The Animalz Content Marketing Podcast

This season wrap-up features insights from top enterprise content leaders, discussing how B2B content creation evolves. AI's role in enhancing ideation and editing stands out, while brand integrity remains a challenge. The hosts explore ambitious content projects that grow from small concepts into major assets. Innovative distribution strategies, including the idea of a 'flying distribution engine,' highlight collaboration's importance. Finally, understanding content needs through sales team engagement and effective governance processes is crucial for success.

Kate Pluth, Director of Content Strategy at Qualtrics and former Head of Content Strategy at Dropbox, shares her expertise on optimizing content creation in SaaS companies. She reveals how agile, cross-functional teams streamline workflow and the role of AI in boosting productivity. Kate discusses creating a database-driven content calendar that tripled output without extra costs, maintaining brand voice amidst rapid changes, and leveraging automation to give creative teams more focus on impactful work.

In this engaging discussion, Lauren Everitt, Director of the newsroom at Okta, shares her expertise in transforming content teams into dynamic editorial engines. She emphasizes a 'story first, channel second' approach and introduces the concept of 'second-day coverage.' Lauren discusses blending executive insights with customer narratives, while also using AI to enhance but not replace the human touch in content creation. Her experiences at Slack and her journalistic background lend a unique perspective on storytelling in the tech industry.

Kirti Sharma, Director of Product Marketing at Adobe Learning Manager and Captivate, dives into the powerful interplay of SEO and thought leadership. She highlights how AI tools like Copilot and Firefly can streamline content creation while maintaining a human touch. Kirti emphasizes the importance of understanding softer signals like brand mentions and influencer feedback over traditional metrics. By integrating original research and aligning content with business goals, she demonstrates how to create memorable content that drives real revenue.

Jennifer Clark, Content Marketing Lead at Zoom, discusses her innovative approaches to transforming content into a revenue generator. She shares how her small team manages over 300 projects annually, bridging departments like product, sales, and SEO. Clark emphasizes the significance of collaboration and storytelling in content strategy while integrating AI tools to enhance productivity. She also details her unique management techniques, such as clear project clarifications and dynamic prioritization, ensuring every piece ties back to real business outcomes.

Mallory Russell, former VP of Global Integrated Content Marketing at Square, transformed a simple blog into a thriving 40-person content engine. She discusses the necessity of linking content strategy to broader business goals and challenges the traditional view of content as a mere channel. Mallory shares insights on using AI to enhance efficiency, turning big ideas into tailored audience materials. Her approach emphasizes storytelling and collaboration, ensuring that diverse perspectives drive impactful content that engages customers throughout their journey.

Stephanie Losee, a seasoned content leader with experience at Dell and Visa, shares her insights from Autodesk on running effective content teams. She discusses building newsroom-style operations and the importance of earning stakeholder trust. Stephanie emphasizes cross-departmental collaboration, tackling silos, and how to secure buy-in for innovative content strategies. Her practical tactics highlight how small teams can achieve big results by focusing on quality and collaboration, proving that content success hinges on strong relationships and adaptability.

Lane Scott Jones, who leads Content and Corporate Marketing at Zapier, reveals the secrets behind building a 30-person content powerhouse that boasts an impressive 454% ROI. She discusses leveraging AI to enhance productivity while maintaining a personal touch in storytelling. Lane highlights the importance of balancing Product-Led Growth with enterprise efforts and shares innovative workflows for targeting different audience segments. Listeners will gain actionable insights into measuring content impact and integrating AI into marketing strategies.

Tracey Wallace, Director of Content Strategy at Klaviyo, is a master of building scalable content engines for fast-growing SaaS companies. In this conversation, she reveals her unique approach to content marketing that prioritizes distribution before content creation. Tracey shares insights on coordinating multiple teams, utilizing data and customer stories, and maintaining quality through legal checks. She also discusses the challenges of transitioning strategies from startups to large enterprises and the importance of effective content governance.

Enterprise content only works when people see it. In this episode, Aditya Vempaty, VP of Marketing at MoEngage, shows you how to build content that spreads and brings in revenue.He starts every project with customer calls. Their words turn into clear messages and sharp ideas. His team builds content “with distribution in mind,” leverages customer research as a non-negotiable input, and uses “borrowed authority” from partners and customers to widen reach. They delete dead posts, keep the few that pull traffic, and rebuild tight topic clusters that tie straight to revenue.Aditya breaks down the simple process, quick data checks, and customer-first focus that help large teams move fast.👤 About Our Guest: Aditya VempatyAditya Vempaty is the VP of Marketing at MoEngage, a $100M ARR customer engagement platform. He’s built enterprise content engines at Amplitude, Unit21, and MoEngage, specializing in programs that start with customer pain points and end with measurable growth. Aditya’s approach centers on operational rigor, customer interviews, and collaborative content with partners, proving that content can drive real business impact, even in large, complex organizations.📻 About This Season of the Animalz Podcast: Enterprise Content MarketingThis 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.⏳ Timestamps00:00 – “If you can’t tell me how you’ll share it, we won’t make it.” Why distribution comes first05:56 – How Amplitude, Unit21, and MoEngage built their content engines08:15 – Using content to grow MoEngage’s U.S. footprint10:13 – Weekly customer calls: a must, not a maybe11:30 – Interviews are the answer key for strategy13:08 – Where AI helps and where it doesn’t22:51 – Flagship pieces powered by “borrowed authority”27:06 – Partner content that widens reach30:56 – Webinars that turn into demo machines36:40 – Cutting 90% of posts to focus on winners41:24 – Moving from Zoom to Ztl for quick repurposing45:40 – Crafting MoEngage’s next flagship with customers and partners🌐 Mentioned Links & ResourcesHow to Take Over the World (podcast by Ben Wilson) (02:06): Aditya’s go-to for leadership inspirationMoEngage (06:26): Customer engagement platform where Aditya leads North American marketingAmplitude (06:06): Product analytics company; site of Aditya’s first major content engineUnit21 (22:28): SaaS company where Aditya produced the ‘Manual of Fraud’ with partner brandsNutanix & Synthego (06:06): Earlier companies in Aditya’s marketing leadership journeyMercury, Brex, Pinwheel, Lithic (24:50): Co-authors on Unit21’s flagship content, exemplifying “borrowed authority”Inbox Monster & Movable Ink (30:59): Email partners in MoEngage’s high-performing webinarsZuddl (41:41): New platform for instant webinar clips and transcriptsCustomer Engagement Book (MoEngage) (45:50): Upcoming flagship asset built on the borrowed-authority modelConnect with Aditya Vempaty to learn more about building content engines that drive real business results. Explore MoEngage’s resource library for examples of flagship, partner-driven content in action.💡 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.