The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#108: Content | The Role of Content Operations, Treating Content Like a Product, and Optimizing for the SERPs (with Janine Anderson, Content Operations Manager at Zapier)

Dec 19, 2023

This episode of the podcast explores content operations and how it influences content marketing strategies. They discuss optimizing content for search engine results, distribution strategies, measuring content performance, and treating content as a product. They also highlight the importance of building strong relationships between creative people and marketing ops, and provide advice for marketers on embracing curiosity and a journalistic mindset.

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Introduction

00:00 • 3min

Content Teams and Managing Content

02:41 • 5min

Measuring and Defining Content Performance

08:11 • 14min

Treating Content Like a Product and Optimizing Results

22:25 • 3min

Building Strong Relationships between Creative People and Marketing Ops

25:52 • 15min

Advice for Marketers: Embracing Curiosity and the Value of a Journalistic Mindset

40:28 • 4min

In this week's episode, Dave talks with Janine Anderson about her Content Operations Manager role Zapier, and the career moves that led her to this point.

They cover:

How content should meet the intent of the searcher
Distribution to get in front of the right people if inbound isn’t an option
Re-optimizing content when it falls out of the SERPs
How Zapier thinks about measuring content
How content influences behaviors later in the funnel
And other content rants from Dave and Janine that you don't want to miss

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