Explore the intricacies of effective communication within the Kubernetes community in this 28-minute conference talk from KubeCon + CloudNativeCon Europe 2021. Discover how the Upstream Marketing Working Group has developed practices, channels, and bots to unite contributors across the Kubernetes ecosystem. Learn about multichannel communication strategies, including the four types of messages and various discussion channels. Gain insights into storytelling techniques for writing compelling narratives, structuring blog posts, and collaborating with the Blog team. Delve into the technological aspects of communication, including Slack and Twitter bots that enhance community engagement. Understand how to leverage marketing practices and YAML-based tools to improve communication within the Kubernetes project. By the end of this talk, grasp the vision of the Upstream Marketing Working Group and discover ways to contribute to this collaborative effort.