Explore every episode of the podcast The Animalz Content Marketing Podcast
| Title | Pub. Date | Duration | |
|---|---|---|---|
| How the Enterprise Content Engine Works: Season Wrap-up | 26 août 2025 | 00:24:11 | |
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.”
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.
🌐 Mentioned Links & Resources
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. | |||
| Kate Pluth on Scaling Content at Dropbox With AI and Taste | 19 août 2025 | 00:42:24 | |
What does it really take to run a high-output, high-quality content engine inside a global SaaS company? In this episode, Kate Pluth, former head of Dropbox’s Content Strategy team, explains how she built an operation where structure, data, and editorial taste work in sync. She shares how agile, cross-functional pods keep work moving, how a database-driven content calendar tripled output without increasing budget, and how automation and AI shape day-to-day content operations. You will hear practical ways to handle constant change, keep brand voice consistent, and give creative teams more time to focus on the work that matters. 👤 About Our Guest: Kate Pluth Kate Pluth is the Director of Content Strategy at Qualtrics and the former Head of Content Strategy at Dropbox. Her career includes creating global content networks for Fortune 500 brands at Metia, scaling editorial systems at Dropbox, and introducing AI-powered tools used by more than a dozen teams. She has a hands-on approach that includes tripling output through automation, removing silos between teams, and tying every initiative to measurable business results. Her unique experience offers valuable lessons for any content leader running an enterprise operation. 📻 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
🌐 Mentioned Links & Resources
Connect with Kate Pluth to follow her work on content ops, automation, and enterprise strategy. 💡 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. | |||
| Lauren Everitt on Okta's Newsroom-Driven Content Strategy | 12 août 2025 | 00:41:37 | |
How to turn an enterprise content team into a true newsroom? In this episode, Lauren Everitt explains how she built Okta’s in-house editorial engine on journalism-grade storytelling, data-driven analysis, and hard results. She shares her “story first, channel second” philosophy, the team’s unique “second-day coverage” approach, and the guardrails that keep 6,000 employees on brand. You’ll learn how Okta blends executive insights, threat intelligence, and customer stories into high-impact content, and why they bet on lean, high-touch video. Lauren also shows how they use AI to speed up their processes while humans keep the final say. You’ll leave with a clear plan to scale content, guard quality, and prove real business value. 👤 About Our Guest: Lauren Everitt Lauren Everitt is the Director of Content Marketing at Okta, where she leads a cross-functional team running one of the sharpest content engines. She leads Okta’s flagship "Businesses at Work" report. The ten-year study, which tracks app use at more than 18,000 companies, proves her knack for turning raw data into compelling stories. Lauren mixes a reporter’s eye with enterprise skills. She built content programs during Slack’s rapid growth and its acquisition by Salesforce, and earlier reported across Africa and the US. That mix of fieldwork, scale, and data fluency now fuels content that earns trust and drives growth. 📻 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
🌐 Mentioned Links & Resources
Connect with Lauren Everitt to follow her work and see how Okta’s newsroom-driven content engine operates in real time. 💡 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. | |||
| Kirti Sharma (Adobe) on Original Content AI Can’t Copy — and Buyers Remember | 05 août 2025 | 00:43:56 | |
Kirti Sharma runs marketing for Adobe Learning Manager and Captivate. She starts every plan with product marketing insights, treating them like a sixth sense. A 2,000-person survey feeds reports, keynotes, and posts that AI tools cannot copy, while channels follow, not lead. Her two-tier workflow lets Copilot and Firefly draft low-risk pieces and keeps thought leadership human. Kirti also flips the scoreboard. Keyword ranks matter, but she now tracks softer signals such as brand mentions in LLMs, event buzz, and influencer shout-outs. Those cues prove that her message sticks long before a deal closes. Hear how this mix of research, AI, and sharp positioning drives real revenue.
Kirti Sharma is the Director of Product Marketing at Adobe Learning Manager and Captivate. She steers product, demand, and content marketing for a 250-person unit at Adobe. Before Adobe, she helped Whatfix win early SEO gains with a tight content plan and later led a 25-person content and design crew at Sprinklr. Kirti blends SEO with thought leadership instead of treating them as separate jobs. Every piece of content maps to clear business goals like product adoption and customer retention. Her hands-on work with AI, modular assets, and team workflows shows how big companies can scale content without losing relevance or results. 📻 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.
🌐 Mentioned Links & Resources
Connect with Kirti Sharma to follow her enterprise content insights and leadership at Adobe. 💡 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. | |||
| Jennifer Clark (Zoom) on Turning Content From Cost Center to Revenue Powerhouse | 29 juil. 2025 | 00:38:29 | |
Jennifer Clark turns Zoom content into revenue. She runs a small team that treats every post, video, and webinar like a sales tool. Their pod setup pulls product marketing, lead gen, and writing into one tight team. Jobs land in Zoom Docs, get sorted fast, and appear on dashboards that show actual wins, such as demo bookings and live sales calls. Last year, the team shipped 300 pieces by sharing work across pods, using Zoom AI Companion and other simple tools for call notes, outlines, and reports, while keeping a clear, open culture.
