In this season-two wrap-up, Animalz hosts Ty Magnin and Tim Metz distill insights from over a dozen enterprise content leaders into actionable takeaways for content marketers. Enterprises are slower to adopt AI than startups due to risk and brand scrutiny, and the “role of content” varies widely, from being a measurable growth lever (like Zapier’s 454% ROI) to a strategic support function for complex sales (Autodesk, Microsoft).

High-impact “big bets” succeed by building on smaller wins over years, while the most effective teams require every content pitch to secure distribution channels before production. Ultimately, governance, analytics, and intake processes determine success at scale. As Ty and Tim put it: “It’s about matching the role of content to the business model.”

📻 About This Season of the Animalz Podcast: Enterprise Content Marketing

This season on the Animalz Podcast, we’re pulling back the corporate curtain to show you how the largest, most complex B2B SaaS teams actually get content out the door. Our mission: demystify these hidden machines and reveal what it really takes to run content at scale.

Hear from content leaders of some of the biggest names in SaaS sharing the systems they've built, the battles they've fought, and the lessons they've learned along the way.

⏳ Timestamps

00:00 – Intro: why enterprise content stays hidden
02:15 – Role of content: growth vs support
05:01 – Org structure: teams built for scale and collaboration
08:16 – Intake: from order takers to consultants
10:43 – Distribution first: no content without a channel plan
13:29 – Governance and approval: legal, brand, cross-team checks
16:14 – Measurement and ROI: own analytics; Zapier’s 454% ROI
18:57 – Big bets: stack small wins (Square, MoEngage)
21:22 – AI adoption: why big brands move slow and where it fits
23:49 – More: stay tuned for season 3

🌐 Mentioned Links & Resources

AlexanderJarvis.com – Collection of Memos (00:52): Tim’s in-flight reading—an archive of business and political memos for strategic inspiration.
Zoom, Klaviyo, Dropbox, Square, Microsoft, Okta, Zapier, Autodesk (04:37): Enterprises featured this season as examples of effective content engines.
The Way Up with Guy Raz (Square) (09:05): Mallory Russell’s “big bet” campaign—an example of narrative-driven, high-impact content at scale.

Stay updated on content strategy insights at Animalz or connect with the team on LinkedIn.

💡 Enjoyed this conversation? Subscribe to our podcast wherever you listen to podcasts, or head over to Animalz Podcast. You can also follow us on X or LinkedIn.

“True Doctrine, Understood, Changes Attitudes and Behavior”| Todd B .Parker | January 2015