads Release Notes - your customers. Every user who wants
to know what’s new about your product has possibly read
the Release Notes that go along with your product updates
and releases.
Grabbing the attention of your users through your Release
Notes is possible only when you figure out exactly what they
are looking for. Product updates, codes, features, bug fixes,
and the product design itself cater to particular audiences. It
is only natural that the Release Notes for each product and
product release should also cater to the right audience.
Understanding your end users and their preferences makes
sure that you create the perfect channel of communication
with your audience.
At the core, Release Notes are powerful marketing tools.
They are more than mere technical or help documents:
they’re strategic assets that can make or break the success
of your product. Here’s a glimpse at how they play into
product marketing plans:
Blood, sweat, tears, and time are four of the five ingredients that go into a successful
product release. If you’re wondering what the fifth ingredient is, it’s the Release Notes.
These dark horses quietly hold the potential to ensure seamless customer journeys and
impact the whole trajectory of a product. So if you’re asking yourself whether they deserve
planning and effort, they do! Read on to find out what Release Notes are and how they
should fit into your overall product marketing plan.
Understanding Release Notes
The Role of Release Notes in
Product Marketing
Knowing Your Target Audience
A Gartner survey states that only 14% of organizations
have a 360-degree view of their customers.
If you don’t know who your audience is, how can you
speak to them? The first step is to identify who you are
targeting, invest in tools that give you a full understanding
of these customers, and then speak to them.
06
In the transparency of Release Notes
lies the integrity of a brand - a candid,
unfiltered dialogue about the product’s
journey, acknowledging both its
advancements and its hurdles.
Automated
Release Notes

Who doesn’t appreciate
transparency? Open and honest
communication is the root of true
transparency. Release Notes let you
talk clearly to your end users by
outlining the changes, enhancements,
and even any possible setbacks in the
product. This highlights your integrity
and boosts the trust factor of your
product.
Authentic
communication
Release Notes point out any new
features that you introduce in your
product. They also act like teasers that
build excitement in your users and
offer glimpses of the new and
interesting possibilities your product
offers. Every additional capability or
feature your product offers goes on to
become a selling point for potential
and existing customers alike.
Announcing new
features
01
04 05 06
03
The success of your product updates
depends on how many users adopt
the changes. Release Notes offer a
platform to engage your users and
guide them through all the changes.
These documents smooth the
transition and let your users feel
supported on their journey.
Adopting and
engaging
customers
The most trustworthy products for
any customer are the ones that own
up to issues, accept feedback, and fix
them. Let your users know that you
care about their experience and their
satisfaction with your product every
time you incorporate bug fixes and
update your product.
Responsiveness
through bug fixes
Release Notes become a perfect
source of support and training material
for your teams. When you’ve
documented everything about the app,
the updates, and the changes, different
teams can get a comprehensive view
of the product and all the information it
entails. Using this material as a guide,
your teams can go on to assist users
better, offer effective solutions, and
provide appropriate customer support.
Support and
training
Every Release Note shows one update
or bug fix for your product. When put
together, all the Release Notes
become a map of the entire journey
of your product, showing off the
growth and progress. They put the
spotlight on your commitment to
refining and enhancing the user
experience, proving your product’s
ability to evolve constantly and meet
the user’s needs at every step.
Product
progression
02
07
Automated
Release Notes

Nothing catches attention quite like
the next fad. Highlighting different
features and improvements through
your Release Notes ensures that your
product’s uniqueness shines through.
Reel in new customers and existing
customers alike by displaying your
product’s potential in the best way
possible.
Competitive
differentiation
07
08
The success of your product updates
depends on how many users actually
adopt the changes. Release Notes
offer a platform to engage your users
and guide them through all the
changes. These documents keep the
transition smooth and let your users
feel supported on their journey.
Customer
retention
Release Notes are the glue that binds together
product development, marketing, and customer
engagement. They go beyond being technical or
help documents and offer the product story,
communicate with end users, and bridge gaps
between developers and end users. But let’s face it
- do all your customers really read all your Release
Notes from start to end?
How do you keep them engaged through all of it?
Read on to ﬁnd out what you can do to create more interesting and engaging
Release Notes that don’t bore your customers.
08
Automated
Release Notes

What kind of
contribution
does marketing
have in the
release notes
creation and
distribution?
At K15t, we believe that the best
communication is prepped long
before a release. Release notes are
the perfect base for our marketing
team to create and collaborate on
new campaigns for our products,
especially when we have time to ask
questions, clarify, and spotlight all
the exciting new things we’re
bringing to our users. Even before
release notes are published, our
product marketers take a look at
them and use that information as a
basis for a campaign.
Shannon Meehan
Product Marketing Manager
K15t
For big releases, the product teams
will even bring marketing in while
writing the release notes. It’s our job
here to make the communication
more compelling and exciting for
when users eventually check them
out. This includes reviewing the
language and suggesting visual
changes to make the experience
more engaging than, say a laundry
list of features or improvements. In
most cases, the release notes are the
ﬁrst place users go to learn about
what’s new in our products! So we
have to make them shine.