Jennifer Clark is the Content Marketing Lead at Zoom, where she leads a small team that produces over 300 content projects a year for a 7,000-person global enterprise. She has built scalable systems that bridge teams across product, sales, and SEO, ensuring every asset aligns with business goals and brand voice, even through multiple reorgs and shifting priorities. She once turned technical topics into engaging, SEO-driven resources at TaxJar. Now, at Zoom, she rallies teams across ten time zones, keeps quality high as output soars, and ties every blog, story, and webinar to real revenue. Her blend of tight process and creative tests gives you a clear map for high-volume work, office politics, and the fast pace of enterprise SaaS. 📻 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
🌐 Links and Resources From the Episode
Follow Jennifer Clark for more content marketing insights. 💡 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. | |||
| Mallory Russell on Earning AI Mentions and Winning Discovery Beyond SEO | 22 juil. 2025 | 00:44:03 | |
Mallory Russell took Square from one blog to a 40-person content engine that spans editorial, web, social, and organic search. She believes content must be strategic, measured, and linked to every go-to-market move. Big ideas start small, then grow into reports, webinars, and sales assets. She challenges marketers on attribution: "Content is not a channel; it fuels many.” Her team uses Gen AI to reclaim time, keep a living library, slice big pieces into audience-specific clips, and let editors guard quality. Tune in to learn how large content teams really win.
With more than fifteen years of leading content for mission-driven brands, Mallory Russell has proved how strategic storytelling drives growth. At Square, she expanded a blog into a 40-person engine spanning editorial, SEO, social, and web, building a culture where every piece starts with audience insight and fuels steady, organic results. Her edge is equal parts vision and process. Award-winning series like "The Bottom Line" and "Running a Restaurant is No Joke" show how she links content, web, and search. She keeps teams ahead of trends, fixes silos, and guards quality as channels keep shifting. Her approach turns sprawling operations into focused work that earns measurable, lasting success. 📻 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: Solo marketer to enterprise leader • 10:00 – Inheriting and growing Square’s blog • 14:59 – Scaling to a 40-person content team • 15:25 – From SEO to “organic discovery” • 18:46 – Turning “Future of Commerce” into a tent-pole • 23:40 – Pilots first: prove value, then scale • 27:17 – Strategic briefs and cross-team lifts for top-funnel • 39:33 – Rethinking metrics: “content isn’t a channel” • 44:13 – Beyond SEO: new platforms and algorithms • 46:40 – Gen-AI for speed, not volume • 47:06 – Quality over quantity in the AI era • 52:10 – Earning authority in AI-driven search • 53:40 – Connect with Mallory 🌐 Mentioned Links & Resources • Square / Block Inc.: The fintech company where Mallory built and led a 40-person organic marketing organization, shaping the enterprise content engine discussed in the episode. • Future of Commerce: Square’s annual tent-pole research report, now a multi-format content platform and cornerstone of their strategy. • The Bottom Line: Square’s branded publication that replaced the original Town Square blog, focusing on actionable insights for business owners. • The Way Up (with Guy Raz): Video-podcast series from Square featuring entrepreneurs’ growth stories, hosted by Guy Raz. • Running a Restaurant Is No Joke (with Eric Wareheim): Comedy-infused content series aimed at restaurant owners, starring Eric Wareheim. • MalloryARussell.com: Mallory’s personal website, featuring her portfolio and information on consulting and fractional work. Connect with Mallory Russell for more insights on building and scaling enterprise content engines via LinkedIn or at her personal site. 💡 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. | |||
| Stephanie Losee (Autodesk) on Making Content Work in Matrix Organizations | 15 juil. 2025 | 00:43:24 | |
Running an enterprise content engine that truly moves revenue demands more than shiny AI tools and blog posts. In this episode, Stephanie Losee details how she built newsroom-style content teams at large companies. She shares hard-won lessons from Autodesk on earning stakeholder trust, pooling budgets for projects, and defending quality even when everyone wants a say. Stephanie digs into practical tactics for securing buy-in, driving cross-functional collaboration, and using small, focused teams to punch far above their weight.
Stephanie Losee has led content engines at some of the world’s largest brands, including Dell and Visa. As the Director of Industry & Portfolio Marketing Content at Autodesk, she oversees global executive thought leadership, research, and key account content. Stephanie’s newsroom-inspired approach has helped her teams win “Content Team of the Year” and deliver programs that drive measurable business outcomes, proving that even small teams can have outsized impact when they focus on trust, quality, and collaboration. 📻 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
🌐 Mentioned Links & Resources
Connect with Stephanie Losee to follow her work on enterprise content, newsroom leadership, and high-impact content programs. For more on her team’s flagship research, explore Autodesk’s State of Design & Make Report. 💡 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. | |||
| Inside Zapier’s 454% ROI Content Engine With Lane Scott Jones | 08 juil. 2025 | 00:39:36 | |
What does it take to turn a scrappy content team into a high-output, high-ROI enterprise content engine? In this episode, Lane Scott Jones shares the blueprint behind Zapier’s content machine: how she proved 454% ROI, built a 30-person team from four, and used AI to scale output by 30%, all while keeping a strong human editorial voice. Lane shows how she turns content into a growth driver, keeps PLG and SLG in sync, and handles the politics and complexity of enterprise marketing. Get actionable frameworks for measuring content impact, integrating AI, and building a content team that earns a seat at the executive table. 👤 About Our Guest: Lane Scott Jones Lane Scott Jones leads Content and Corporate Marketing at Zapier. She grew a four-person blog into a 30-person team that now attracts more than 4.5 million monthly visitors. Lane pairs rigorous operations with sharp storytelling, blending data, automation, and AI to drive revenue. She builds repeatable content systems, rolls out Zapier’s internal AI tools, and consistently proves content’s ROI to the C-suite. 📻 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.
