Lessons from Gong's Content Strategy: How to Use Content to Dominate Your Market

Introduction: Gong Didn't Just Sell, They Changed the Game

If you've been in B2B sales at all in recent times, you've likely encountered Gong. Perhaps it was a data-driven post on LinkedIn. Maybe a snappy graphic, a catchy headline, or a deep dive guide on closing more deals. Whatever it was, Gong not only commanded your attention, they earned your trust.

That's not a coincidence.

Whereas most sales teams continue to view content as an afterthought, Gong made theirs a growth driver. They demonstrated that if executed correctly, content isn't just augmenting sales, it is sales.

This post dissects how Gong used content to conquer their space, and how your company can leverage the same strategies to capture today's B2B buyers.

1. Why Most Teams Struggle, and What Gong Did Differently

Most businesses fall into one (or all) of these pitfalls:

1. Treating LinkedIn as an online cold-calling platform

2. Sharing so-called 'value' content that’s really just a veiled sales pitch

3. Over-dependence on automation and losing that human touch

Gong bypassed all three. What sets them apart? They know today’s buyers want guidance, not a sales push.

Whereas others promoted products, Gong provided value. Whereas others robotized, Gong interacted. While others focused on their own story, Gong focused on the buyer’s world. Such a mindset was the difference.

2. Gong's Content Strategy, Designed for Today's Buyer

Gong's content strategy was contemporary, tactical, and centered on actual user needs.

At the center of their strategy was data. By looking at millions of sales calls, they identified patterns in tone, word selection, timing, objections, and more. Then they distilled those discoveries into bite-sized, actionable tips that sales pros yearned for.

Their content mix consisted of:

1. LinkedIn posts: Bite-sized, insight-garbed commentary that started a conversation

2. Long-form blogs: In-depth explorations of sales strategies and industry trends

3. Infographics and tips: Created for instant value and sharability

4. Memes and humor: To demonstrate their human nature and create a relatable brand

All they posted responded to a straightforward question: "What will assist our audience with success today?"

That simplicity of purpose earned trust quickly.

3. Using LinkedIn to Build a Tribe

Where most businesses build upon branded pages, Gong made their whole team visible, worthwhile voices.

From execs to solo sales reps, Gong's folks posted on LinkedIn all the time, not to market, but to engage. They posted sales tips, call takeaways, personal anecdotes, and industry insights.

Their playbook was:

Encouraging genuine, personal posts

Boosting each other's posts to expand reach

Answering comments and taking part in DMs

Sharing victories, losses, lessons, and a whole lot of authentic personality

The payoff? Gong didn't gain followers so much as they created a tribe. And this tribe sold for them.

Gong’s playful and relatable LinkedIn content—like this meme—helped humanize their brand and strengthen their online community.

4. Content That Brings Inbound Leads Without the Hard Sell

One of the most substantial implications of Gong's approach is that it brought leads without nudging.

Their content generated trust, credibility, and Visibility, so by the time prospects clicked "Book a Demo," they were already half sold. They knew Gong. They liked Gong. They felt Gong could help.

Tactically, Gong:

Maximized reach with ungated content

Squashed SEO to rank organically in blog posts

Made it easy to share and rewarded engagement

Focused on helping, not hyping

In short, they earned attention and converted it to pipeline.

5. What Leaders Can Learn from Gong

Gong's success wasn't magic, it was mindset. And it's replicable if you take the proper steps:

1. Think like a publisher, not a promoter

Treat educating your audience with the same care and precision you’d apply to building your flagship product.

2. Empower your team to build digital presence

Each post, comment, and interaction from your reps shapes how the world hears your brand.

3. Use content to build relationships

Sales is trust. Content helps you prepare for the initial call.

4. Be consistent

Authority doesn't originate from a single blog. It's constructed from a single valuable insight at a time.

5. Reveal your human side

Don't hold back on humor, personality, or authenticity. People buy from people.

Conclusion: Create Authority, Not Noise

In a digital-first sales environment, noise is pervasive, yet trust is an exception.

Gong failed because they yelled the loudest. They succeeded because they served the buyer better than any other company. They established a reputation for usefulness, insight, and authenticity. That reputation equated to leads, sales, and market dominance.

The best part? You don’t need a massive budget or a viral hit to achieve the same impact. You simply have to deeply care about your buyer's success and be consistently willing to show up with content that demonstrates it.