Chapter
02
Customer
Engagement and
Marketing Assets

Fusing customer engagement and marketing assets is truly an art. And what better
canvas to paint this picture than Release Notes? Sure, traditionally Release Notes have
been seen as the less colorful side of technical documentation that gets ﬁled away in the
farthest corners of your customers’ archives. But realistically, they are much more than
that. Here’s how you can make sure your Release Notes don’t stay invisible.
Strategies to Engage Customers
through Release Notes
Strategizing and planning how to distribute your release notes
could take you a long way in customer engagement. Look at
them as the perfect way to provide insights into your product
while harboring a sense of community. The following
screenshot shows a release note that does not stop at
providing precise and clear articulation of changes but also
makes it easier for its readers to communicate back with the
development team or participate in the community forums
and so on.
Image 1.1 - Screenshot of a sample release note.
Product marketers don't just sell
products; they sell experiences,
solutions, and visions. Every
campaign is a story waiting to be
told.
02 Chapter Customer Engagement and Marketing Assets
11
Automated
Release Notes

Release Notes and Email
Marketing Campaigns
If Release Notes are the trump card of the technical
documentation world, email marketing is the same for the
marketing world. There’s nothing a great email campaign
can’t achieve for you. It remains a potent channel for
customer engagement.
By incorporating release notes into your email campaigns,
you can take your updates right into your customers'
inboxes.
When you use visual aids like screenshots, GIFs, or short
videos, they help you better illustrate the product updates
and changes visually. Make your release notes grab the
user’s attention quickly while driving the point home through
engaging visual assets.
Putting the old and new product information side by side
gives a comprehensive view of how far your product has
come. This also gives the users a glimpse at how you’ve
taken any feedback/bugs and worked towards making the
product even more efficient than before.
Giving your customers a glimpse of what else they can
expect from your product goes a long way in making sure
they return. Build anticipation and let your customers stay
with you throughout the journey of your product’s lifecycle.
Pointing out the new features and updates that make a
difference to the user’s experience or solve known issues will
capture their attention quickly. When you let your users know
what’s been changed immediately upon reading the Release
Notes, it shows that you really have their needs in mind.
2
Highlight key
beneﬁts
Modern marketing thrives in its versatility. Release Notes can
transcend their initial purpose and ﬁnd new life on various
platforms from blogs and emails to social media. Start by
crafting compelling blog posts that explain the whys and
hows of each update, thereby creating a treasure trove of
information for social media content. Each of the social
media updates can be bite-sized pieces from the main blog
giving you ample conversation material that connects with
your users across platforms. Drive curiosity and relatability
by using crisp content that truly piques your customers’
interests. Diversify, diversify, diversify!
6
Tailor Release Notes for
different platforms
3
Incorporate
visual assets
4
Compare the Before
and the after
5
Teasers of future
enhancements
Some of the strategies you can use to make your Release
Notes more appealing to your audience are listed below.
Following a storytelling
approach
When you write your Release Notes, make sure to follow an
interesting approach to them - like it’s your product’s
biography. If the content is engaging, compelling, and
written in user-centric language, you can rest assured that
you’ll have their attention from start to end.
1
12
Automated
Release Notes

13
Not everyone in your subscriber list
might be interested in the nitty-gritty
of your release notes. Segment your
audience based on their interaction
with previous release notes, product
usage, and proﬁle data. This ensures
that your email reaches the right
people.
Instead of delving deep into technical
details in the email, highlight the most
crucial updates. Link to a more detailed
page for those who want an in-depth
look.
The subject line determines if the
recipient will open the email or not.
Ensure it is clear, concise, and hints at
the value or improvements that the
release brings.
More people are reading emails on
mobile devices than ever before.
Using a responsive template ensures
that your release notes are readable
across all devices.
Screenshots, GIFs, or even short
videos can make understanding new
features or changes much easier.
They break the monotony of text
and can provide a quick overview of
what’s new.
What do you want the readers to do
after reading the release notes?
Whether it’s updating their app,
providing feedback, or checking out
a new feature, ensure there’s a clear
and compelling CTA.
The goal of an email marketing campaign for release notes is to inform and engage
users about the latest updates to your product. By making your email clear, relevant,
and interactive, you increase the likelihood of achieving this goal.
Tips for streamlined email marketing of Release Notes:
Segment your
audience
1
4
7
5 6
2 3
Highlight key
features or ﬁxes
Create a
compelling
subject line
Include
visuals
Add a clear
call to
action (CTA)
Use a mobile
friendly design
Incorporate a way for users to give
feedback directly from the email.
Whether it’s a simple thumbs
up/down or a link to a feedback
form, understanding what your users
think can help improve future release
notes and the features they describe.
Feedback
loop
Automated
Release Notes

Customer Feedback
and Interaction
Release Notes can be the perfect two-way street for
conversations with your customers. You can get your users to
share feedback, thoughts, and suggestions in response to
every update. This builds a real sense of community by
showing that you care about your customers’ opinions and
input.
Whether you’re using an email address or a feedback forum
to hear your customers’ thoughts, the idea is to know exactly
what they want from your product. Asking straightforward
questions and directing your customers toward sharing their
feedback will make it easy to know what they expect from
your product.
Customers sharing their feedback only works if you respond
to them promptly and incorporate the feedback accordingly.
You could even put the spotlight on what you’ve changed in
your product based on feedback as a separate section in
your Release Notes. This goes even further in letting your
customers know that you’ve heard what they had to say.
Now that you’re clear about what Release Notes mean, what
their purpose is, and how to engage your customers with
them, you may now wonder where these Release Notes
actually sit. In the next chapter, you can ﬁnd out where they
go, where they can be used, and what their purpose is in
your product marketing plan.
14
Automated
Release Notes

What key
elements make
release notes
engaging and
customer-
centric?
Engaging and
customer-centric release notes
play a crucial role in keeping
users informed and excited
about product updates.
Everything starts with the clear
responsibilities and proactive
collaboration between the
development and marketing
team when preparing the
release notes. What makes
release notes truly engaging
Anna Odrynska
CSO, AlphaServe
for the end customer is the
following: clear language
explaining the key changes,
major updates or new
features; highlighted user
beneﬁts on how their life will
be better with the new release.
Supporting the release notes
with visuals or even interactive
elements is also a great
practice.