🌐 Mentioned Links & Resources
Connect with Lane Scott Jones to follow her latest thoughts on enterprise content operations, AI adoption, and building content systems that scale. Explore Zapier’s blog to see these strategies 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. | |||
| Tracey Wallace Explains Her No-Content-Without-Distribution System at Klaviyo | 01 juil. 2025 | 00:31:19 | |
Tracey Wallace, Director of Content Strategy at Klaviyo, explains why her team starts with distribution first. Every piece gets a channel-specific promotion plan before a single word hits the doc. She shows how to manage requests from many squads with a simple Slack intake, keep quarterly roadmaps tight, and protect quality through legal checks and global regions. If you want a clear look at how big teams build content that stays useful and never doubles work, check out this episode. 👤 About Our Guest: Tracey Wallace Tracey Wallace builds content engines for fast-growing SaaS teams. At Klaviyo, she joined before the IPO and now steers a global strategy that serves eight regions and multiple go-to-market squads. About 70 % of each piece uses Klaviyo data, and 80 % spotlights a customer story. This mix turns content into powerful fuel for demand, retention, and teamwork. Tracey makes for great listening as she's open about challenging topics. In the past she has spoken about managing lay-offs and the myth of "one-off thought leadership." 📻 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.
🌐 Mentioned Links & Resources
Follow Tracey Wallace for more practical content strategy insights by subscribing to her newsletter Contentment. Explore Klaviyo’s approach to content at their blog. 💡 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. | |||
| Aditya Vempaty (MoEngage) on Borrowed Authority: Partnerships That Multiply Reach | 24 juin 2025 | 00:49:05 | |
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 Vempaty Aditya 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 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
🌐 Mentioned Links & Resources
Connect 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. | |||
| Inside Pipeline360’s Hand-Delivered Content Strategy With Matt Hummel | 17 juin 2025 | 00:36:30 | |
Get a front-row seat to a bold, unconventional approach to enterprise content with Matt Hummel, CMO of Pipeline360. In this episode, Matt shares how he personally flew out to hand-deliver a research report to over 700 marketers, shaping a content strategy built on trust. He explains how his team uses research-driven, one-on-one conversations to create personalized content, earn credibility, and unlock new revenue. You’ll hear why he sees ABM as a relationship-first strategy, how roadshows outperform automation, and why listening, not pitching, is the real deal.
Matt Hummel is a B2B marketing leader who’s run content, brand, and demand generation at some of the world’s top SaaS and professional services companies including Deloitte, Thomson Reuters, Demandbase, and Pipeline360. He specializes in building content systems that connect research, product, and revenue, and is known for operational rigor, stakeholder alignment, and an honest take on what works (and doesn’t) in enterprise content. As host of “The Pipeline Brew” podcast, Matt is on the front lines of the quality vs. quantity debate, sales-marketing alignment, and real-world AI adoption in content workflows. 📻 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
🌐 Mentioned Links & Resources
Connect with Matt Hummel for more insights on content, brand, and demand generation. Or listen to his podcast, “The Pipeline Brew,” for deeper dives into enterprise content strategy.
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| Rhonda Hughes on Enterprise Content That Creates Value, Not Noise | 10 juin 2025 | 00:45:26 | |
What does it really take to build a high-performing enterprise content engine? In this episode, Rhonda Hughes reveals how she transformed scattered content operations into award-winning, data-driven machines. She shares practical frameworks for turning content teams into strategic business partners, building pod-based structures, leveraging imperfect analytics, and balancing creativity with process. Rhonda also explains how to lead through chaos by balancing urgent requests with long-term structure. She shares how to keep content focused on what really drives business impact. 👤 About Our Guest: Rhonda Hughes Rhonda Hughes has spent nearly 20 years leading content and social teams at fast-growing SaaS companies like Zoom, Mural, SurveyMonkey, and Spiceworks. She’s known for building scalable content systems, connecting different teams, and turning content groups into strategic partners. Her approach blends strong operations with a clear focus on creating real value, making her one of the most practical voices in enterprise content today. 📻 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.
🌐 Mentioned Links & Resources
Connect with Rhonda Hughes to discuss enterprise content operations, team structure, and building content engines that create real business value.
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| Heike Young (Microsoft) on Building Trust and Influence With Employee-Led Content | 03 juin 2025 | 00:46:18 | |
See how Heike Young, Head of Content, Social & Integrated Marketing at Microsoft Advertising nails enterprise content. In this episode, Heike explains why she measures success by shifted perspectives, not just metrics, and how her team prioritizes influence over reach.
👤 About Our Guest: Heike Young Heike Young has built and led content teams at Salesforce and now Microsoft Advertising, where she oversees global blogs, YouTube, employee advocacy, and integrated campaigns. Her approach is rooted in operational rigor, deep cross-team alignment, and a belief that content’s true job is to change how audiences think. Heike’s frameworks help enterprise content leaders cut through silos, shift team roles toward analytics and operations, and unlock the creative power of employee voices, making her a go-to resource for anyone navigating the complexities of large-scale content. 📻 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
🌐 Mentioned Links & Resources
Connect with Heike Young to follow her latest content strategies, frameworks, and employee advocacy experiments.
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| Kay-Kay Clapp on Typeform’s Audience-Powered Content Strategy | 27 mai 2025 | 00:39:55 | |
Go behind the scenes of enterprise content marketing with Kay-Kay Clapp, Head of Content & Social at Typeform. In this episode, Kay-Kay reveals how leading B2B SaaS teams build content engines that fuel growth without sacrificing creativity or speed. She shares practical frameworks for managing content debt, running large-scale campaigns, and collaborating with subject matter experts, all while navigating the unique challenges of enterprise environments.
Kay-Kay Clapp has built and led content operations at some of SaaS’s most respected brands, including iFixit, Appcues, and now Typeform. She specializes in designing scalable systems that balance operational discipline with creative risk-taking, helping enterprise teams ship memorable content at speed even in complex, highly matrixed organizations.
