Content, Briefly Zapier: How Lane Scott Jones proved a 454% ROI on content
Jul 31, 2023
Lane Scott Jones, Head of Content Marketing at Zapier, shares how she achieved a staggering 454% ROI on content marketing. She reveals strategies behind scaling her team from four to twenty and the remarkable output of 85 articles each month. The discussion dives into the integration of AI to streamline editing workflows and highlights the significance of community engagement and automation in content success. Lane also addresses the challenges of demonstrating content's value amidst budget cuts and economic uncertainty.
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Zapier's Evolving Target Audience
- Zapier's target audience has evolved from individual power users to those who can influence company-wide adoption.
- This shift focuses on automation's business impact, not just personal productivity.
Prioritizing Content Topics
- Content teams should prioritize topics based on potential customer value and success with the product.
- This approach ensures content effectiveness beyond just driving traffic.
Content Ops at Zapier
- Zapier's content operations team started with one person, Janine, who initially worked as an editor.
- Her focus on data and reporting led to the creation of a compelling content ROI report.