The Animalz Content Marketing Podcast

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.👤 About Our Guest: Mallory RussellWith 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 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.⏳ 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.

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.👤 About Our Guest: Stephanie LoseeStephanie 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 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 – From journalist to enterprise content03:17 – Building Fortune 500 content studios07:47 – Solving matrix puzzles08:41 – Tech Page One drives $1B pipeline11:37 – Buy-in: “no” means “not yet”14:04 – Rebranding Autodesk’s content engine16:05 – State of Design & Make insights19:05 – Tiny team, huge results25:17 – Content teams as enablers29:12 – AI’s limits in localization34:54 – Staying curious after AI failures37:48 – New security risks with AI40:57 – Where to follow Stephanie and learn more🌐 Mentioned Links & ResourcesTED AI (01:57): In-person events Stephanie attends for honest talks about AI trends and industry changes.RSA Conference (35:22): Security-focused event where Stephanie learned about enterprise concerns with AI.Fortune magazine (03:43): Stephanie’s former employer, where she worked as a technology journalist before moving into brand content.Dell Tech Page One (06:08): Early brand-content site Stephanie created at Dell, credited with influencing $1 billion in pipeline.Content Marketing Institute (01:05): Industry group and early leaders in content marketing, noted for shaping the field.Politico Focus (01:00): Sponsored-content studio Stephanie launched after Dell, building on her work in brand journalism.Visa (03:23): Stephanie served as Senior Director of Content here before joining Autodesk.Autodesk – Redshift/Design & Make (11:53): Autodesk’s brand-content channel and its rebrand, both shaped by Stephanie’s leadership.State of Design & Make Report (14:21): Global insights program and campaign run by a small team, used as a case study in content impact.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.

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 JonesLane 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 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 – Introduction: Why enterprise content engines matter03:12 – Lane’s path from email to Zapier content lead06:34 – Content drives growth but lacks exec sway08:32 – ROI proof: Zapier’s ROC$ and 454 percent metric11:45 – Turning hard numbers into bigger budgets16:30 – Serving builders versus buyers in SaaS20:12 – AI hackathons that build real skills23:20 – Fast, journalistic content for launches27:27 – Where AI fits in the workflow29:08 – Automating customer stories in seconds32:01 – LaneBot: custom GPTs for ops gaps34:35 – Tech stack: Airtable, Zapier and friends35:19 – Distribution playbook: LinkedIn first🌐 Mentioned Links & ResourcesHard Fork (01:56): Podcast Lane follows for tech and AI newsZapier (whole episode): Automation platform; primary case study for content opsCampaign Monitor (02:30): Lane’s former employer; part of her career pathEmma (02:30): Another email marketing platform in Lane’s backgroundMCP (Model Context Protocol) (24:30): Zapier product for AI-driven actionsZapier Agents & Chatbots (33:56): Internal tools for workflow automationConnect 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, 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 WallaceTracey 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 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 – Why big teams need a new content playbook05:50 – Moving from creation first to distribution first06:10 – No one visits your site unless you send them09:05 – Content as the hub for every channel and squad13:02 – Saying no to ideas without a distribution plan13:41 – The distribution test: how will you promote this16:56 – Rule: no plan, no content20:22 – Bi-weekly syncs stop duplicate work25:31 – Skipping a formal intake keeps discipline27:10 – Handling legal, procurement, and global rollouts🌐 Mentioned Links & ResourcesKlaviyo (throughout): Email & SMS marketing platform where Tracey leads content strategy, operating in eight regions.Contentment (newsletter) (03:32): Tracey’s Workweek-hosted newsletter for content marketers, sharing operational insights.Workweek (03:34): Media company that hosts Tracey’s newsletter and supports B2B creators.Substack app (02:41): Tracey’s preferred “lean-back” reading platform, illustrating content consumption habits.Help Center & Academy teams (20:31): Klaviyo’s documentation and education teams, collaborating closely on bi-weekly alignment.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.

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.

