Dave is joined by Eliana Atia and Arielle Gordis from Monday.com, who drive the content strategy that powers one of the most recognizable brands in SaaS. Eliana, a seasoned content leader, shares how Monday.com’s content team evolved from a small, reactive unit into a strategic powerhouse. Arielle, who leads the thought leadership initiatives, reveals the secrets behind the wildly successful "Monday Insights" newsletter which has 3.7 million subscribers.
They cover:
- How the content team at Monday.com acts as a strategic partner to departments across the business
- The unique "guild" structure they use that allows content managers to stay deeply integrated within various teams while maintaining a unified content strategy
- How they use audience engagement and feedback to make better content
Timestamps
- (00:00) - - Intro
- (08:15) - - Content Strategy as a Career
- (10:47) - - Monday.com’s Messaging Strategy
- (12:34) - - Transitioning to a Multi-Product Brand
- (17:22) - - Using Content to Create Trust
- (26:22) - - How They Create Sales Enablement Content for Enterprise Accounts
- (29:04) - - Monday's Value-Based Thought Leadership Strategy
- (32:44) - - Behind the Scenes: Working With a Cartoonist
- (38:53) - - How Their Newsletter Has a 30% Open Rate
- (41:04) - - Getting Buy-in For Thought Leadership
- (42:53) - - Boosting Open Rates with Quality Sender Names
- (49:12) - - Transforming Job Stress into Meaningful Leadership
- (50:37) - - Successful Idea Testing on a Smaller Scale
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today’s episode is brought to you by Walnut.
Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?
Come on, today’s buyers don’t want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.
That’s where Walnut comes in.
Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond.
That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.
And the best part? You get real intent data—see which features prospects love, where they drop off, and what’s actually driving pipeline. Demo Qualified Leads are the new MQL.
Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA?
Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!
The Exit Five CMO Podcast (Hosted by Dave Gerhardt) 
