Jexo’s Unignorable Content Strategy

Jexo was a young Atlassian Marketplace startup with a killer product and no marketing team. No brand system, no strategy, no audience. Just two great founders, strong opinions, and huge potential.

That’s where we came in.

FatCat took the reins and built Jexo’s marketing engine from the ground up, with a single goal:
make Jexo the human, helpful, non-boring voice in a technical ecosystem.
And create a content system that could grow with them.

We started with workshops, founder interviews, and audience research to uncover what made Jexo different. Then we turned those insights into a narrative and content strategy that positioned the brand as approachable, educational, and emotionally intelligent, something Atlassian users weren’t used to.

YouTube became the turning point.
We realized early on that the founders’ charisma, humor, and clarity made them perfect for video. So we built a full YouTube strategy from scratch:

• topic scoring using our 0–3 methodology
• narrative frameworks
• audience + search intent mapping
• video scripting
• visual direction
• distribution playbooks
• editing + publishing systems

Video didn’t stop at YouTube.
We extended the content across LinkedIn, TikTok, Shorts, and the Monday Coffee podcast, adapting to each channel while keeping everything under one creative umbrella.

“Make Work Fun” became the brand’s signature idea.
It shaped tone, visuals, content hooks, explanations, humor, and community presence.

And it worked.

Jexo went from “unknown startup” to a recognizable name in the Atlassian ecosystem.
Their channel grew, their podcast gained momentum, their brand voice became distinct, and their content became a core part of how users discovered and trusted them.

The clarity and resonance they built ultimately contributed to them becoming a highly attractive acquisition target for a major player in the space.

‍