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
🔗 Mentioned Links & Resources
Connect with Kay-Kay Clapp for more insights on enterprise content operations and creative leadership. Explore Typeform’s blog to see these strategies 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 Xor LinkedIn. | |||
| Breaking Down the Walls of Enterprise Content Marketing (Season Intro) | 22 mai 2025 | 00:13:59 | |
“How do the largest, most complex B2B SaaS teams actually get content out the door?” Season 2 of the Animalz Podcast kicks off with hosts Ty Magnin (CEO) and Tim Metz (Director of Marketing and Innovation) pulling back the curtain on the real world of enterprise content marketing. Ty shares firsthand lessons from leading content at UiPath during hypergrowth, while Tim brings an outsider’s perspective, asking the “obvious” (and sometimes “stupid”) questions that rarely get answered. Together, they dig into why enterprise content operations are so complex, what’s really happening behind all the process and politics, and what they hope to learn from the experts they’ll interview this season. This season, you’ll hear how top B2B SaaS leaders:
Upcoming guests:
For more info and all episodes, visit animalz.co/podcast. Timestamped overview
01:16 — Why enterprise? 03:12 — Stereotypes vs. reality: 05:05 — From chaos to operating system: 07:09 — Handling stakeholders & prioritization: 08:28 — Complexity at Microsoft and beyond:
12:09 — Lessons for agencies & startups: 13:13 — Season sneak peek: 14:00 — Wrapping up & looking forward: | |||
| Yes, There Is Value in AI & Content: Season Wrap-up | 27 mars 2025 | 00:21:38 | |
In this season finale, hosts Ty Magnin and Tim Metz reflect on what they've learned from their conversations with seven AI content pioneers. They distill the key themes that emerged, from AI as a writing partner rather than a replacement to the rise of personality-driven marketing, and consider what the next 12 months might bring for content teams adopting AI.
00:00 Introduction and season recap question: Is there value in AI for content? 01:00 Key themes from the season's conversations 02:00 AI as a writing partner, not a replacement 04:00 Systems and workflows as the new competitive edge 08:00 The rise of personality as a critical element in marketing 11:00 The changing future of search and discovery 13:00 Predictions for the next 12 months of AI in content 15:00 What the hosts stole from their guests (voice memos, prompt techniques) 18:00 Second-order effects of AI adoption in content 21:00 Announcement of the next season on Enterprise Content
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| Alex Halliday (AirOps) on Making AI Content That’s Impossible to Copy | 25 mars 2025 | 00:45:35 | |
Alex Halliday takes us from Silicon Valley's coffee shops to the cutting edge of AI content strategy. He reveals how his company AirOps helps brands build sophisticated 50-step AI workflows that transform basic prompts into high-performing content. As founder and CEO, Alex shares his "treasure hunt" approach to uncovering unique organizational data and explains why the future belongs to content that's "impossible to copy." Drawing on his connections with OpenAI's leadership and experience implementing AI in real business contexts, Alex offers practical advice for content teams navigating the shift to AI-driven search — from optimizing for the "new middleman" of LLM-based experiences to finding the hidden knowledge assets that exist in every organization.
Before AirOps, Alex worked at Teespring, Masterclass, and Bungalow, building product expertise that informed his approach to AI workflow design. He has maintained connections in the AI world, including with OpenAI's Sam Altman, giving him unique insights on where the real value in AI is accruing: not just in the models themselves, but also in the implementation layer.
Hello... is there anybody out there creating real value with AI? The AI conversation in content marketing has become deafening — skeptics shouting from one side, shallow tips from enthusiasts on the other. But somewhere in this noise, there must be pioneers who've actually figured something out, right? We've gone on a search for the real pioneers — the ones who've ventured beyond the hype to succeed (or fail) spectacularly. Through their hard-won insights, we'll discover if there's actually something of value hiding in the noise, or if we're all just shouting into the void.
00:00 "It takes 30-50 steps, not 5-10, to create excellent AI content" 02:00 How Alex uses AI for research and information discovery 04:00 Moving into the "perfect information age" with AI synthesis 06:00 AI's impact on learning and creativity: benefits and risks 07:00 Alex's background and how AirOps evolved 09:00 Why human oversight remains essential in AI content workflows 11:00 Alex's connection to Sam Altman and early days in San Francisco 14:00 Where the real value is accruing in the AI landscape 15:00 The new rules of AI content: winning by being impossible to copy 17:00 Three types of content that AI can't easily replicate 20:00 Inside AirOps: How the platform builds sophisticated AI workflows 23:00 Advice for content teams doing "spray and pray" SEO 26:00 Finding your organization's unique "gold veins" of content 28:00 How to optimize content for the "new middleman" of AI search 32:00 Why Alex studies AI search despite leading a content creation platform 35:00 AirOps' strategic focus on content creation despite AI's broader potential 38:00 Alex's AI moonshot idea: context-rich meeting assistants
Follow Alex Halliday on LinkedIn or reach him at alex@airops.com to discuss AI content innovations and opportunities.
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| Ines Lee on Using AI to Grow Ali Abdaal's 6M+ YouTube Empire | 20 mars 2025 | 00:38:45 | |
In this episode, Ines Lee shares her journey from teaching economics at Oxford to leading content for Ali Abdaal's 6-million-subscriber YouTube empire. She offers practical insights into how her team balances AI efficiency with human creativity across their content operations.
For B2B marketers, she shares valuable lessons from the creator economy, including how to leverage personal brands and treat content as a product itself. About Our Guest: Ines Lee Ines Lee is the Head of Content for Ali Abdaal, a top YouTuber with over 6 million subscribers. Her unconventional path from academia to content creation began with a PhD in economics at Oxford and a postdoc at Cambridge before joining Ali's team in 2021.
