Zapier: Lane Scott Jones on proving a 454% content ROI (rerun)

In this episode of Content Briefly, we’ve interviewed Lane Scott Jones, Director of Corporate Marketing (Interim) at Zapier, and discussed her innovative strategies for achieving a staggering 454% content ROI, the expansion of her marketing team to 20 members, the reasoning behind Zapier's prolific output of 85 articles per month, and more.

This episode is brought to you by our friends at Campfire Labs (https://www.campfirelabs.co/).

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Timestamps:

00:00 Intro
02:33 Who is Lane Scott Jones?
02:55 Lane’s Background.
03:42 What’s Zapier?
04:47 The target personas at Zapier.
06:51 How Zapier manages hundreds of use cases.
09:15 The team makeup at Zapier.
17:24 Community at Zapier.
19:08 Zapier’s version of content ops.
20:53 Tracking content success at Zapier [Content ROI].
31:14 Content ROI reporting at Zapier.
36:01 Who the Head of Content reports to at Zapier.
36:35 Headcount at Zapier and collaboration.
38:44 Documentation and automation process at Zapier.
41:12 Use cases for generative AI like ChatGPT.
49:20 Learn more about Lane and Zapier and get in touch.
51:08 Outro

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Useful Links:

Website: https://zapier.com/
Lane on LinkedIn: https://www.linkedin.com/in/lanescottjones/

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Stay Tuned:

► Website: https://www.superpath.co/
► YouTube: https://www.youtube.com/@superpath
► LinkedIn: https://www.linkedin.com/company/superpath/
► Twitter: https://twitter.com/superpathco

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Content, Briefly is also supported by Minuttia (https://minuttia.com).