See the Channel Strategy that Drove Explosive Growth at Gong
Follow this 7-step process to grow any marketing channel
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When I was Head of Content at Gong, the expectations were clear—and high.
20% growth quarter over quarter.
Every channel.
Every program.
No exceptions.
Our CMO, Udi Ledergor, explained why: “If we grow 20% QoQ, we double year over year.”
And doubling yearly? That’s good for business and even better for valuations.
This is simple in theory. Hard (and stressful) in practice.
The reason was simple: We didn’t want to settle for incremental growth. We wanted explosive growth.
(I think this is the silent killer of many struggling marketing teams, but more on that another day).
It was a mindset, one that our entire team adopted.
And for the three years I ran the content team, we hit those goals (nearly) every single quarter.
But it wasn’t because of talent, luck, or market conditions.
Those were all part of it, sure.
But there was something else.
We had a methodical channel playbook that turned content into a growth engine.
This channel playbook was a key part of our content strategy system, which transformed sporadic wins into consistent, predictable growth—driving raises, promotions, and ultimately a multi-billion dollar valuation.
But here’s what I learned in the last 5 months talking to dozens of marketing leaders…
95% of SaaS teams don’t have a documented channel strategy.
I get it. Demands are high, and planning often takes a backseat to more deliverables.
But here’s the cost:
- Inconsistent content that weakens brand strength
- Lost engagement opportunities from unaligned, one-off posts
- Impossible-to-measure ROI due to unclear metrics
- Wasted resources on “random acts of marketing”
- Frustrated, disjointed teams craving clear direction
But WITH this channel strategy, you get:
- Clarity on what to post and why
- Consistent messaging and a recognizable brand
- Measurable growth with trackable metrics
- Streamlined production, reducing bottlenecks
- Aligned and happy teams with momentum
So for these reasons…
Today you’re getting a breakdown of the exact playbook I used at Gong—
actionable steps to create your own bullet-proof channel strategy that attracts your audience, delivers measurable growth, and eliminates the pain of inconsistent, underperforming content.
Let’s dive into the 7-part playbook that took us from “just posting” to driving serious growth.
Let’s ride 🌊
1. Define Your Audience
Think of your audience like your GPS.
Without clear directions, you’ll spin in circles.
Define two groups: Primary (your main target) and Secondary (supporting audience). These are the people who make or influence buying decisions.
Example:
- Primary: Marketing leaders
- Secondary: Content marketers
Then add key details—department, seniority, geography, industry, and company size.
This isn’t busywork; it’s building the target so your content hits bullseye.
2. Set Clear Objectives & Metrics
Every channel needs specific objectives that support your larger company goals.
Example from The Reeder:
- Company objective: Increase Creator Deal Value by 10%
- Marketing objective: Grow social and email audience
- LinkedIn channel objective: Grow LinkedIn following by 10% in Q1
Keep it tight: Limit growth metrics per channel to three and stick to them.
This compounding effect keeps you on track and builds momentum.
3. Establish Core Content Pillars
Content pillars are your focus zones. They ensure every post has purpose and punch.
Pick 2-3 pillars max, each tied to your overarching message. These are guardrails for relevance and brand alignment.
Example:
- Pillar: “Marketing leadership decision making”
- Topic: “How to get your content plan approved by your CEO”
Think of content pillars as your brand’s backbone—keeping every post sharp, relevant, and on-message.
4. Know Your Post Types
Outline the exact post types for each channel. This simplifies creation and aligns your content team with expectations.
Example Post Types:
- LinkedIn: POV, how-to advice, industry trends
- Newsletter: Story + insight, actionable how-to guide
Identify in “Hall of Fame” examples (your top-performing content for each type) that you can use as templates and inspiration.
Now you can increase results without “rethinking the wheel” every time.
5. Document Your Production Process
Production isn’t glamorous, but it’s essential.
Outline each step in your process, from ideation to publishing, with clear ownership and deadlines.
Example:
Then list out every single step under each bucket.
This reduces stress, improves consistency, and transforms your team from “post and pray” to a well-oiled content engine.
6. Commit to Best Practices
Master what works and make it repeatable. For every channel, dial in best practices for timing, tone, and engagement.
These are insights from research or “doing the work” that have been tested, proven, then added to your playbook.
Examples:
- LinkedIn: Post at 8:30 am PST for reach
- LinkedIn: Post URLs in the comments for max reach
Document these as you go—they’re your edge in a noisy space
Then commit to them.
7. Regular Performance Reviews
Here’s where strategy meets reality.
Set a cadence for reviews (weekly or monthly), gather your team, and review metrics, wins, and misses. This is how you improve and adapt.
Key Elements:
- Cadence: Weekly or monthly
- People: Core content team
- Tracking: Document insights and next steps
These are signals that inform your strategy.
Don’t sleep on them or let yourself “get too busy.”
This is where the "aha!" moments and creative breakthroughs happen.
Bonus: Fuel Your Strategy with Content That Converts
Now that you have the blueprint for designing a content channel, your engine needs fuel.
The best fuel is highly engaging content.
I took 30+ content plays — including templates, examples, and frameworks — that helped Gong:
-Grow from 12,000 → 180,000+ LinkedIn followers
-Drive an average 1,200+ webinar registrants
-Convert audience into qualified pipeline and revenue
And put them all inside my digital playbook, Content That Converts.
Each “mini-chapter” is carefully written to be easily read, understood, and applied that day — so you see results in hours, not weeks.
You can get your copy here.
See you next Saturday,
Devin