00:00 "AI is like a cover band that hits all the notes perfectly" 01:00 Introduction to Ines Lee and today's conversation 03:00 Ines's content consumption habits: The Second Mountain and recent films 04:00 From PhD in economics at Oxford to content creation for Ali Abdaal 06:00 How economics training informs content strategy 07:00 The structure of a major YouTube creator's content team 09:00 How the ideation process works for YouTube videos 10:00 When AI first entered Ines's workflow (summer 2023) 11:00 Three main buckets of AI usage: video editing, content repurposing, and analysis 13:00 Using AI to reverse-engineer Ali's voice and build style guides 14:00 Why human judgment remains essential despite AI assistance 16:00 B2B lessons from the creator economy: the power of personal brands 18:00 Treating content as a product: what B2B can learn from creators 20:00 Ali's expansion into AI software with VoicePal 23:00 "AI gives us adequate content but lacks personality and jazz" 25:00 Current limitations of AI-generated video content 26:00 Developing custom AI agents to improve short-form content selection 29:00 Ines's AI prompt methodology: analyze first, then generate 30:00 "75% of good writing is thinking" - setting appropriate AI boundaries 32:00 A day in the life: how AI assists their YouTube content workflow 36:00 Where to follow Ines: LinkedIn and Side Road 38 on Substack Mentioned Links & Resources
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| Parthi Longanathan (Letterdrop) on AI-Powered Social Selling for the 99% | 18 mars 2025 | 00:43:14 | |
In this episode, Parthi Longanathan explains why his company pivoted from SEO content tools to LinkedIn-focused social selling and how this shift reflects broader changes in the content marketing landscape. After seeing declining demand for SEO services and changing search behaviors due to AI tools, Parthi recognized that AI-assisted, personality-driven content was becoming the clearer path to revenue.
About Our Guest: Parthi Longanathan Parthi Longanathan is the founder and CEO of Letterdrop. He worked as a product manager at Google on the search team and G Suite (now Google Workspace), giving him unique insights on how search works behind the scenes.
00:00 "I think a lot of people just misunderstand how to use LinkedIn" 02:00 Current trends in the RevOps space 04:00 Knowledge work automation and relationship-building 06:00 Parthi's background at Google and Letterdrop's evolution 08:00 Why Letterdrop pivoted from SEO to LinkedIn 10:00 Google search principles from an insider's perspective 13:00 How content marketers should think about search 16:00 The future of search and declining SEO investment 19:00 How Letterdrop's original SEO product worked 23:00 Building the LinkedIn growth engine for sales teams 26:00 Components of an effective LinkedIn strategy 28:00 Focusing on influencing "the thousand people who matter" 31:00 How AI enhances Letterdrop's LinkedIn content system 34:00 The reality about most people's "tone of voice" 37:00 The future of content marketing and knowledge work
You can also follow us on X (https://x.com/AnimalzCo) or LinkedIn (https://www.linkedin.com/company/animalz/). | |||
| Stewart Hillhouse on the AI Playbook for Tomorrow’s Content Teams | 13 mars 2025 | 00:43:08 | |
In this episode, Stewart Hillhouse shares a refreshingly practical perspective on how content teams can thrive in an AI-accelerated environment. Fresh from a three-year run as Head of Content at Mutiny and now heading to StoryArb as VP of Content, Stewart offers concrete workflows, AI prompting techniques, and a clear vision for how content teams should restructure for maximum impact. His approach emphasizes both speed and creativity—advocating for shorter planning horizons, integrated quarterly campaigns, and transparent marketing that acknowledges the audience's sophistication. Most importantly, he provides a framework for the "content team of the future" that leverages AI for operational tasks while positioning humans as strategic directors and personality-driven marketers.
Stewart Hillhouse has just completed a three-year tenure as Head of Content at Mutiny, where he developed campaigns that generated millions in pipeline while witnessing the company's growth from Series A through the emergence of generative AI. His background is unconventional — he started his career in forestry before making a pivot into content marketing through a self-initiated podcast where he interviewed marketing leaders.
You can also follow us on X (https://x.com/AnimalzCo) or LinkedIn (https://www.linkedin.com/company/animalz/). | |||
| Thenuka Karunaratne (daydream) on Building SEO Moats with AI | 11 mars 2025 | 00:34:03 | |
In this episode, Thenuka Karunaratne shares how companies can create sustainable competitive advantages ("moats") in SEO as AI transforms search. With extensive experience in programmatic SEO, Thenuka explains why simply using AI to generate content isn't enough — the real advantage comes from proprietary data and strategic implementation. Despite warning against "SEO on autopilot," Thenuka demonstrates the remarkable results possible with thoughtful AI integration. His case study with Twingate shows how programmatically created content quickly generated 50,000 monthly visits, with 20% of their demo page traffic coming from this content.
Thenuka Karunaratne is the co-founder and CEO of daydream, a platform that automates programmatic SEO. Founded in 2023 with $3.8M in seed funding, daydream builds on Thenuka's experience creating high-performance programmatic SEO systems.
We've gone on a search for the real pioneers — the ones who've ventured beyond the hype to succeed (or fail) spectacularly. Through their hard-won insights, we'll discover if there's actually something of value hiding in the noise, or if we're all just shouting into the void.
00:00 Why most content teams lack visibility in AI-driven search 01:30 Thenuka’s background in SEO and streaming 03:30 From affiliate sites to building a programmatic SEO platform 06:00 The problem with manual approaches to long-tail SEO 08:30 Two major changes in search: AI answer engines and programmatic content 11:00 Tools for measuring brand visibility in AI answer engines 13:00 Why “SEO on autopilot” is a marketing myth 15:30 How AI can automate the strategic aspects of growth marketing 19:00 Why the future of SEO requires more technical expertise 21:00 Twingate case study: using data breaches to drive programmatic SEO 25:00 Why proprietary data becomes your competitive moat 27:30 How SEO is becoming a product function rather than marketing 29:00 The future of search when “computers talk to computers”
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| Kyle Coleman (copy.ai) on Building Trust at Scale with AI-Synthesized Content | 06 mars 2025 | 00:38:02 | |
In this episode, Kyle Coleman, CMO at copy.ai, brings clarity and practical wisdom to the AI content conversation. His perspective is positive, practical, and backed by remarkable results: over $50 million in pipeline generated for copy.ai with just $37,000 spent on demand generation. Kyle introduces the concept of "AI-synthesized content" as distinct from "AI-generated content" — a framework that maintains human thinking and authenticity while dramatically scaling production. He articulates content's fundamental purpose as "building trust at scale" and demonstrates how thoughtfully implemented AI workflows can create content that remains authentic while becoming dramatically more scalable.
