Content Strategy That Drives ROI: Lessons from Zoe Hawkins

Episode notes

#13: As marketing leaders, one of our biggest challenges is understanding how all marketing functions—content strategy, SEO, paid media, events and more—contribute to the bigger picture of B2B marketing success. Too often, we evaluate these functions in isolation, missing their interconnected impact on growth and marketing ROI. Today, we’re diving into content strategy with Zoe Hawkins, Director of Content Marketing and Integrated Campaigns at Sumo Logic. Zoe is a pro at uniting content, product marketing, demand generation, and branding to drive real results. We cover: The evolving role of content strategy in high-growth B2B marketing. Where content fits within your org chart—and why it matters. Outsourcing vs. keeping content in-house. Building a cohesive content strategy from top-of-funnel to post-sale. Using tools like HockeyStack & Market Muse for smarter attribution and marketing ROI measurement. Zoe shares proven strategies for boosting marketing ROI, building alignment, and scaling content efforts effectively. Packed with insights for B2B marketing leaders looking to unlock their team’s full potential. Hit play and elevate your content strategy!