Building a competitive edge: Why Cloudflare treats docs as a product
Learn how Cloudflare treats docs as a product, using open-source tooling, automation, and collaboration to drive adoption, alignment, and user success.
We sat down with Cloudflare’s Kim Jeske to explore how treating docs like a product can drive alignment, adoption, and long-term business impact.
Product documentation has evolved from being a simple reference tool to becoming a critical asset for teams across the board. It’s no longer an afterthought — documentation has become a product in its own right, delivering value that extends far beyond the scope of traditional marketing materials or static knowledge bases.
For companies navigating increasingly complex technical landscapes, the significance of well-structured, up-to-date, and actionable docs cannot be overstated.
The rise of documentation as a strategic asset
Product and technical documentation is now considered a key differentiator in the modern business world. In fact, for many users, the first true interaction they have with your product is through the documentation. Whether they’re developers exploring APIs or sales engineers trying to assess whether a product meets their needs, documentation becomes the go-to resource.
But this isn’t just a shift in perception — it’s a reflection of a deeper trend across industries. Most companies, regardless of their market, are increasingly becoming tech companies. Whether you’re in finance, healthcare, or retail, there’s a digital backbone supporting your operations, and with that comes the need for robust technical documentation. Simply put, if your product is powered by technology, your docs are the primary vehicle that helps people understand and engage with it.
Docs deliver more than marketing
While marketing websites are designed to showcase a product’s potential, documentation tells a different, deeper story. It provides users with actionable insights — how the product works, how it integrates, and how it solves their problems in real time.
In some cases, technical documentation has even surpassed marketing websites as the primary driver of product adoption. Why? Because it offers immediate value. A well-written doc doesn’t just describe a product’s features; it shows users how to apply them in their own environment.
As Kim Jeske, Head of Product Content Experience at Cloudflare, points out, “relevant, timely, and accurate content can save frustration, time, and money.” Cloudflare’s open-source documentation, for example, has enabled their community to get up to speed more quickly and align their content more closely with real-world use cases.
“We wanted to create a place where writers and developers could collaborate seamlessly, optimizing content creation and quality without the limitations imposed by proprietary tools,” Kim adds, emphasizing the open-source approach that Cloudflare adopted to drive content quality and community engagement.
Building docs with a product mindset
To truly maximize the value of documentation, it’s crucial to treat it like a product. Docs need to be maintained, updated, and iterated upon — just like any other feature in your tech stack. When companies fail to invest in this process, they risk creating gaps in user experience that can lead to confusion, frustration, and ultimately lost business.
Consider Cloudflare’s approach to managing documentation. When Kim joined the team, she faced a pivotal decision: continue with content locked inside a traditional CMS or migrate to an open-source approach that fostered collaboration between engineers, product teams, and the broader community. By embracing open source, Cloudflare has turned documentation into a living, breathing asset that evolves with their products.
Automated processes like spell-checking and style guide enforcement (via tools like Hyperlint) ensure consistency, while internal guidelines help engineers and product managers contribute efficiently. This product-like approach to documentation fosters an environment where docs are continually improved and never left to stagnate.
Docs create alignment across teams
Documentation also plays a key role in uniting teams across an organization. Whether it’s engineering, product, design, or marketing, docs serve as a single source of truth that everyone can rally around. With more companies becoming tech-driven, the need for collaboration between technical writers, developers, and stakeholders has only increased.
A robust documentation process not only helps internal teams stay aligned but also elevates the user experience. When docs are accurate, comprehensive, and easy to navigate, users are more likely to engage deeply with your product. This drives adoption, reduces support costs, and improves overall satisfaction.
The competitive edge of great docs
In a world where every company is increasingly becoming a tech company, having exceptional documentation provides a distinct competitive edge. Cloudflare has demonstrated how well-maintained docs can become powerful tools for driving product adoption and even contributing to sales efforts.
The key to creating valuable documentation is recognizing its strategic importance. Docs are not just a byproduct of product development; they are a core element of your product’s overall success. Treat your docs like a product, invest in them, and watch them become a critical asset that fuels both user engagement and business growth.
This interview was published on 14 May 2025, and conducted as part of research for the 2025 State of Docs report.