Chapter
03
Where do Release
Notes Sit in
Product Marketing

Release Notes are like petroleum jelly - they are versatile and smooth things over when it
comes to questions and doubts your users might have. Of course, their main job continues
to be highlighting new features and updates in any product. The following sections give you
an idea of how Release Notes can ﬁt into branding, SEO, and in situations where you can
upsell or cross-sell related products.
Branding and Storytelling
Reinforce Brand Identity
When someone says “branding”, the ﬁrst (and most probably
only) things that come to anyone’s mind are logos, color
schemes, and fonts. But branding is more than just how the
product and brand look: it’s about creating a lasting
impression. A brand’s identity needs to permeate every
aspect of your product - right down to your Release Notes.
Choosing the right language, tone, and messaging and
ensuring that they align with your brand’s core values and
persona is imperative. It creates a seamless and consistent
feel across all your brand assets and establishes a strong
emotional connection with your customers.
Tell the Story of Your Product's Evolution
Incorporating Customer Success
Stories into Release Notes
Right from the idea phase to the current stage, your product
is in, the Release Notes that go along with every update
highlight this growth. By noting down all the challenges you
have overcome and the milestones you’ve achieved, you will
be creating the perfect biography of your product through
every Release Note. Through these stories, you can drive a
sense of loyalty and appreciation in your users for being a
part of this journey.
An online survey conducted by Gartner shows that 84% of
the 283 customer service and service support leaders they
reached out to claimed that customer data and analytics are
extremely important for them to achieve their organizational
goals in 2023.
The whole reason for your product’s existence is your
customer base. Hearing what your customers have to say
(both negative and positive) can move your brand and
product to new levels of success.
Image 1.2 - Screenshot of a sample release note
17
03 Chapter Where do Release Notes Sit in Product Marketing
Automated
Release Notes

Release Notes offer the perfect platform for you to showcase
your customers’ testimonials, further cementing their trust
and loyalty to you. By showing how real users have beneﬁted
from your product, and how you have incorporated the
changes they asked for, you will be letting both new and
existing users know that you really care. By doing this, you
add authenticity to your Release Notes and show off the
value that your product brings.
One of the strongest and most basic ways to bring more
visibility to your website, brand, and product is to keep your
Search Engine Optimization (SEO) practices in place. By
authoring your Release Notes with some of the trending
keywords from your industry you can increase the likelihood
of attracting relevant organic traffic to your website. Overall,
this practice will make your website and product search
engine friendly and increase your discoverability.
Utilizing Release Notes to Drive
Traffic to Your Website
Release Notes offer a direct point of entry into your website,
making sure users go deep into your product ecosystem.
When you include links within your Release Notes, they direct
users to the relevant landing pages, tutorials, or even your
main homepage. Doing this ensures that users explore every
page on your website and increases your chances of
conversion by offering additional resources to your users.
SEO and Web Visibility
Optimizing Release Notes for
Search Engines and Discoverability
Keywords and proper metadata ensure that your Release
Notes bring your website up on the top search results. But
before you include keywords in any documentation or
website, it is important to ensure you have the right research
and keyword list to strategically place them in your content
without keyword stuffing. Metadata like titles, descriptions,
and tags in your Release notes also enhance your SEO by
providing search engines with valuable information about
the contents of your Release Notes. This also aids in
enhanced visibility and discoverability of your product,
brand, and website.
Integrating Keywords and
Metadata for Better SEO Results
18
Automated
Release Notes

19
Leveraging Release Notes for
Upselling and Cross-Selling
Capitalizing on New Features in
Release Notes for Upselling
Opportunities
Every update and new feature in your product is an upsell
opportunity. Write your Release Notes in a way that
emphasizes the value and beneﬁts of these features.
Through this, you can showcase how they enhance the
overall user experience. You can also use this opportunity to
entice your audience to try out premium tiers or additional
packages. This makes your Release Notes the perfect way to
encourage the users to consider upgrading for all the
exciting new enhancements.
Some updates to your products may not be relevant to all
your audiences. So, your messaging needs to be crafted
accordingly. Create segments of your audiences to offer
personalized content in your Release Notes. When you
address your users with unique messaging that works only
for them, it enables cross-selling various products and
features.
To get the most out of your Release Notes, plan out what
you want to say in them, which audience they’re intended
for, and where they will be published. In the next chapter,
you can ﬁnd out what are some of the best practices you
can follow for creating and distributing your Release Notes
across platforms.
Have a suite of related products or product add-ons?
Release Notes are the best way to get your users to
consider them. You can also offer complementary services
and make your audience more loyal to your brand. Release
Notes offer endless marketing and promotion
opportunities like this.
Promoting Related Products or
Add-ons Through Release Notes
Targeted Messaging for Cross-Selling
Using Release Notes
Automated
Release Notes

Could you share
a speciﬁc
instance where
effective
communication
through release
notes inﬂuenced
user satisfaction
or retention?
A visual truly is worth a
thousand words. When we
released Golive 9.13 (Release
Note |
https://golive.apwide.com/d
oc/latest/cloud/v-9-11-13-x),
the introduction of the Spider
Map visual was a testament to
this. Instead of lengthy
explanations, the visual spoke
for itself, immediately
capturing the essence of the
David Berclaz
Co-Founder, Apwide
new tiers and dependencies
feature.
We soon received inquiries
from customers seeking
assistance, providing us with
direct feedback and
engagement. This not only
showcased the power of
intuitive visuals but also
strengthened our connection
with our user base.

