AI-powered
podcast player
Listen to all your favourite podcasts with AI-powered features
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.
45:28
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Zapier's content marketing strategy has demonstrated a remarkable 454% ROI, showcasing its importance as a revenue-generating function rather than just brand awareness.
- The content team at Zapier has expanded significantly from four to twenty members, enabling the publication of 85 blog posts monthly to support various marketing strategies.
Deep dives
Measuring Content Marketing Success
Content marketing at Zapier has proven to be a significant driver of ROI, showing a remarkable 454% return on investment. This compelling figure reflects a shift in perception regarding the value of content, moving it from a mere brand awareness tool to a crucial revenue-generating function. The calculation involved evaluating various costs associated with content production against the revenue it influences, particularly focusing on upgrades and signups stemming from content engagement. Presenting this data has empowered the content team to secure additional resources and expand its capabilities effectively.
Get the Snipd
podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered
Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any
moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share
& Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered
podcast player
Listen to all your favourite podcasts with AI-powered features
Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode