The Relationship between Content Marketing and Demand Generation

Kaylee is back in the host seat today, joined by Lane Scott Jones, Head of Content at Zapier to follow her journey from agency to in-house content marketing roles. She discusses the importance of understanding the mechanics behind the business and mapping content to business goals. Lane also talks about the challenges she faced in transitioning from an agency to an in-house role and how she navigated those waters. She emphasizes the need for content to be seen as a strategic function and the importance of collaboration between content and other marketing teams. Lane also shares insights into Zapier's content team structure and the impact of content on the company's ROI.

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