If there’s one thing your content team wants you to know it’s that they do a heck of a lot more than just writing blog posts.

Content marketers are strategists to their core. They architect a playground of content for today’s self-serve buying teams to navigate—carefully balancing the need to drive prospects through the funnel while creating brand content that engages and delights.

In this episode of The Marchitect, Rowan Noronha, Founder of the Product Marketing Community chatted with three content marketing leaders at the top of their game:

Heike Young, Senior Director, Content Strategy at Salesforce, Ashley Faus, Content Strategy Lead at Atlassian, and Devin Reed, Head of Content Strategy at Gong.

Heike, Ashley, and Devin gave us the low-down on the role of content marketing (and why it should really be called content strategy). They also shared their best practices for building an empowered content team to drive your company’s strategic initiatives, with metrics you can use to measure success.