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.👤 About Our Guest: Matt HummelMatt 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 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 – Intro: Why enterprise content engines matter more than ever02:11 – Matt’s path: From Deloitte and Thomson Reuters to Demandbase and Pipeline36006:43 – What 700 marketer interviews taught Matt about scaling personalization13:02 – Using research to create product-driven content15:51 – Stakeholder management and internal alignment17:12 – Why listening leads to better content outcomes19:49 – One-to-one ABM: Personalizing content at the account level23:05 – Measuring impact: How content drives account growth25:27 – Doing the unscalable to create a competitive edge26:27 – Building trust: The case for in-person connection32:23 – AI in enterprise content: What’s working and what’s not🌐 Mentioned Links & ResourcesPipeline360 (02:35): Content syndication and Demand-as-a-Service provider where Matt leads marketing.The Pipeline Brew (Podcast) (32:23): Matt’s show on content, brand, ABM, and demand generation.Deloitte (02:11): Where Matt previously led brand strategy.Demandbase (02:11): MarTech company where Matt ran demand gen before Pipeline360.Thomson Reuters (04:06): Global brand where Matt built early content programs.The Storytelling Edge (02:57): Book Matt is reading to refine brand storytelling.Everybody Writes (02:57): Writing reference always on Matt’s desk.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.💡 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.

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 HughesRhonda 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 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 – Intro: Rhonda’s mantra, “create value, not noise”03:12 – Career path: From SurveyMonkey to Zoom07:03 – Pod teams: Cross-functional content at Mural09:23 – Zoom: Leading content through hypergrowth15:50 – Analytics: Why measuring impact is still hard19:08 – Strategy: Moving beyond order-taking20:47 – Start with the problem, not the format22:51 – Scaling: Reuse content with internal libraries25:46 – Pilots: Testing ideas and earning trust39:38 – Rhonda’s rule: Value over volume41:39 – Connect with Rhonda🌐 Mentioned Links & ResourcesZoom (07:51): Where Rhonda led content and social during unprecedented pandemic growth.TikTok (02:22): Platform for Zoom’s award-winning B2B campaign and a source of creative inspiration.Mural (07:03): Visual collaboration SaaS where Rhonda built integrated content, social, and advocacy teams.Spiceworks (03:41): IT pro community site revitalized by Rhonda with a 20% YoY organic traffic boost.Ziff Davis (04:21): Parent media network for Spiceworks, illustrating publisher-style content ops.SurveyMonkey (03:12): SaaS company where Rhonda led content strategy.Citrix GoTo (03:12): Enterprise software brand in Rhonda’s leadership journey.Brian Kitch (07:23): SEO leader at Mural, recognized for building their content program.Connect with Rhonda Hughes to discuss enterprise content operations, team structure, and building content engines that create real business value.💡 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.

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 pre-approved decks, self-serve video tools, and bold POVs aimed at the mid and bottom funnel.👤 About Our Guest: Heike YoungHeike 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 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 – Introduction: Why enterprise content engines need new rules02:09 – Heike’s career path: From ExactTarget to Salesforce to Microsoft Advertising06:56 – Building research-driven content programs and the “content revolution” framework08:41 – What is Microsoft Advertising? (Bing, Copilot, Xbox, Activision) and the scope of the content engine12:49 – “Changing minds” as the north star for content—not just performance metrics13:51 – Why “spicy POV” content wins the mid- and bottom-funnel18:06 – The “four wheels of the car”: Aligning content, creative, product marketing, and demand gen20:49 – Turning product marketing into a content ally (using ICP for planning)22:55 – Why content teams must own their analytics (and avoid dashboard overload)23:55 – Evolving content roles: Why operations and analytics matter more than copywriting28:13 – Employee creators vs. brand channels: Empowering real voices for distribution32:33 – Why LinkedIn’s algorithm favors people over brands (and what to do about it)34:47 – Tools and workflows for modern video content (CapCut, LinkTok Guide)40:38 – Operationalizing authenticity: Letting creators show their real voices🌐 Mentioned Links & ResourcesMicrosoft Advertising / MAI (Microsoft AI) (00:08:41): The business unit Heike leads, including Bing, Copilot ads, Xbox, and Activision inventory.Mustafa Suleyman TED Talk on AI (00:08:41): Heike’s recommended resource for understanding the future of AI.Copilot (00:08:41): Microsoft’s generative AI experience, central to their ad strategy.Salesforce (00:06:56): Where Heike built research-driven content programs and led the Trailblazer community.ExactTarget (00:06:12): Heike’s first content marketing role, later acquired by Salesforce.Trailblazer Program & Dreamforce (00:06:56): Salesforce’s community and flagship event, models for content-driven marketing.Content Marketing World (conference) (00:14:41): Where Heike’s org-chart slides on content structure drew industry attention.Grammarly (00:23:55): Writing assistant that frees up content teams to focus on analytics.Connect with Heike Young to follow her latest content strategies, frameworks, and employee advocacy experiments.💡 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.

