Tracey Wallace, Director of Content Strategy at Klaviyo, explains why her team starts with distribution first. Every piece gets a channel-specific promotion plan before a single word hits the doc. She shows how to manage requests from many squads with a simple Slack intake, keep quarterly roadmaps tight, and protect quality through legal checks and global regions. If you want a clear look at how big teams build content that stays useful and never doubles work, check out this episode.
👤 About Our Guest: Tracey Wallace
Tracey Wallace builds content engines for fast-growing SaaS teams. At Klaviyo, she joined before the IPO and now steers a global strategy that serves eight regions and multiple go-to-market squads. About 70 % of each piece uses Klaviyo data, and 80 % spotlights a customer story. This mix turns content into powerful fuel for demand, retention, and teamwork. Tracey makes for great listening as she's open about challenging topics. In the past she has spoken about managing lay-offs and the myth of "one-off thought leadership."
📻 About This Season of the Animalz Podcast: Enterprise Content Marketing
This season on the Animalz Podcast, we’re pulling back the corporate curtain to show you how the largest, most complex B2B SaaS teams actually get content out the door. Our mission: demystify these hidden machines and reveal what it really takes to run content at scale.
Hear from content leaders of some of the biggest names in SaaS sharing the systems they've built, the battles they've fought, and the lessons they've learned along the way.
⏳ Timestamps
- 00:00 – Why big teams need a new content playbook
- 05:50 – Moving from creation first to distribution first
- 06:10 – No one visits your site unless you send them
- 09:05 – Content as the hub for every channel and squad
- 13:02 – Saying no to ideas without a distribution plan
- 13:41 – The distribution test: how will you promote this
- 16:56 – Rule: no plan, no content
- 20:22 – Bi-weekly syncs stop duplicate work
- 25:31 – Skipping a formal intake keeps discipline
- 27:10 – Handling legal, procurement, and global rollouts
🌐 Mentioned Links & Resources
- Klaviyo (throughout): Email & SMS marketing platform where Tracey leads content strategy, operating in eight regions.
- Contentment (newsletter) (03:32): Tracey’s Workweek-hosted newsletter for content marketers, sharing operational insights.
- Workweek (03:34): Media company that hosts Tracey’s newsletter and supports B2B creators.
- Substack app (02:41): Tracey’s preferred “lean-back” reading platform, illustrating content consumption habits.
- Help Center & Academy teams (20:31): Klaviyo’s documentation and education teams, collaborating closely on bi-weekly alignment.
Follow Tracey Wallace for more practical content strategy insights by subscribing to her newsletter Contentment. Explore Klaviyo’s approach to content at their blog.
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