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 ...
Jul 08, 2025•40 min•Season 3Ep. 8
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 Ou...
Jul 01, 2025•31 min•Season 3Ep. 7
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 tha...
Jun 24, 2025•49 min•Season 3Ep. 6
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 outper...
Jun 17, 2025•37 min•Season 3Ep. 5
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 struct...
Jun 10, 2025•45 min•Season 3Ep. 4
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. She breaks down how content, creative, and marketing ops work together at Microsoft, and why empowering employees as content creators beats traditional brand-first publishing. You’ll learn how she built a scalable system using...
Jun 03, 2025•46 min•Season 3Ep. 3
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. Whether you’re grappling with approv...
May 27, 2025•40 min•Season 3Ep. 2
“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, the...
May 22, 2025•14 min•Season 3Ep. 1
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. The hosts revisit their initial question — "Is there anybody out there creating real value with AI?" — and conclude that yes, there is, t...
Mar 27, 2025•22 min•Season 2Ep. 9
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 implem...
Mar 25, 2025•46 min•Season 2Ep. 8
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. While highlighting various AI-powered workflows — from video editing to content repurposing — Ines emphasizes that AI excels at producing "adequate" content but lacks the personality that makes content truly memorable: "It...
Mar 20, 2025•39 min•Season 2Ep. 7
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. Letterdrop now helps companies turn internal expertise into consistent trust-building LinkedIn...
Mar 18, 2025•43 min•Season 2Ep. 6
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...
Mar 13, 2025•43 min•Season 2Ep. 5
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 ...
Mar 11, 2025•34 min•Season 2Ep. 4
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 con...
Mar 06, 2025•38 min•Season 2Ep. 3
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. Instead of getting stuck in the typical AI debate ("Is it a threat to writers or just a shortcut?"), Nathan has a different take. He argues that neither outright rejection of AI nor co...
Mar 04, 2025•39 min•Season 2Ep. 2
“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...
Feb 27, 2025•16 min•Season 2Ep. 1
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. --- Hosts Ash Read is the Editorial Director at Buffer , and the founder of modern homeware directory, Living Cozy. Ryan Law is the Director of Marketing fo...
Jul 08, 2021•47 min•Season 1Ep. 61
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. --- Hosts Blake Emal is the Chief Marketing Officer at Copy.ai , and the founder of Float , an online course creator for Notion. Ryan Law is the Director of Marketing for Animalz , an agency that delivers high-quality content marketing to enterprise companies, startups, and VC firms. Mentioned in the Epi...
May 24, 2021•45 min•Season 1Ep. 60
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. --- Hosts Dr. Fio Dossetto is the editor-in-chief of contentfolks , and the former Senior Editor at Hotjar. Ryan Law is the Director of Marketing for Animalz , an agency that delivers high-quality content marketing to enterprise companie...
May 18, 2021•51 min•Season 1Ep. 59
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. --- Mentioned in This Episode: The Animalz Content Marketing Benchmark Report 2020 Read the deck that accompanied the webinar Visit Superpath...
Nov 23, 2020•53 min•Season 1Ep. 58
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 mo...
Nov 09, 2020•28 min•Season 1Ep. 57
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...
Sep 25, 2020•43 min•Season 1Ep. 56
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 note...
Aug 10, 2020•40 min•Season 1Ep. 55
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? --- Mentioned in the Episode Titles and URLs written by GPT-3 Twe...
Aug 03, 2020•25 min•Season 1Ep. 54
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 po...
Jul 20, 2020•36 min•Season 1Ep. 53
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 n...
Jul 13, 2020•40 min•Season 1Ep. 52
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: What does it really mean to create something quality? How can we consistently create quality, despite the fact that we work with hundreds of customers, in dozens of industries, each with their own, idiosyncratic tastes and preferences? How can we stay ahead of changing trends, technology and expectations? In today’s episode, I dive deep into the quality ra...
Jul 07, 2020•41 min•Season 1Ep. 51
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 a...
Jun 17, 2020•38 min•Season 1Ep. 50
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 t...
Jun 03, 2020•53 min•Season 1Ep. 49