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 approval bottlenecks, cross-team friction, or the myth that bigger budgets mean faster shipping, this episode delivers actionable advice and peer benchmarks you can use right away.👤 About Our Guest: Kay-Kay ClappKay-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.📻 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 – Introduction: Why enterprise content engines matter03:18 – Kay-Kay’s background: From iFixit to Typeform and lessons learned scaling content teams07:33 – How changing CMS (from Contentful to Webflow) unlocked speed and modularity09:49 – The “fuel & engine” model: Separating creative content from operational systems11:08 – The three-part operating rhythm: Content debt, quarterly campaigns, and SME-driven work16:47 – Turning audience insights into strategy: How Typeform uses real customer feedback to shape content22:07 – The myth of the “big budget = fast shipping” and how enterprise friction really works24:45 – Real-world AI adoption: Using AI to streamline the briefing process28:55 – The 70/30 rule: Balancing proactive strategy with stakeholder requests30:49 – How process enables creativity and why being “a little cringe” is part of the job31:16 – Making content memorable: The power of surprise and delight in B2B33:08 – Creative inspiration: Borrowing from consumer brands and iconic campaigns35:30 – Measuring success: Why “owned audience” is the north-star metric for content teams🔗 Mentioned Links & ResourcesTypeform (Throughout): Where Kay-Kay leads Content & Social, a Series-C PLG SaaS company.Contentful (07:33): The legacy CMS that slowed content velocity at Typeform.Webflow (07:33; 17:58): The modular CMS now powering Typeform’s content launches.MKT1 / Emily Kramer (09:49; 11:21; 16:47): Source of the “fuel & engine” analogy and content inspiration.Dear Marketer podcast (16:47): Emily Kramer’s show featuring audience-driven Typeform surveys.Bluey, Blippi, Miss Rachel (03:27): Parental content references.Victoria's Secret “I’m No Angel” campaign (32:14): Creative inspiration for iFixit campaigns.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.

“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:Build systems that keep content moving amid endless requests.Navigate stakeholder overload, shifting priorities, and org chart mazes.Move content teams from service roles to strategic drivers.Use AI in practical ways, at scale.Get content out the door — and how you can apply their lessons, whatever your team size.Upcoming guests:Kay-Kay Clapp – Head of Content & Social, Typeform (May 27)Heike Young – Head of Content, Social & Integrated Marketing, Microsoft AI (June 3)Rhonda Hughes – former VP, Brand Content & Audience, Spiceworks (June 10)Matt Hummel – VP of Marketing, Pipeline360 (June 17)Aditya Vempaty – VP of Marketing, MoEngage (June 24)More guests to be announced!For more info and all episodes, visit animalz.co/podcast.Timestamped overview00:00 — Welcome & season 2 mission:Ty and Tim introduce the new season’s focus on enterprise content marketing and what makes it so challenging and misunderstood.01:16 — Why enterprise?Ty reflects on leading content at UiPath, and what changes when you go from startup to scale.03:12 — Stereotypes vs. reality:Tim calls out common myths about enterprise content—bureaucracy, politics, and process overload.05:05 — From chaos to operating system:Ty explains how building systems (and tiering content) helps teams regain control.07:09 — Handling stakeholders & prioritization:How to navigate requests from across the org, prioritize work, and avoid being stuck in the middle.08:28 — Complexity at Microsoft and beyond:The challenge of managing content across huge organizations, and the power of using the org chart.09:49 — What actually changes at scale:How reporting, collaboration, and content’s role shift as teams grow.12:09 — Lessons for agencies & startups:Why understanding enterprise reality helps everyone—agencies, freelancers, and smaller companies.13:13 — Season sneak peek:A preview of standout guest stories and the big questions ahead.14:00 — Wrapping up & looking forward:Why these stories matter, and what listeners can expect from the rest of the season.

