Stacking Growth | The B2B Go-to-Market Podcast

S3 E24 - Building a Strategic Content Marketing Team | Lane Scott Jones - Head of Content @ Zapier

Aug 24, 2023

Lane Scott Jones, Head of Content at Zapier, talks about the challenges of transitioning from an agency to in-house role and the need for content to be seen as a strategic function. She shares insights into Zapier's content team structure and the impact of content on the company's ROI.

57:42

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Episode guests

Lane Scott Jones

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Episode notes

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Quick takeaways

Lane Scott Jones emphasizes the importance of understanding the mechanics behind the business and mapping content to business goals in order for content to be seen as a strategic function.

Zapier developed their own return on content spend (ROCs) model to prove the ROI of their content initiatives, achieving an impressive 454% return on investment for every dollar invested in content and gaining recognition for their impact.

Deep dives

The Content Team Structure at Zapier

The content team at Zapier has seen significant growth and transformation over the years. When Lane Scott Jones joined Zapier, the team consisted of just four people focused primarily on the blog. Today, the team has expanded and includes separate teams for top-of-funnel and mid-funnel blog content, marketing campaigns, video, user education, and content strategy and operations. This structure allows the team to cover a wide range of content needs and ensure alignment with the overall marketing and company goals.

Introduction

2min

Transitioning from Agency to In-house Content Marketing

26min

The Relationship between Content Marketing and Demand Generation

5min

Building a Content Marketing Team at Zapier

5min

The Role of an Analytics Guru in the Content Marketing Team

2min

Measuring Success and Driving High-Quality Leads

4min

Proving Content ROI and Calculating Return on Content Spend

13min

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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