#83: Behind Zapier's Content Marketing Machine (with Lane Jones, Head of Content Marketing)

This episode is from a live session we did with Zapier's Head of Content Marketing Lane Jones. Lane shared how Zapier has been able to generate a 450% ROI on content and she breaks down how Zapier's marketing team uses content across the entire funnel, from generating top of the funnel content for awareness, middle of the funnel content hat drives signups, and bottom of the funnel content that drives active users and paying customers.Lane will unpacks how Zapier built a strong SEO foundation with over 2,000 articles that generate 2M pageviews per month, and she breaks down the roles and responsibilities of Zapier's four person content team. She also discusses how Zapier thinks about content measurement and pitching the value of content to the CEO, plus she shares her perspective on AI + automation with examples of how Zapier's content team is using AI today to up their game.
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Exit Five on Twitter: https://twitter.com/exitfiveco***This episode is brought to you by Demandwell. This episode is brought to you by Demandwell. Demandwell is the best SEO solution for B2B SaaS marketers. They’ve helped customers like Lessonly drive 40% of their revenue from organic search. And they helped Terminus’s make organic search their number one source of demosThanks to our 2023 presenting sponsors Demandwell, Jasper, and Zapier.
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