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.”
📻 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
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.
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.
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 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.
👤 About Our Guest: Kirti Sharma
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.
⏳ Timestamps
🌐 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 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.
👤 About Our Guest: Jennifer Clark
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 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 Russell
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.
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 Losee
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.
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.
⏳ Timestamps
🌐 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, 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.
⏳ Timestamps
🌐 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.
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.
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 Hummel
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.
💡 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 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.
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 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 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.
💡 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 or 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 Clapp
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.
📻 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 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 https://animalz.co/podcast. You can also follow us on X or 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:
Upcoming guests:
For more info and all episodes, visit animalz.co/podcast.
Timestamped overview
00:00 — 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.
Timestamps
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
Mentioned Links & Resources
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 Halliday
Alex 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 & Content
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.
Timestamps
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
Mentioned Links & Resources
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 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.
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 & Content
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.
Timestamps
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
Follow Ines Lee on LinkedIn and subscribe to her Substack, Side Road 38.
Enjoyed this conversation? Subscribe to our pod...
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 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.
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 & Content
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.
Check out other episodes in the season here
Timestamps
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
Mentioned Links & Resources
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 Hillhouse
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.
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 & Content
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.
Timestamps
Mentioned Links & Resources
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/).