Chapter
04
Crafting and
Distributing Release
Notes - Best Practices

Effectively conveying the essence of your product’s changes requires your Release
Notes to follow a clear, concise, and engaging writing style. Your audiences should
immediately understand the significance of the updates and changes without wasting
time on verbose content and unnecessary jargon. Short and sweet, as the saying goes,
is the best way.
Well-Written Release Notes
Would you read a book or article that began with the conclusion, used 50 words to say something that
needs only five, and deviated from the topic? If you wouldn’t read confused content, your users shouldn’t
be subject to it either.
A descriptive title that captures the
essence of the update is easily the
best way to get your audience’s
attention. Adding the version number
makes it even clearer for your users
to quickly glance through and find
what they’re looking for.
Title and
Version
Capture the most notable features
or changes in bullet points. This lets
your user scan the whole document
quickly.
Feature
Highlights
Follow a narrative that makes sense to
your users. Explaining updates with
tech-heavy jargon for audiences that
don’t understand tech will not help you
in any way. You can truly connect with
your users when you honestly explain
the challenges you faced during
development, the inspiration behind
features, or the success stories that led
to these improvements.
Storytelling
Techniques
Using visual cues like screenshots,
diagrams, or short videos helps
your users understand the changes
quickly and easily.
Visuals and
Multimedia
Just like a conversation with a new
person begins with an introduction,
your Release Note needs one. Give
the reader a quick overview of the
significance of the updates and
focus on all the key themes that the
update addresses.
Introduction
Structure of any good
Release Note
Call out the value of each update
clearly. By emphasizing how the
update solves issues, improves
performance, and enhances overall
user experience, you can also reel in
the users and ensure long-term loyalty.
Value and
Benefits
22
04 Chapter Crafting and Distributing Release Notes - Best Practices
Automated
Release Notes

Who remembers the first word they read? Not many. But
most people remember the first movie they watched at a
cinema theater. Similarly, you can be assured that your users
will remember and understand your updates better when
there are screenshots, videos, GIFs, or illustrations. It also
helps retain attention for longer, meaning nobody’s leaving
your Release Notes without reading them end to end. Using
visuals, you can also display an example of how your change
will look in a real-life scenario.
Regularity breeds familiarity, which in turn leads to loyalty.
Keep your users coming back for more by regularly releasing
updates and communicating them effectively. By doing this,
you ensure that your users don’t get overwhelmed or
confused by sporadic updates. Creating a communication
plan for each product update lets you determine the key
messaging that you want to follow and the channels to use
to reach your audience.
Measuring Impact on User
Engagement
Best Practices from Across
Industries
Your work doesn’t end with just putting your Release Notes
out there and forgetting about them. It is equally important
to know if your Release Notes reached your audience if they
interacted with them and shared them, and if there are any
changes in the user behavior after the updates. Measuring
the impact of your Release Notes can also help you use the
insights you glean to refine your communication strategy
and level up your overall content.
From tech giants to gaming companies, everyone has an
effective strategy in place for their products, product
updates, and related Release Notes. Following the big names
related to your industry can give you valuable insights into
making effective Release Notes. Building anticipation, and
ensuring the narratives are engaging, all of this takes your
Release Notes, your product updates, and even your brand
ahead of the competition.
Leveraging Visuals and Multimedia
Regular Release Schedule and
Communication Plan
What is the one thing that makes your Release Notes
effective? If your answer is being read by your users, you’re
right. That’s the only true way to measure the success of your
Release Notes. Increase the visibility of your Release Notes
by using different distribution channels like emails, blogs,
in-app content, push notifications, and social media
platforms. Authoring platform-specific content while sticking
to your brand tone also helps maintain a consistent core
message across.
Leveraging Different Channels
for Distribution
23
04 Chapter Crafting and Distributing Release Notes - Best Practices
Automated
Release Notes

Chapter
05
Automated Release
Notes: Easiest Way
to Generate and
Distribute

For product marketers, ensuring that all stakeholders are up to date with the latest product
enhancements is crucial to a successful marketing campaign. However, the conventional approach to
creating and distributing release notes is time-consuming, labor-intensive, and prone to errors.
The strain of manually creating and distributing release notes weighs heavy. Its pitfalls – painful. One
small oversight, and boom! misinformed users and a tarnished product reputation.
10 Pitfalls of Manual Release Notes for Product Marketers
Inconsistency in Messaging
Without a standardized process, different team
members might produce release notes that vary in
tone, style, and content. Playing Russian roulette
with your brand’s voice will confuse your audience.
Time-Intensive
Crafting release notes manually can be
time-consuming. Product marketers could spend
hours or even days gathering information, verifying
details, and formatting the document, diverting time
from other crucial marketing activities.
Risk of Errors:
Manual processes are prone to human errors. A
missed feature, an overlooked bug fix, or even
simple typos can misinform users and potentially
harm the product's reputation.
Delayed Communication
In the fast-paced world of software updates, delays
in communicating changes can frustrate users.
Manual processes, being slower, can lead to a lag in
getting vital information to the users.
Lack of Scalability
For products that have frequent updates or multiple
versions, manually creating release notes for each
can become unmanageable quickly.
Difficulty in Customization
Tailoring release notes for different audiences (e.g.,
end-users, stakeholders, internal teams) can be
challenging when done manually, leading to generic
notes that might not address specific needs.
Challenges in Distribution
Manually distributing release notes, especially
across various channels (email, website, in-app
notifications), can be cumbersome and might result
in some users being left out.
Limited Engagement Metrics
Without automation, it's challenging to track how
users engage with release notes, making it hard for
marketers to measure their effectiveness and refine
their approach.
Reduced Agility
In cases where immediate changes or corrections
are needed, manual processes can be slower to
respond, leading to prolonged periods of
misinformation.
Collaboration Hurdles
Manually coordinating between multiple teams
(development, QA, marketing) to finalize release
notes can lead to communication breakdowns and
missed details.
Fortunately, there are many tools out there that can help you
automate your release notes processes.
3
4
5
6
7
8
9
10
1
2
25
05 Chapter Automated Release Notes: Easiest Way to Generate and Distribute
Automated
Release Notes