Kyle Coleman is the CMO at copy.ai, an AI platform for go-to-market use cases. His career began at Looker, where as the sixth employee he helped grow the company to $110 million in revenue and a $2.5 billion acquisition by Google.
Hello... is there anybody out there creating real value with AI?
00:00 "Do your research, know your audience, be a person" 02:00 Kyle's journey from Looker to copy.ai 06:00 Building a LinkedIn audience since 2020 08:30 AI enhances fundamentals but doesn't replace them 12:00 Kyle's voice memo to LinkedIn post workflow 13:00 The difference between AI-synthesized and AI-generated content 19:00 Why content marketers remain skeptical of AI 23:00 Systematic thinking for successful AI adoption 27:00 "People who like writing are people who like thinking" 29:00 $50M pipeline on $37K spend: copy.ai's content flywheel 32:00 "Effective content builds trust at scale" 36:00 The new content culture is a workflow culture
Enjoyed this conversation?
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| AI as a Personal Trainer for Writers: A Conversation with Nathan Baschez of Lex | 04 mars 2025 | 00:39:00 | |
In this episode, Nathan Baschez offers a refreshing perspective on AI writing tools. He explains we're still at "the very bottom of the S-curve of adoption" for writers embracing AI. Meanwhile, programmers have rapidly integrated these tools into their workflows. This gap represents both challenge and opportunity.
Nathan Baschez is the founder and CEO of Lex, a tool that reimagines writing for the AI era. His unique perspective comes from a career spent in content, media, and tech. He was previously VP of Product at Substack, Head of Product at Gimlet Media, and co-founder/president of Every, a business and technology publication bundle.
00:00 "We're at the bottom of the AI adoption curve" 01:16 "Pioneers in AI content creation" 02:04 "What content have you been consuming?" 04:02 "Lex: AI-enhanced writing for better results" 06:14 "Lessons from Gimlet, Substack and beyond" 08:38 "The birth of Lex as a side project" 11:00 "From 25,000 signups to company spinout" 15:05 "Why don't more writers use AI?" 17:23 "AI as a collaborator, not a replacement" 19:37 "The fear of being judged for using AI" 24:00 "The masochism in writing culture" 26:39 "Nathan's AI writing workflow" 28:00 "Reverse outlining and canvas features" 30:00 "The ABCD feedback framework" 33:00 "Proving reading still matters today" 34:38 "AI can't lead - that's what people do" 35:25 "Where to follow Nathan and Lex" 36:40 "The visual rhythm of good writing"
Enjoyed this conversation? | |||
| AI & Content: Where’s The Value? | 27 févr. 2025 | 00:15:45 | |
“Hello... is there anybody out there creating real value with AI?” Welcome to a new season of the Animalz Podcast, where hosts Ty Magnin (CEO) and Tim Metz (Director of Marketing and Innovation) go on a quest to cut through the AI noise and find the real pioneers creating value with AI. In this season introduction, Ty and Tim explain why they've chosen to focus on AI and content — a topic consuming "at least half" of their work-related brain space. While everyone talks about AI, few share what's genuinely working (or spectacularly failing). Looking ahead at their expectations for the season, they voice both excitement and skepticism: Will they discover spectacular use cases in SEO? How will AI reshape content creation teams? And what counterintuitive "second-order effects" might emerge as everyone adopts the same AI tools? The hosts share their current AI workflows, from using AI as a "sparring partner" for writing to leveraging it for sales processes and data analysis. They confess where they're finding value and where the technology still falls short. This season aims to separate hype from reality by speaking with the people actually pushing boundaries in AI-powered content: Nathan Baschez - Founder at Lex (March 4th) Kyle Coleman - CMO at Copy.ai (March 6th) Thenuka Karunaratne - Co-founder and CEO at Daydream (March 11th) Stewart Hillhouse - VP of Content at Storyarb (former Mutiny) (March 13th) Parthi Loganathan - Founder and CEO at Letterdrop (March 18th) Ines Lee - Head of Content at Ali Abdaal (March 20th) Alex Halliday - Founder and CEO at AirOps (March 25th) Season close - Reflections with Ty and Tim (March 27th) For more info, head over to https://www.animalz.co/podcast/. | |||
| Hyper-Competitive Content Marketing With Buffer's Ash Read | 08 juil. 2021 | 00:47:00 | |
Ash Read, Editorial Director at Buffer, talks through: how to compete in an industry saturated by content marketing; finding your unique differentiator; the power of brand and vision in content; how to create and update “topical” content; and the content strategy he used to grow his side project’s traffic from 0 to 130,000 monthly pageviews. ---
Mentioned in the Episode
Connect | |||
| AI, Twitter Marketing & The Creator Economy with Blake Emal | 24 mai 2021 | 00:44:52 | |
Blake Emal, Chief Marketing Officer at Copy.ai, explains how AI can help small content teams, how to get great at Twitter marketing, and why Copy.ai encourages its team to embrace side projects. ---
Mentioned in the Episode Connect | |||
| Product-Led Content & Thinking Like a Strategist with Dr. Fio Dossetto | 18 mai 2021 | 00:51:10 | |
Dr. Fio Dossetto, editor-in-chief of contentfolks and former Senior Editor at Hotjar, talks through "product-led" content, writing search content without becoming a copycat, and levelling-up your career by thinking less like a writer, and more like a strategist. ---
Mentioned in the Episode
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| Content Marketing Benchmark Report 2020 | 23 nov. 2020 | 00:53:13 | |
In this webinar recorded for Superpath, Ryan and Andrew talk Jimmy Daly through Animalz's first annual Content Marketing Benchmark Report. They explore six key findings from the data; cover the methodology and process behind the report; and share stories and experience from working with the 70+ SaaS companies analyzed in their research. --- | |||
| Diversity, Equity and Inclusion: One Content Team’s Journey | 09 nov. 2020 | 00:27:52 | |
In today’s episode, Animalz's COO Haley Bryant talks with Sydney Carlton, Director of Brand Marketing at Storyblocks, a stock videos, images and audio provider. In October, Storyblocks launched Re:Stock, a campaign to more than double the representation of LGBTQ+ and BIPOC content in their library from 5% to 10% by 2021 and 20% by 2022. The deaths of George Floyd and Breonna Taylor sparked unprecedented focus on the Black Lives Matter movements. Diversity, equity and inclusion transcends this moment, and to make significant progress, our focus has to be evergreen. As companies are challenged to figure out how to improve internally, some companies are taking their commitment to DEI a step further by sharing their action plans externally to challenge themselves, their customers, and their competitors to step up. --- Follow Sydney: Follow Haley: | |||
