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Zapier: Lane Scott Jones on proving a 454% content ROI (rerun)
Jul 22, 2024
Lane Scott Jones, Director of Corporate Marketing (Interim) at Zapier, shares strategies for achieving a 454% content ROI, expanding her team to 20 members, managing 85 articles per month, tracking content success, utilizing generative AI, and emphasizing the impact of community and documentation in content teams.
51:36
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Quick takeaways
- Proving a 454% content ROI at Zapier boosts content team recognition and resources.
- AI integration in content strategy at Zapier enhances processes like SEO research and content creation.
Deep dives
Content ROI Reporting and Value of Content Marketing
Calculating Return on Investment (ROI) for content at Zapier revealed a 454% ROI, showcasing the measurable impact of content on revenue. By providing concrete numbers through ROI reports, the content team obtained more resources and recognition within the organization, elevating content as a growth engine.
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