Driving Success through Data-Backed Content with Dan Morgese, Gong

The Content Cocktail Hour

"There's no single way to create content. If you're building a category, use the same terminology as your customers and prospects. Create provocative thought leadership, explaining why this perspective matters. Ensure you're addressing unasked questions." says Dan Morgese, Director of Content Strategy and Research at Gong.

Welcome back to another episode of The Content Cocktail Hour. In this episode, we're excited to be joined by Dan Morgese, the Director of Content Strategy and Research at Gong. Dan discusses the art of balancing quality and quantity in content marketing and shares Gong's unique approach to leveraging data-driven insights, avoiding random acts of content, and effectively internal enabling teams.

Dan also offers valuable advice for smaller teams looking to get started with research-driven content and highlights the significance of creating content that resonates deeply with the target audience.

In this episode, you’ll learn:

1. The importance of creating high-quality, valuable content tailored to buyer personas
2. The power of experimentation with different types of content delivery and measurement
3. The importance of AI in operational efficiency rather than replacing creativity

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Check out The Juice HQ: https://www.thejuicehq.com/

Connect with Dan on LinkedIn: https://www.linkedin.com/in/danmorgese/

Check out Gong: https://www.gong.io/

Timestamps

[05:17] Planning editorial calendar based on the organization's priorities

[09:34] Creating high-quality, valuable content for different buyers

[15:20] Organize data strategy, assess viability, and start small

[17:59] Engagement and sharing driving data visibility success

[21:43] Tracking content impact through customer feedback and data