| How to Become a Thought Leader | 25 sept. 2020 | 00:42:31 | |
In today’s episode, I set out to answer one of the hardest questions in marketing: how do you become a thought leader? I pick the brain of Animalz’s strategist Katie Parrott, and we chat through the defining traits of a true thought-leader (and why it requires more than adding the phrase to your LinkedIn bio); we discuss the idea of “earned secrets” as the fuel for thought leadership; we dig into the 5 “sources” of thought leadership we use at Animalz; and we wrap up by asking—is it really worth it? (spoiler: yes). ---
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| Content Q&A #1 | 10 août 2020 | 00:40:18 | |
In today’s special episode of the Animalz podcast, you have questions, and we have answers. I enlisted Animalz CEO Devin Bramhall to help me answer some of the hardest content marketing questions you could throw at us. We tackle launching new websites, balancing paid and organic spend, content promotion, offline buying processes, and a whole lot more. We’ll do another Q&A episode in the not-too-distant future, so if you have a question you’d like us to tackle, click the link in the show notes. ---
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| GPT-3 and the Future of Content Marketing | 03 août 2020 | 00:25:01 | |
In today’s episode of the Animalz podcast, I enlist Animalz Head of R&D, Andrew Tate, to talk through the good, the bad, and the downright mind-blowing aspects of GPT-3, the uncannily powerful natural language model from OpenAI. We share examples of the type of content you can create with GPT-3, we analyze the quality and calibre of its writing, and we answer the question on every content marketer’s lips: should we be worried? ---
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| Ecommerce Content Marketing: Hyper-Competition, Niches, and COVID-19 | 20 juil. 2020 | 00:36:03 | |
Few industries are more saturated with content marketing than ecommerce. From juggernauts like Shopify and Bigcommerce, to a growing multitude of scrappy startups, every ecommerce company is hungry for rankings, traffic and mindshare. In today’s episode, I’m chatting with Laura Moss, Animalz resident ecommerce pro, and the founder of her own ecommerce brand, Adventure Cats. We chat through strategies for turning the saturation and rate of change in ecommerce to your advantage; we dig into the power of “niching down” and competing for search volume on your own terms; we look at the short- and long-term impact of COVID on ecommerce marketing; and Laura shares nascent trends that she thinks all ecommerce marketers should pay close attention to. --- | |||
| Auditing the Animalz Blog: What Works and What Doesn’t | 13 juil. 2020 | 00:39:43 | |
Content audit. Two words to strike fear into the heart of every content marketer. Well, not really. For any blog more than a year or two old, getting to grips with the performance of your older content is a necessity. But the tools used to do that, content and SEO audits, generally get a bad rep. And with good reason: most audits are long, bloated documents crammed full of context-less keywords and statistics. Here at Animalz, we’ve been on a mission to reinvent the content audit, and create a new process that’s fundamentally more useful. In true Animalz fashion, we wanted to experiment with our new audits on... ourselves. So we did! Our head of R&D, Andrew, audited the entire Animalz blog, and surfaced a few familiar problems. And as Animalz Director of Marketing... well, it’s up to me to solve them. --- | |||
| The Animalz Principles of Quality | 07 juil. 2020 | 00:41:26 | |
As a company whose entire reason for existence is creating the world’s best content marketing, we spend a LOT of time thinking about quality:
In today’s episode, I dive deep into the quality rabbit hole with Animalz CEO Devin. We share the foundational, six principle benchmark we use to safeguard quality at Animalz; we talk through a strategic framework for adapting content to the expectations of other people; and we explore how the defining characteristics of “quality content” change over time. | |||
| EdTech Content Marketing | 17 juin 2020 | 00:38:02 | |
In today’s episode, Ryan chats with Animalz team members Cassie and Stephanie about Education Technology, an industry undergoing a gold-rush style boom in the wake of COVID-19. We talk through the different business models used in EdTech, and the supporting role of content in each; we discuss the biggest opportunities facing EdTech companies as they launch go-to-market strategies in the wake of coronavirus; and we dig into practical advice for creating killer content marketing for audiences of academics and industry experts. --- | |||
| What Brands Can Learn From Big Publishers with Parse.ly's Andrew Montalenti | 03 juin 2020 | 00:52:57 | |
In today’s episode, Ryan talks with Andrew Montalenti, Founder and Chief Product Officer at content analytics platform Parse.ly. We use Andrew’s experience working with some of the world’s largest publishers—the likes of WIRED, The Wall Street Journal, and Medium—to explore the changing face of content marketing. We talk through “platform-risk” and the growing need to diversify marketing channels; we dig deep into content attribution and analysis; and we share “publication”-inspired strategies that B2B and B2C brands can apply to their own content marketing. --- | |||
| Category Creation with SaaStock's Emily Byford | 22 mai 2020 | 00:42:25 | |
In today’s episode, Ryan chats to Emily Byford, Content Marketing Manager at SaaStock. We discuss SaaStock’s pivot from one of the premiere in-person SaaS conferences to an entirely online event in the wake of COVID-19; we dig deep into category creation, by way of Emily’s work at would-be category king Akkroo, and explore the role content plays in conceiving, evangelising and owning an emergent category; and we wrap-up by discussing the differences between agency content marketing, and working in-house at a startup. ---
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| How the Degreed Marketing Team Is Adapting to a New Normal | 04 mai 2020 | 00:54:22 | |
The Degreed 2020 marketing plan is changing, and fast. With their original plans out the window, learn how their team is adapting their marketing strategy to keep growth trending up and to the right.