There are tools out there that automatically generate release
notes in various formats & publish them on various channels.
Instead of manually writing, collating, and formatting this
information, release notes automation tools pull data directly
from source repositories, issue trackers, and other platforms
to create comprehensive, consistent, and timely release notes.
Release notes automation is your answer to the cumbersome
task of manually writing and dispatching release notes.
Provide stakeholders with accurate release
notes swiftly upon request.
Instead of manually gathering information from various
sources and copy-pasting it, product marketers can use
automated release notes to generate release notes with a
simple click. The notes can include a list of bug fixes,
contributors, and a full changelog with accurate and
up-to-date information.
The same process is effective in generating on-demand
release notes. Let’s say an important client or internal
stakeholder requires a comprehensive release note for a
specific product version. Too many hours are wasted in the
manual compilation of information and the result may still be
riddled with errors. Automation empowers marketers to
respond to such requests promptly – no hassle.
A product may serve a wide range of industries and
personas; each with its unique needs, priorities, and
terminologies. A one-size-fits-all release note will miss
the mark in addressing the specific interests of each
segment. ARN eases the customization process. Product
marketers can define rules and criteria for generating
release notes, ensuring that the content is
industry-specific, persona-specific, and even
feature-specific. For instance, an update that enhances
data encryption might be highlighted for finance clients,
while an improvement in user interface might be the
focus for e-commerce clients.
What is Release Notes Automation? By leveraging automated tools, developers can streamline the
process of generating release notes and ensure accurate
documentation of changes made in each version.
For instance, Automated Release Notes for Jira by Amoe-
boids is a Jira app that facilitates communication with
stakeholders by automatically sending out release notes
through different channels. Whether it's sending email alerts
to users before the updates go live, generating PDF files for
executives, or creating HTML documents for blogs, it ensures
constant communication with your stakeholders.
Generation of Release Notes
Aspects of Release Notes Creation and Distribution That Can Be Automated
Tailor release notes to cater to diverse audiences,
ensuring relevance and engagement.
Customization of Release Notes
26
Automated
Release Notes

Include technical details about
each change, such as code
changes or new APIs
Informing Internal Stakeholders
The role of a product marketer is collaborative in nature. They
must coordinate between different teams to ensure the right
message is conveyed at the right time. For instance, if the
development team is ﬁnalizing a major product update slated
for next month. Product marketers would need to craft the
release plan and messaging to support the product marketing
team, sales, support, and other internal stakeholders on the
release schedule, features, and potential impact.
Creating release notes for different stakeholders
Keep internal teams, especially the
sales team, updated about upcoming
releases.
Developers
Highlight new features and
improvements that are relevant
to the target audience
Consider using visual aids such
as screenshots or videos to
enhance understanding
Include a call to action to
encourage users to try out the
new release
Encourage users to provide
feedback and suggestions for
further improvements
Marketers
Use clear and concise language
to describe each change and its
impact on the user experience
Customers
With automation, the process is not as daunting as it
seems. Product marketers can ensure timely, consistent,
and error-free communication. Instead of manually
drafting notes and risking omissions or inaccuracies, the
system pulls data directly from the source. In a B2B SaaS
landscape, this level of precision among teams is crucial
to building smoother release notes, better customer
communication, and enhanced cross-department
collaboration.
27
Automated
Release Notes

Sending featured updates to
customers
Once a release note is generated and customized, product
marketers would usually think of how to distribute it to their
customers. Considering the large number of digital channels,
customizing it manually is almost impossible. With ARN,
marketers can send an update to customer segments about
specific features or changes that they may be interested in.
What if your company’s clientele is varied, with different
segments relying on platforms like Confluence, Slack, or the
company's website for updates?
Automated release notes simplifies multi-platform publishing.
By formatting and distributing notes tailored for each
platform, product marketers ensure consistent messaging
across channels. With ARN you can send your release notes
in various formats, including email, PDF, JSON, and HTML.
Product marketers can choose the appropriate format for
each stakeholder or channel, ensuring that the release notes
reach the intended audience through their preferred
communication medium.
For instance, Confluence is a collaboration and
documentation tool that enables teams to create, organize,
and share content. By integrating automated release notes
with Confluence, teams can publish their release notes and
reports directly to their Confluence pages. This ensures that
the documentation is easily accessible to all stakeholders
and eliminates the need for manual updates. Moreover, by
using Confluence's collaboration features, teams can work
together on the documentation, provide feedback, and
manage revisions in a more organized manner.
Drive customer engagement and
satisfaction by highlighting specific
feature updates.
Publishing Release Notes to Different
Platforms
Disseminate release notes across
diverse platforms to maximize reach
and engagement.
28
Automated
Release Notes