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, though the applications are more nuanced than the hype suggests. They also announce their next season's focus on Enterprise Content.Timestamps00:00 Introduction and season recap question: Is there value in AI for content?01:00 Key themes from the season's conversations02:00 AI as a writing partner, not a replacement04:00 Systems and workflows as the new competitive edge08:00 The rise of personality as a critical element in marketing11:00 The changing future of search and discovery13:00 Predictions for the next 12 months of AI in content15:00 What the hosts stole from their guests (voice memos, prompt techniques)18:00 Second-order effects of AI adoption in content21:00 Announcement of the next season on Enterprise ContentMentioned Links & ResourcesChatGPT (02:00): Referenced throughout as the baseline for AI content creation, though with limitations for complex workflows.Lex (02:00): Nathan Baschez's AI writing tool mentioned when discussing AI as a thinking partner.Copy.ai (04:00): Kyle Coleman's platform, referenced for its impact on content workflows and delivering 70% of demand.Daydream (09:00): Thenuka Karunaratne's company, mentioned for insights on programmatic SEO beyond "spray and pray" approaches.Mutiny (09:00): Where Stewart Hillhouse developed integrated campaigns before joining StoryArb.StoryArb (09:00): Content firm where Stewart Hillhouse now serves as VP of Content, implementing his AI team structure concepts.Letterdrop (09:00): Parthi Loganathan's platform that pivoted from SEO to LinkedIn-focused content for the "99%" of professionals.Ali Abdaal (09:00): YouTube creator whose Head of Content, Ines Lee, discussed maintaining authenticity at scale.AirOps (09:00): Alex Halliday's company that builds sophisticated 30-50 step AI workflows for content teams.Cursor (11:00): Code editor with AI pair-programming features that Tim used to build the SEO Forecasting Tool.SEO Forecasting Tool (11:00): Internal tool built by Tim using AI assistance, demonstrating how marketers can create custom solutions.UiPath (21:00): Enterprise automation company where Ty previously led a large content team, mentioned when discussing the next season's Enterprise Content focus.Nathan Baschez's Annual Letter for Lex (24:00): Recommended reading on how AI "coaches" can be tailored to different writing styles.Follow Animalz on Twitter or LinkedIn for updates on the upcoming Enterprise Content season.Enjoyed this conversation? Subscribe to our podcast wherever you listen to podcasts, or head over to https://animalz.co/podcast.

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.About Our Guest: Alex HallidayAlex Halliday is the founder and CEO of AirOps, a platform that helps brands drive organic growth through AI-powered content strategies. The company began in the data space before pivoting to help creative teams get more value from AI than they could achieve out of the box.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.About This Season of the Animalz Podcast: AI & ContentHello... 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.Timestamps00:00 "It takes 30-50 steps, not 5-10, to create excellent AI content"02:00 How Alex uses AI for research and information discovery04:00 Moving into the "perfect information age" with AI synthesis06:00 AI's impact on learning and creativity: benefits and risks07:00 Alex's background and how AirOps evolved09:00 Why human oversight remains essential in AI content workflows11:00 Alex's connection to Sam Altman and early days in San Francisco14:00 Where the real value is accruing in the AI landscape15:00 The new rules of AI content: winning by being impossible to copy17:00 Three types of content that AI can't easily replicate20:00 Inside AirOps: How the platform builds sophisticated AI workflows23:00 Advice for content teams doing "spray and pray" SEO26:00 Finding your organization's unique "gold veins" of content28:00 How to optimize content for the "new middleman" of AI search32:00 Why Alex studies AI search despite leading a content creation platform35:00 AirOps' strategic focus on content creation despite AI's broader potential38:00 Alex's AI moonshot idea: context-rich meeting assistantsMentioned Links & ResourcesAirOps (00:08:00): Alex's platform that helps brands create advanced AI content workflows.OpenAI Deep Research (00:02:00): A research tool Alex uses to discover content he " wouldn't have found otherwise."Teespring, Masterclass, Bungalow, SocialGo (00:07:00): Companies where Alex worked, mentioned when discussing his background before founding AirOps.ChatGPT (00:17:00): Referenced as the foundational AI model that more sophisticated workflows build upon.Claude (00:20:00): An alternative AI model mentioned for multi-model workflows.Schema.org (00:30:00): HTML schemas for information structures to improve AI readability.HubSpot (00:24:00): Referenced in discussion about content that strays from topical authority.”Everybody Wants Thought Leadership Content” (00:43:00): Animalz article on "earned secrets" mentioned in the wrap-up discussion about finding unique organizational insights.Follow Alex Halliday on LinkedIn or reach him at alex@airops.com to discuss AI content innovations and opportunities.Enjoyed this conversation? Subscribe to our podcast wherever you listen to podcasts, or head over to https://animalz.co/podcast. You can also follow us on X (https://x.com/AnimalzCo) or LinkedIn (https://www.linkedin.com/company/animalz/).

