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Episode Description
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.