Whether it's integration with your development environment
or the ease of setup, there are several factors to consider.
The tool you select will play a crucial role in streamlining the
generation and distribution of release notes. And while each
tool comes with its own set of features, there are some
non-negotiables: flexibility, track record, and robust support,
to name a few.
Integration with your development en
vironment
One of the first things to consider is how well the tool
integrates with your existing development set up. Ideally, the
tool should seamlessly integrate with your stack - right from
your issue tracking system to your collaboration tool.
Integrating powerful tools into documentation workflows can
transform the way teams operate. This integration will ensure
that the tool can accurately track changes and extract
relevant information for the release notes.
Ease of setup and configuration
Another important factor to consider is the ease of setup
and configuration of the release notes automation tool. The
tool should have clear documentation and provide
step-by-step instructions on how to set it up in your
environment. It should also offer a user-friendly interface for
configuring release note templates and customizing the
content and format of the release notes.
Flexibility and customization options
Different projects have different requirements when it comes
to release notes. Therefore, it's important to choose a tool
that offers flexibility and customization options. The tool
should allow you to define your own release note templates,
specify the information you want to include in the release
notes and customize the formatting and structure of the
release notes. This flexibility will ensure that the generated
release notes meet the specific needs of your project and
stakeholders.
Choosing the Right Release
Notes Automation Tool
Finding the right tool for release
notes can be challenging, but
once you find one that not only
meets most of your requirements
but also offers exceptional
support, it's a game-changer.
Quick turnaround and
responsiveness can make all the
difference.
29
Automated
Release Notes

Last, but not least, it's important to choose a tool that offers
reliable support and comprehensive documentation. The tool
should have a responsive support team that can assist you
with any issues or questions you may have. It should also
provide detailed documentation, tutorials, and user guides to
help you get started with the tool and make the most out of
its features.
Version control system compatibility
Since version control systems play a crucial role in tracking
changes and managing releases, it's important to choose a
tool that is compatible with your version control system. The
tool should be able to integrate seamlessly with popular
version control systems such as Git or Bitbucket. This
compatibility will ensure that the tool can accurately track
changes and extract relevant information from your version
control system for the release notes.
Collaboration and team support
In a collaborative development environment, it's important
to choose a release notes automation tool that supports
collaboration and team workﬂows. The tool should allow
multiple team members to contribute to the release notes,
review and approve changes, and collaborate on the content.
It should also provide features for managing permissions
and access control to ensure that only authorized team
members can make changes to the release notes.
Reporting and analytics capabilities
An effective automated release notes tool should provide
reporting and analytics capabilities to help you gain insights
into your release process. The tool should be able to
generate reports on the number of changes made in each
release, the types of changes, and the impact of the changes
on the project. These reports can help you identify trends,
track the progress of your releases, and make data-driven
decisions to improve your release management process.
Support and documentation
In the world of product
marketing, it's not just about the
tool but also the support behind
it. A friendly, quick, and highly
competent support team can
elevate the user experience to
new heights.
30
Automated
Release Notes

What techniques do you employ to turn
release notes into a tool for customer
engagement and brand loyalty?
Consistency is the key. Some appearance
of release notes means that the product
is under development and it's taken care
of. It automatically shows that users can
feel safe about future new features or
customer support.
We also run the monthly newsletter about
all product updates, and that part
belongs to marketing. We publish it on
LinkedIn, our blog, and we email our
partners. Considering the constantly
growing number of subscribers and solid
email open rates every month, we can tell
that this way is effective. It is also an
excellent opportunity to expand the
topic, show screenshots, and explain
wider what has happened and how it
Celina Kuziemko
Growth Hacker, Appsvio
affects users. People who subscribe to
our newsletter get the info about all
products, not only one, and sometimes
it triggers them to try out other
products. We have constant contact
with all consider, and they know that
we will reach out to them once a
month.
What's more, in one app, we implement
the What's new section inside the app.
It's a simple panel where users can
check what's happened lately. It's very
convenient for customers because they
don't have to look far, and they can
check it anytime.

Chapter
06
Advanced
Techniques for
Release Notes
Automation

As technology continues to evolve, so do the strategies for effective product marketing. In
this chapter, we delve into advanced techniques that harness the power of automation to
elevate your release notes game. By tailoring your approach to personalization,
leveraging AI and machine learning, adopting multilingual communication, integrating
customer analytics, and peering into the future, you'll unlock new dimensions of
engagement and customer satisfaction.
One-size-fits-all communication is a thing of the past. The
modern product marketer understands the value of
personalized engagement. With automated release notes, you
can tailor updates to each user's preferences and behavior,
enhancing their connection with your product.
Behavior-Triggered Notes: Imagine your software
detects that a user consistently utilizes a specific feature.
The system can automatically send them targeted release
notes about enhancements to that feature, demonstrating
your attentiveness to their needs.
Customizable Notifications: Allow users to choose the
type and frequency of release notifications they receive. If
a user prefers bug-fix updates, they can opt to receive only
those, fostering a sense of control and relevance.
The integration of AI and machine learning injects a dynamic
edge into release notes automation strategies. By analyzing
vast datasets and predicting user preferences, you can
deliver more impactful updates.
Smart Content Recommendations: Utilize AI to analyze
user interactions and provide tailored release notes. If a
user frequently engages with design-related updates, the
system can prioritize such content in their notifications.
Sentiment Analysis: AI can gauge user sentiment from
their past interactions with release notes. If a user tends
to respond positively to certain types of updates, the
system can emphasize those aspects to keep them
engaged.
Personalizing Release Notes
Based on User Preferences
and Behavior
Leveraging AI and Machine
Learning for Enhanced
Release Communication
33
06 Chapter Advanced Techniques for Release Notes Automation
Automated
Release Notes

