Home > Companies > Thought Leaders > Q&A with Andrew Gori, Senior Director of Content Marketing at Zendesk

Q&A with Andrew Gori, Senior Director of Content Marketing at Zendesk

Andrew Gori, Senior Director of Content Marketing at Zendesk, has worked as a content creator for more than 15 years, for a variety of industries including technology, social media, travel, and arts. He enjoys all aspects of the field, be it writing a single blog post, building a corporate voice and tone guide, overseeing the overhaul of a company's content infrastructure, or managing large-scale campaigns.

As customer service becomes a more prominent component of the economy, we can expect media and academia to increasingly create more service-themed content too.



MEDIA 7: Could you please tell us a little bit about yourself? What interested you to pursue writing as a full-time career?
ANDREW GORI: Ever since I was very young, I always wanted to be a writer. Particularly a journalist. But when I graduated from college, the opportunities for people who weren’t able to break it into the journalism world were very slim. PR was the most readily available option, but I wasn’t really suited for that. I took whatever freelance work I could get and noticed assignments were moving away from print and towards online media. I was very fortunate to already have a solid writing portfolio just as content marketing came into prominence, and quickly learned that it was the perfect field for me. I like writing and research, am curious about the world and appreciate the challenge of translating complex concepts into enjoyable narratives; all things that can make for good content.

M7: How does Zendesk help towards improving customer service and helping teams in managing their businesses better?
AG: This question gets to the heart of why I love working at Zendesk and I think can be answered in two ways:

First, and from the very beginning, Zendesk has made the argument that, since customers are the most important component of any business, customer service is very much the star of the show. Not only should companies invest time, energy, and resources into their customer service departments, that every department from sales to HR to marketing contributes to the customer experience.

Second, Zendesk takes an empathetic approach in that we acknowledge customer service is difficult, but it doesn’t have to be. Customer expectations evolve, technology changes, and even in the best circumstances solving problems for people can be very hard. But Zendesk, be it our software, content, or employees will be with you every step of the way. We can’t make it easy, but we can make it easier.


As long as we stick to some basic tenets, like always being helpful and never being boring, I think our audience will choose us over the competition.



M7: What role does content play in your overall branding and marketing efforts at Zendesk?
AG: Our blog is very often the first touchpoint for potential customers. Even if they weren’t looking for us or currently researching customer service software options, they’ll find us while looking for resources around hiring and training support agents, or how to respond to customer complaints on Twitter, or how to improve customer loyalty. If we’ve done our job properly, not only will they find the information they’re looking for, they’ll view Zendesk as an authority on all things customer service and will return for more content. From there they can build a deeper relationship with us to the point that when they’re ready for something new we’ll be top of mind. All of that is possible if we create helpful content that helps them solve problems.

M7: What channels do you use for effective content marketing and which ones do you see as the most promising, given your target customers?
AG: Beyond our blog, which is the most effective channel, we’ve seen some impressive engagement when our content is shared on other owned channels, such as our Help Center and in-product messaging. Outside of owned channels, thought leadership articles written with our executives and published in places like Diginomica and Financial Times have really resonated with CX leaders at other companies.


Stick to the assignment you were given, meet your deadlines, and internalize the voice of the brand you’re writing for.



M7: What are your views on content shock? Is it a worrisome trend or a content marketing myth?
AG: I think content shock can be a real thing, and even though the space is infinitely more crowded than it was just a few years ago, I’m not too worried about it. I have to believe that people are savvy enough to find the best content, and I’ll put ours against anyone else’s. As long as we stick to some basic tenets, like always being helpful and never being boring, I think our audience will choose us over the competition. And in this instance, I’m not just talking about other companies. As customer service becomes a more prominent component of the economy, we can expect media and academia to increasingly create more service-themed content too.

M7: You have worked as a freelance writer for quite some time as well. What have been the most valuable lessons that you’ve learned about content creation/management over the last few years?
AG: Stick to the assignment you were given, meet your deadlines, and internalize the voice of the brand you’re writing for.

M7: Your advice to the budding writers for curating effective content?
AG: Same as my previous answer. I know it can seem daunting feeling like you’re competing against more established writers. That kind of pressure can lead budding writers to try to overdeliver. But the things that separate great freelancers from ones I don’t want to work with are pretty basic. If you are reliable, can write in Zendesk’s voice, and understand and complete the assignment you were given, you’re already a step above about 75% of the freelancers I’ve worked with, and I’ll be in touch with you the next time I need help with a project.

ABOUT ZENDESK

Zendesk started the customer experience revolution in 2007 by enabling any business around the world to take their customer service online. Today, Zendesk is the champion of great service everywhere for everyone, and powers billions of conversations, connecting more than 100,000 customer logos with hundreds of millions of customers over telephony, chat, email, messaging, social channels, communities, review sites and help centers. Zendesk products are built with love to be loved. The company was conceived in Copenhagen, Denmark, built and grown in California, taken public in New York City, and today employs more than 4,000 people across the world. Learn more at www.zendesk.com.

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