Navigating the Evolving Landscape of Content Marketing

How to turn an enterprise content team into a true newsroom? In this episode, Lauren Everitt explains how she built Okta’s in-house editorial engine on journalism-grade storytelling, data-driven analysis, and hard results. She shares her “story first, channel second” philosophy, the team’s unique “second-day coverage” approach, and the guardrails that keep 6,000 employees on brand.

You’ll learn how Okta blends executive insights, threat intelligence, and customer stories into high-impact content, and why they bet on lean, high-touch video. Lauren also shows how they use AI to speed up their processes while humans keep the final say. You’ll leave with a clear plan to scale content, guard quality, and prove real business value.

👤 About Our Guest: Lauren Everitt

Lauren Everitt is the Director of Content Marketing at Okta, where she leads a cross-functional team running one of the sharpest content engines. She leads Okta’s flagship "Businesses at Work" report. The ten-year study, which tracks app use at more than 18,000 companies, proves her knack for turning raw data into compelling stories.

Lauren mixes a reporter’s eye with enterprise skills. She built content programs during Slack’s rapid growth and its acquisition by Salesforce, and earlier reported across Africa and the US. That mix of fieldwork, scale, and data fluency now fuels content that earns trust and drives growth.

📻 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 – Intro: Why content engines stay mysterious
• 03:12 – Career path: Journalism to Slack to Okta
• 11:35 – The Reader: Her empathy playbook
• 14:46 – Storytelling Beats tactics
• 24:38 – Proving value and winning headcount
• 25:33 – Businesses at Work: Data into stories
• 27:03 – Tapping internal experts
• 30:41 – Second-day coverage for CISOs and CIOs
• 33:55 – Executive Exchange: Filming thought, skipping legal bottlenecks
• 37:18 – AI speeds prep, humans finish
• 38:22 – Workflow: AI draft, expert polish
• 43:19 – Voice training at scale
• 47:15 – Follow Lauren and Okta

🌐 Mentioned Links & Resources

• The Reeder (Devin Reid) (01:58): Lauren Everitt’s go-to newsletter for audience empathy and voice inspiration in content creation.
• Content Marketing Institute (02:19): An example of strong writing quality in the content marketing space.
• Minuscule (02:34): A personal media pick: short, dialogue-free animated stories about insects.
• Tim’s Africa Documentary Project (10:58): An early-2000s web series filmed and edited in Africa, capturing a first-time visitor’s perspective through weekly on-the-spot storytelling.
• Businesses at Work Report (15:02): Okta’s decade-long flagship data report, now managed by the newsroom team.
• Okta Secure Identity Commitment (16:05): The company-wide initiative that guides newsroom content themes after a security incident.
• Executive Exchange (17:16): Okta’s short-form C-suite video interview series, sharing insights from industry leaders.
• Oktane (23:14): Okta’s annual flagship event, with 2024 coverage featuring broadcast-style video recaps.
• Jasper (27:28): The main AI writing assistant for the content team, helping personalize assets at scale.
• Okta University (30:54): The internal training platform enforcing voice-and-tone standards and AI-governance modules.
• Wickstrom Dairies video (32:51):  Slack customer story filmed on a Northern California dairy farm, showing how the farm coordinates milking and operations entirely through Slack.

Connect with Lauren Everitt to follow her work and see how Okta’s newsroom-driven content engine operates in real time.

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