In a global marketplace, catering to diverse linguistic
backgrounds is paramount. Automated release notes can
bridge language gaps and make your product updates
accessible to a wider audience.
Localization at Scale: With automated processes,
generating release notes in multiple languages becomes
manageable. A user in Tokyo should receive the same
personalized experience as one in New York, with content
translated to their preferred language.
Cultural Sensitivity: Beyond translation, consider cultural
nuances. An AI-powered system can ensure that idiomatic
expressions and cultural references are adapted
appropriately to resonate with different regions.
Incorporating these advanced techniques into your
automated release notes strategy will propel your product
marketing efforts to new heights. By embracing
personalization, AI-powered insights, multilingual
communication, and data-driven decision-making, you're not
only keeping pace with evolving technology but also creating
meaningful connections with your users. As the landscape
continues to evolve, the opportunities for product marketers
are limitless, and automated release notes will remain at the
forefront of this transformative journey.
Data is the compass that guides product marketing
decisions. Integrating customer analytics and insights into
your automated release notes helps you tailor your
messaging for maximum impact.
Integrating Customer Analytics
and Data Insights into
Automated Release Notes
User Segmentation: Based on data analytics, divide your
user base into segments with distinct preferences. By
aligning release note content with these segments, you
can boost engagement.
Data-Driven Visuals: Incorporate visualizations of usage
data within your release notes. For instance, if a particular
feature has been utilized signiﬁcantly, showcase its
adoption rate to underscore its value.
Creating Release Notes in
Multiple Languages for Global
Audiences
34
06 Chapter Advanced Techniques for Release Notes Automation
Automated
Release Notes

Chapter
07
The Role of
Product Marketers:
Beyond the Surface

Key Takeaways:
The Human Touch in Automation
User-Centric Approach
Ah, the journey we've embarked upon!
From the ﬁrst inkling of understanding the essence of release
notes to diving deep into their strategic implementation,
we've traversed a path that many product marketers often
overlook.
But not you.
The traditional view of product marketers has been that of
communicators – individuals who take the product's features
and translate them into beneﬁts for the user. However, as
we've delved deeper into the world of release notes, it's
evident that this role is evolving.
Today's product marketer is a storyteller, a strategist, and an
advocate. They don't just inform users about what's new;
they craft narratives that resonate with the user's
aspirations, challenges, and needs. And release notes, as
we've discovered, are more than mere technical documents.
They are the chronicles of your product’s evolutions. It's a
story that showcases commitment, innovation, and
responsiveness. It doesn't just inform users of what's new but
also why it matters. And in this story, every chapter (or
update) adds depth, building a richer narrative that keeps
users engaged and invested.
Understanding and leveraging these notes is not just a task
but a strategic imperative for product marketers.
Throughout this book, we've delved deep into the strategies,
best practices, and insights that can elevate the role of
release notes in product marketing. We've seen how they can
be more than just announcements; they can be instruments
of engagement, trust-building, and differentiation.
While automation streamlines the process,
the human touch ensures that release notes
resonate with the audience. It's the balance
between efficiency and empathy that makes
release notes truly impactful.
Always put the user at the center of your
strategies. Understand their pain points,
needs, and aspirations. This understanding
will guide the tone and content of your release
notes.
In product marketing, every
challenge is an opportunity in
disguise. It's about listening,
adapting, and continuously
delivering value.
36
07 Chapter The Role of Product Marketers: Beyond the Surface
Automated
Release Notes

Hyper-Personalization
AI algorithms could dynamically craft release notes
tailored to individual user behaviors, preferences, and
even emotions, fostering an unparalleled connection.
Predictive Updates
AI-driven models might predict user needs and
proactively communicate upcoming updates,
showcasing your product's anticipation of user
requirements.
Voice and AR Integration
As voice assistants and augmented reality become more
ubiquitous, imagine receiving release notes through
voice commands or having them overlay contextual
information in your physical surroundings.
Emotionally Intelligent Communication
Future AI systems could gauge user emotions through
various signals and adjust the tone of release notes
accordingly, making interactions feel more human and
empathetic.
The essence of product marketing lies in its ability to adapt,
iterate, and improve. As product marketers, you have the
unique opportunity to shape the narrative of a product,
influence perceptions, and drive engagement. Release notes
are a powerful tool in your arsenal. When leveraged
effectively, they can be the difference between a product
that merely exists in the market and one that thrives,
resonates, and leaves an indelible mark.
The world of SaaS and technology is in a state of perpetual
flux. As innovations emerge and industries transform,
product marketers will find themselves at the crossroads of
change. Embracing this change, understanding its
implications, and leveraging tools like automated release
notes will be the key to staying relevant and impactful. Here's
a glimpse into the future possibilities:
The Future: Embracing change
and innovation
Feedback as the North Star
Continuous Evolution
Incorporating user feedback not only refines
the content of release notes but also
strengthens the bond with users, showcasing
a brand that listens and evolves.
The world of product marketing is
ever-evolving. Staying agile, iterating based
on insights, and being open to change
ensures that release notes remain effective
and engaging.
Strategic Integration
Release notes aren't standalone entities.
Integrating them into the broader product
marketing strategy amplifies their impact,
ensuring a cohesive and consistent user
experience.
Educate and Advocate
Champion the importance of release notes
within your organization. Educate
stakeholders about their significance and
advocate for the resources and tools you
need to excel in your role.
37
07 Chapter The Role of Product Marketers: Beyond the Surface
Automated
Release Notes