Degreed's head of content and comms Sarah Danzl and managing editor Bella Lazzareschi joined us to talk about the importance of a diversified marketing plan, the role of PR during a crisis and how the best marketing is empathic.
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| We're launching a new product! | 20 avr. 2020 | 00:12:22 | |
In this episode, Jimmy and Ryan talk about our new product: on-demand consulting for your content team.
We explain what it is, who it's for and why now. We also talk through some of the behind-the-scenes of putting this together. Enjoy!
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| How to Launch a Content Program in a Crisis (Joei Chan Interview) | 15 avr. 2020 | 00:58:38 | |
Are you rethinking your content strategy right now?
So is Joei Chan, content director at the e-learning company 360Learning. She was hired to lead content just a few weeks before the Covid-19 crisis and is now launching a new content program right in the midst of it. In this episode, Devin and I interview her about the experience, plans, goals, resources and constraints.
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| Customer Retention When It Really Matter [Live Show] | 02 avr. 2020 | 00:34:11 | |
In an environment where acquisition of new customers is very challenging for most business, retention is extremely important. In this episode, Jimmy and Devin talk about what we're doing to retain our customers, and what our customers are doing to retain their customers.
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| Content During a Crisis [Live Show] | 26 mars 2020 | 00:41:51 | |
In our first-ever live podcast, Devin and Jimmy talk about content marketing during a crisis. We talk through a few situations that we're seeing our own customers experiencing and take questions from the group. Check the show notes for links, snippets and the video.
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| Join us for a LIVE podcast on Wednesday! | 21 mars 2020 | 00:03:01 | |
Join us for an upcoming LIVE podcast. We're going to talk about content marketing during a crisis and answering live questions. If you'd like to submit a question, just send to podcast@animalz.co.
Register here: https://zoom.us/webinar/register/WN_rgucukfsTmuP3t6qTSMrvQ
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| How to Ween Off Paid Traffic | 18 mars 2020 | 00:28:18 | |
This is among to the most things we common things we hear on sales calls: "Paid acquisition is getting too expensive and we haven't made any investment in content. How soon can we get started?"
It's true that content can reduce your paid acquisition costs, but it also takes time to develop. In this episode, Jimmy and Devin talk about:
* How to keep content very lean for better and faster results
* The difference between B2B and B2C marketing
* Our experience helping customers make this transition
If you have feedback, comments or suggestions, reach out at podcast@animalz.co.
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| The Inputs Required to Create a Content Strategy | 04 mars 2020 | 00:27:18 | |
Great content requires great context. In this episode, Jimmy and Jan talk about the inputs needed to paint that context. At the very least, you need a deep understanding of:
* The customer
* The product
* The business model
* The industry
* The competition
* The literature
Once you have this information, you can create a strategy that suits the company's business needs.
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| A Bottom of the Funnel Content Tactic | 26 févr. 2020 | 00:06:51 | |
In this (very) quick episode, Jimmy talks about why so many blogs don't generate leads and talks about how to address that problem. This advice won't disrupt your entire strategy—instead, you might consider a few small changes to help you drive more revenue with content.
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| Is that a content strategy or a content plan? | 12 févr. 2020 | 00:26:26 | |
Is that a content strategy? A plan? Or is it a vision?
We've realized that a lot of the terminology in our space is actually really confusing. Let's make sure that when we say the word "strategy" that we are all actually talking about the same thing.
Here are a few of the resources we mentioned in this episode:
* https://hbr.org/2019/10/5-simple-rules-for-strategy-execution
* https://hbr.org/2018/04/your-strategic-plans-probably-arent-strategic-or-even-plans
* https://hbr.org/2019/01/the-strategy-puzzle-of-subscription-based-dating-sites
* https://www.eugenewei.com/blog/2017/5/11/jpeg-your-ideas
Have feedback? Shoot us an email at podcast@animalz.co.
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| Top, Middle and Bottom of the Funnel Content—What Does It All Mean?! | 05 févr. 2020 | 00:24:34 | |
Terms like top, middle and bottom of the funnel content are thrown around all the time—but are we all speaking the same language? Ryan and Jimmy recently realized they had very different ideas of what these terms actually mean. They sat down to sort it all out and explain how to use this very imperfect framework.
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| Why Community Is the Most Important Trend in Marketing | 29 janv. 2020 | 00:35:08 | |
Community is decentralized, hard to measure and difficult for marketing teams to execute on. So why is it so important?
In this episode, Devin and Jimmy talk community. Jimmy show his bias for easy-to-measure marketing channels and Devin explains why and all marketers should get a lot more comfortable with this type of work. Community, as it turns out, is probably the best way to create goodwill for your brand and help the people in your industry.
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