What does it take to turn a scrappy content team into a high-output, high-ROI enterprise content engine? In this episode, Lane Scott Jones shares the blueprint behind Zapier’s content machine: how she proved 454% ROI, built a 30-person team from four, and used AI to scale output by 30%, all while keeping a strong human editorial voice. Lane shows how she turns content into a growth driver, keeps PLG and SLG in sync, and handles the politics and complexity of enterprise marketing. Get actionable frameworks for measuring content impact, integrating AI, and building a content team that earns a seat at the executive table.
👤 About Our Guest: Lane Scott Jones
Lane Scott Jones leads Content and Corporate Marketing at Zapier. She grew a four-person blog into a 30-person team that now attracts more than 4.5 million monthly visitors. Lane pairs rigorous operations with sharp storytelling, blending data, automation, and AI to drive revenue. She builds repeatable content systems, rolls out Zapier’s internal AI tools, and consistently proves content’s ROI to the C-suite.
📻 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 – Introduction: Why enterprise content engines matter
- 03:12 – Lane’s path from email to Zapier content lead
- 06:34 – Content drives growth but lacks exec sway
- 08:32 – ROI proof: Zapier’s ROC$ and 454 percent metric
- 11:45 – Turning hard numbers into bigger budgets
- 16:30 – Serving builders versus buyers in SaaS
- 20:12 – AI hackathons that build real skills
- 23:20 – Fast, journalistic content for launches
- 27:27 – Where AI fits in the workflow
- 29:08 – Automating customer stories in seconds
- 32:01 – LaneBot: custom GPTs for ops gaps
- 34:35 – Tech stack: Airtable, Zapier and friends
- 35:19 – Distribution playbook: LinkedIn first
🌐 Mentioned Links & Resources
Connect with Lane Scott Jones to follow her latest thoughts on enterprise content operations, AI adoption, and building content systems that scale. Explore Zapier’s blog to see these strategies in action.
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