Chapter
08
Product Release
Note Template
for Product
Marketers

In product marketing, every challenge is an opportunity in disguise.
It's about listening, adapting, and continuously delivering value.
Introduction
[Add an introduction here that highlights the key features
and improvements.]
Version Number and Date
[Clearly state the version number and the release date.]
Bug Fixes
[List all the bug ﬁxes that have been addressed in the new
release.]
New Features
[Highlight all new features that have been added to the
product.]
Improvements
[Mention all the improvements that have been made to the
existing features.]
Master the Art of Software Updates
with our Comprehensive Release
Notes Templates Guide
Known Issues
[List all the bug ﬁxes that have been addressed in the new
release.]
Instructions
[Provide clear instructions on how to use the new features.]
Visuals
[Include relevant visuals such as screenshots or videos to
enhance understanding.]
Call to Action
[Include a call to action to encourage users to try out the
new release.]
Feedback
[Encourage users to provide feedback and suggestions for
further improvements.]
39
08 Chapter Product Release Note Template for Product Marketers
Automated
Release Notes
Read blog

Automate Your Release Notes from Creation to Distribution
with Ease
Release notes play a pivotal role in customer and stakeholder
communication, providing crucial information about updates
and changes in a product. Automated Release Notes (ARN) for
Jira is designed to streamline this process, eliminating tedious,
manual tasks and enhancing efficiency through the power of
automation.
amoeboids.com/ARN
Visit
Try the app today!
By Amoeboids
Automated
Release Notes
for Jira Automated release notes
is available for all
variants of Jira.
Jira Cloud Jira Data Center

Generate and distribute
custom release notes with
ease, automatically!
Key Features
Automated Release
Notes Creation
Quick Sharing
Why Choose Automated Release Notes for Jira?
Instantly share notes with
any Jira and non- Jira
users and allow
subscriptions via widgets
and Release pages.
Flexible Templates
Utilize JQL-based sections
to create audience-specific
notes and tailor layouts for
clear messaging.
Tailored Responses Robust Security
Go beyond Jira’s default
issue attributes, using
custom fields and CSS in
your templates for a
personalized touch.
Robust Security With
participation in Atlassian’s
security program and ongoing
bug bounty initiatives, ARN
ensures your data remains
secure and protected.
ARN goes beyond just automating release notes, simplifying every facet of the release process.
Create templates for email, PDF,
Confluence, Markdown, JSON, and
HTML, adjusting layouts and selecting
Jira issues with JQL as needed.
Multiple Formats
Support
Implement rules for note
generation, triggered by version
releases, schedules, manual
invocation, or webhooks for tool
integration.
Swiftly configure recipients,
including both Jira and non-Jira
users, select user groups for
notifications, or embed a release
notes widget in your app.
Customizable Rules
and Actions
Streamlined Sharing
with Stakeholders
amoeboids.com/ARN
Visit
Try the app today!
ARN helps your customers keep track of
frequent releases and understand changes
through dedicated release pages and in-app
widgets. It also records customer feedback
on release notes, providing valuable insights
into their thoughts and needs.
Read the
Customer’s Mind

Our team has been using this
app for several months to
publish release notes to
Confluence. We really love this
application as it allows to
create our own templates and
publish release notes to
Confluence with just one click.
The developers are responsive
to feedback, I do recommend
this app.
By Anastasiya Selivanava,
Service Channel
Our team has been using this app
for several months to publish
release notes to Confluence. We
really love this application as it
allows to create our own
templates and publish release
notes to Confluence with just one
click. The developers are
responsive to feedback, I do
recommend this app.
By Michael Loehr, RZI Software
All the stars for this product.
We utilize a change
management process that
requires our release notes to
be sent to an external team
for review. The Amoeboids
product really streamlines this
process for us and makes it
as simple as clicking run on a
rule to reliably distribute the
email.
By Meghan Gallagher,
First American
Discover how Automated Release Notes for Jira by Amoeboids has transformed the release notes
creation and distribution process for teams across various industries.
What Our Users Say
Great Automation plugin. Has
made the generation of release
notes completely automated.
It was easy to set up and easy
to work with. They also have.
Great customer support if you
can into any issue.
by Daniel Graungaard
Absolutely SUPERB.
There’s so much about JIRA that
is irritating, and then you stumble
across a “FREE” plugin like this
which makes you realise what a
powerful platform it is and also
how much more you could be
doing with the tools right in front
of you.
We dont’ release frequently, so
the basic version of ARN is simple
for what we need, and other than
the discrete ARN Brnding at the
bottom of the Release Pages and
emails - there don’t seem to be
any restrictions on how we use
the plugin. We dont’ release
frequently, so the basic version of
ARN is simple for what we need,
and other than the discrete ARN
Brnding at the bottom of the
Release Pages and emails - there
don’t seem to be any restrictions
on how we use the plugin.
by Oliver Hall
Automated
Release Notes

Amoeboids
Phone number
303, 3rd Floor, Archway, S.No.
2/1/5, Plot No.5, Sopan Baug,
Balewadi, Pune – 411045, India
About Amoeboids
We take immense pride in building
products that enrich workplace culture
& build focus. Our apps also help
organizations get rid of operational
inefficiencies and improve their bottom
line. Operating from Oxford of the east,
Pune – Amoeboids began as a team of
3 that executed ideas and created tools
to help teams perform at their best. The
Amoeboids approach is to lessen the
burden of controls and audits, increase
accuracy and deploy automated
processes and tools that save time and
money.
+1 760 284 8009
Copyright © Amoeboids 2023.
All rights reserved.

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