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's like a cover band that really hits all the notes perfectly, but you're never gonna feel that element of jazz."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 LeeInes 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.Ines initially balanced academia with content writing as a side gig. In late 2023, she fully committed to creative work when she stepped into her current role. She now leads a team responsible for YouTube videos, newsletters, and social media content that generate revenue through AdSense, partnerships, and sponsorships.Ines recently launched her own Substack, Side Road 38.About This Season of the Animalz Podcast: AI & ContentHello... 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.Timestamps00:00 "AI is like a cover band that hits all the notes perfectly"01:00 Introduction to Ines Lee and today's conversation03:00 Ines's content consumption habits: The Second Mountain and recent films04:00 From PhD in economics at Oxford to content creation for Ali Abdaal06:00 How economics training informs content strategy07:00 The structure of a major YouTube creator's content team09:00 How the ideation process works for YouTube videos10:00 When AI first entered Ines's workflow (summer 2023)11:00 Three main buckets of AI usage: video editing, content repurposing, and analysis13:00 Using AI to reverse-engineer Ali's voice and build style guides14:00 Why human judgment remains essential despite AI assistance16:00 B2B lessons from the creator economy: the power of personal brands18:00 Treating content as a product: what B2B can learn from creators20:00 Ali's expansion into AI software with VoicePal23:00 "AI gives us adequate content but lacks personality and jazz"25:00 Current limitations of AI-generated video content26:00 Developing custom AI agents to improve short-form content selection29:00 Ines's AI prompt methodology: analyze first, then generate30:00 "75% of good writing is thinking" - setting appropriate AI boundaries32:00 A day in the life: how AI assists their YouTube content workflow36:00 Where to follow Ines: LinkedIn and Side Road 38 on SubstackMentioned Links & ResourcesThe Second Mountain (00:03:00): A book by David Brooks on meaning and purpose that Ines mentioned she's reread.Emilia Perez (00:03:00): A film Ines recently watched and enjoyed.The Substance (00:03:00): A film with Demi Moore that Ines and Ty found intense.Ali Abdaal YouTube Channel (00:07:00): Ali's main content platform with over 6 million subscribers.Part-Time YouTuber Academy (00:07:00): An info product by Ali that teaches creators how to grow their YouTube channels.Productivity Lab (00:08:00): A 2023 membership program to help people double their productivity.Fire Cut (00:11:00): An AI video editing tool that has cut Ali's team's editing time in half.Grain (00:13:00): For call recordings/transcripts that feed into AI-driven writing workflows.Adam Robinson (00:16:00): B2B founder (Retention.com) with strong LinkedIn presence.Stuart Machin (00:17:00): Marks & Spencer CEO cited for personal brand-led content.Dana Strong (00:17:00): Sky Group executive using personal content and social to boost brand presence.doola (00:19:00): A startup whose founder uses educational content for growth.Founder-Led Content: Blitz-Scaling Social with doola's Arjun Mahadevan (00:19:00): The Animalz interview with doola's founder mentioned by Tim.VoicePal (00:22:00): Ali's new AI app that converts voice memos into content drafts by asking follow-up questions and formatting responses.HeyGen and ElevenLabs (00:25:00): AI tools for creating avatars and voiceovers that Ines mentions when discussing current AI video generation.Stay Strong: Never Let AI Fill Your Blank Page (00:30:00): Tim Metz's article on the Animalz blog that Ines cites as important to her thinking on "human vs. AI tasks" in content creation.ChatGPT and Claude (00:32:00): Language models Ines and team use for brainstorming and drafting.Spotter Studio and 1of10 (00:33:00): AI tools that optimize YouTube content by analyzing historical performance data.Elicit (00:34:00): An AI research tool Ines' team uses to find and analyze scientific papers for evidence-based content.Follow Ines Lee on LinkedIn and subscribe to her Substack, Side Road 38.Enjoyed this conversation? 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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 content for sales and executive teams. Rather than chasing virality, Parthi focuses on helping everyday professionals create content that resonates with the small subset of people who matter: their prospective customers.About Our Guest: Parthi LonganathanParthi 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.After leaving Google in 2019, Parthi founded Letterdrop, initially focused on helping marketers create high-quality SEO content by streamlining research and connecting content to revenue. In 2023, noticing changes in search behavior and declining demand for SEO services, he made the strategic decision to pivot toward LinkedIn-focused content solutions.About This Season of the Animalz Podcast: AI & ContentHello... 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.Check out other episodes in the season hereTimestamps00:00 "I think a lot of people just misunderstand how to use LinkedIn"02:00 Current trends in the RevOps space04:00 Knowledge work automation and relationship-building06:00 Parthi's background at Google and Letterdrop's evolution08:00 Why Letterdrop pivoted from SEO to LinkedIn10:00 Google search principles from an insider's perspective13:00 How content marketers should think about search16:00 The future of search and declining SEO investment19:00 How Letterdrop's original SEO product worked23:00 Building the LinkedIn growth engine for sales teams26:00 Components of an effective LinkedIn strategy28:00 Focusing on influencing "the thousand people who matter"31:00 How AI enhances Letterdrop's LinkedIn content system34:00 The reality about most people's "tone of voice"37:00 The future of content marketing and knowledge workMentioned Links & ResourcesBrian LaManna, Nate Nasralla, and Isaiah Crossman (00:03:00): Sales experts Parthi follows for insights into the sales and RevOps space.Letterdrop (00:05:00): Parthi's company, which pivoted from SEO content tools to LinkedIn social selling systems.Google Workspace (00:06:00): Formerly G Suite, a product Parthi worked on at Google.LinkedIn (00:07:00): The platform where Letterdrop now helps companies build personal brands and relationships with prospects.Google Search (00:10:00): Where Parthi worked as a product manager, gaining insights into how search algorithms evaluate content.ChatGPT and Gemini (00:17:00): AI tools changing Parthi's search behavior that led him to reconsider his business direction.Surfer and Clearscope (00:19:00): SEO tools Parthi mentions when explaining alternative approaches to content optimization.Clearbit and 6sense (00:20:00): Tools mentioned for identifying website visitors and connecting content to revenue.Adam Robinson (00:23:00): Referenced as an example of someone with strong personal brand who receives high response rates.Follow Parthi Longanathan on LinkedIn: "I'm there posting helpful, thoughtful stuff three to four times a week. At least half of it is created by Letterdrop."Enjoyed this conversation? Subscribe to our podcast wherever you listen to podcasts, or head over to https://animalz.co/podcast.You can also follow us on X (https://x.com/AnimalzCo) or LinkedIn (https://www.linkedin.com/company/animalz/).

