Thought leadership content

Geckoboard needed content that did more than answer keywords. The stronger opportunity was to create useful, opinionated resources for people trying to make dashboards work inside real teams: founders, support leaders, sales managers, and operators who knew they needed better visibility but did not always know what that should look like.

I would often own the whole loop for a piece: spotting an angle from customer conversations, product usage, search behaviour, or market timing; shaping it into a practical argument; then producing it as a guide, blog post, video, or social asset. Other times, I would set the initial brief and hand off production to internal or external writers, designers, or other Geckoboard teammates. That ranged from evergreen resources like the Geckoboard methodology, to practical dashboard design advice, to timely thought leadership like testing whether ChatGPT Agent Mode could build a Zendesk dashboard inside Geckoboard.

This gave Geckoboard a body of content that could educate the market, support buying journeys, and keep the brand close to the practical problems its customers were trying to solve. It also became fuel for our LinkedIn feed, giving us useful ideas to share and extend beyond the original piece. The best pieces worked as anchors: one strong idea could become a resource page, blog post, video, social story, sales reference, and a starting point for supporting articles about dashboard placement, iteration, metric choice, or team habits.

The common thread was usefulness. The content had to have a take, but it also had to help someone do the work better: choose clearer metrics, place a TV dashboard somewhere it would actually be seen, iterate on a dashboard as the business changed, or understand what new technology could realistically do inside a SaaS product.