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.About Our Guest: Stewart HillhouseStewart 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.Stewart is now beginning a new chapter as VP of Content at storyarb, where he'll focus on newsletter and narrative editorial content. Throughout his career, he has maintained a commitment to experimentation and knowledge-sharing, regularly publishing his techniques and insights for the broader marketing community.About This Season of the Animalz Podcast: AI & ContentHello... 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.Timestamps00:00 "You can't think more than 90 days ahead in today's environment"02:00 From forestry to content marketing through podcasting05:00 Building integrated campaigns at Mutiny07:00 The "Survivor" campaign: 10,000 participants, millions in pipeline09:00 Why timeliness trumps perfect execution11:00 Joining StoryArb as VP of Content13:00 "Don't write your own prompts" - The meta AI hack16:00 Using AI but owning the final result18:00 Feeding AI unexpected combinations for creative output20:00 Three foundational guardrails for consistent AI content24:00 "I'm no longer a better writer than AI"26:00 From creation to operations: the changing content role27:00 The future content team: personality marketers, operators, and directors33:00 The open source target account list campaign36:00 Breaking the fourth wall in B2B marketing40:00 The AI research hack: finding relevant podcast segmentsMentioned Links & ResourcesMutiny (00:05:00): Stewart's previous company, a personalization platform.Survivor Campaign (00:07:00): Stewart's AI-focused campaign that generated millions in pipeline.Storyarb (00:11:00): The agency Stewart is joining as VP of Content.95% Content (00:13:00): Podcast where Stewart previously shared AI content tips.DeepSeek (00:20:00): A newer AI model Stewart mentions.Claude and ChatGPT (00:22:00): AI tools Stewart uses with project/memory features.Open Source Target Account List (00:33:00): A groundbreaking ABM campaign where Mutiny publicly shared their 5,000 target accounts and created personalized microsites for each one.Follow Stewart Hillhouse on LinkedIn where he regularly shares content marketing insights.Enjoyed this conversation? Subscribe to our podcast wherever you listen to podcasts, or head over to https://animalz.co/podcast.You can also follow us on X (https://x.com/AnimalzCo) or LinkedIn (https://www.linkedin.com/company/animalz/).