At Lane Four, we’re all about spotlighting the human side of what we do. Our new “A Day in the Life” culture series pulls back the curtain on the people powering our work; not just their roles, but their rhythms, quirks, and behind-the-scenes impact. Because in consulting, people aren’t just part of the business…they are the business.
Today, we sat down with Lyza-Jane DeVera, our Content Marketing Leader, to explore her day-to-day, the mindset behind her work, and how content at Lane Four is more than just words on a page, it’s a strategic tool that informs, educates, and drives impact.
Q: What Does a Typical Day Look Like In Your Content Leadership Role?
Lyza-Jane: “My day usually starts with a high-level overview of what is happening across all content projects and itemized deliverables. I look at what is scheduled, what is in progress, who from the team owns these, and what needs attention. From there, I plan my own time so I can focus on both reviewing and creating content without losing momentum. Is this strategic planning? Is it social? Is it top of mind for the consulting or architecture team? Answering that helps me prioritize.
When reviewing content, I don’t just check for grammar or style. I like to (and am always challenging my team) to answer questions like: Why are we creating this? Who is it for? Is the message landing the way we want it to? For example, if we are working on content about effective delegation, it is not just about creating a guide. I want to make sure it resonates with audience in a practical way that can actually relate to- and then action on.
Content creation usually takes up a large part of the day. Whether I am drafting a blog, turning a teammate’s insight into an infographic, or designing a thought leadership asset from scratch, it is about translating complex ideas into digestible formats. By the end of the day, I revisit my to-do list, reprioritize, and plan for tomorrow. And then of course, on a monthly and quarterly basis, looking at content performance; seeing where the impact gaps are and to determine the next move for the team. Keeping the wheel of creation moving is crucial because stopping momentum can make everything feel heavier than it needs to be.”
Q: What tools or systems do you rely on most to get your work done?
Lyza-Jane: “If I had to pick one thing that keeps my day running smoothly, it is Slack. Almost everything; check-ins, project updates, and idea brainstorming, happens there (if not on calls). Lately, new Slack features like canvas have completely transformed how we organize and collaborate. I can map out a project, track progress, or pull together feedback all in one place, keeping the team aligned without constantly switching apps. Slack has become the heartbeat of our workflow.
Google Suite serves as the main tool for digital workshopping. Drafts, templates, and decks live there, easy to refine, share, and collaborate on with the team. And when it comes to creative work, Canva, Figma, and Adobe have always been essentials. They allow me to plan, visualize, and experiment with concepts before anything goes live.”
Q: What are some challenges you may face throughout a typical day and how do you overcome them?
Lyza-Jane: “Sometimes, content marketing is a bit like spinning plates…on a moving treadmill. Most days, I’m managing multiple pieces at once: blog drafts, internal documentation, campaign emails, social snippets, events, plus the occasional tech hiccup that decides to pop up right before a deadline. Maybe a scheduled post needs a last-minute tweak, or the backend of the website starts throwing errors, or someone’s out sick the morning of a launch. It happens.
When things go sideways, the first instinct is to trust that everything will be okay and just start problem-solving. (Thankfully, that part I enjoy.) I’m usually asking: is this something we can fix ourselves? Do we need to pull in another team? Who needs to be looped in, and [how] fast?
There’s this misconception that marketing isn’t technical, but to do what we do, and within the industry we’re working in, you need a pretty solid understanding of your tools and topics. Knowing how to troubleshoot within a CMS or marketing operations/automation platform can save you hours, so, always be open to learning new things!
I’ve also learned that timing matters on an individual level, especially in a creative role. I’m more focused on organization in the morning, so that’s when I’ll tackle heavy copy review and check scheduled posts are good to go. Afternoons are better for creative strategy or thought leadership, and the sort of deep, imaginative thinking that needs space to breathe.”
Q: What part of your work gives you the most satisfaction?
Lyza-Jane: “For me, it’s when the content we create actually makes a difference…when it informs, guides, or even empowers someone. One example that really stands out is a blog we wrote after getting wind of Salesforce’s CPQ end-of-sale. It was a complex transition, and we knew it would spark questions across the ecosystem. So, we worked closely with our technical team (developers and architects) to get ahead of the curve. We broke down what was happening, why it mattered, and, most importantly, what we were doing about it.
That piece didn’t just resonate internally. It was shared externally, referenced in conversations, even surfaced in AI tools like GPT. But more than visibility, the best part was seeing internal teams and clients actually use it. When your work becomes someone’s go-to resource, that’s incredibly rewarding.
I also get a lot of joy from translating complex, abstract ideas into something people can easily understand. A lot of folks have brilliant thoughts but don’t always know how to articulate them clearly. I love stepping into that space; taking raw insights or ideas and shaping them into content that’s not just clear, but compelling. Seeing someone finally connect the dots because of something you helped convey? That’s pretty cool.”
Q: How do Lane Four’s values show up in your day-to-day work?
Lyza-Jane: “Be Real, Be Human” shows up in how I collaborate, give feedback, and take creative risks. Authenticity doesn’t mean reinventing the wheel every time or constantly chasing originality. For me, it’s more about being honest in the process; being open when something’s not working, sharing ideas even if they’re half-formed and/or trying out alternatives, and treating teammates like real creative partners, not just task owners.
“Own It and Do Good Work” is equally central. It is about taking responsibility for ideas, seeing them through, and making judgment calls when something doesn’t feel quite right. It is also about zooming in on details while keeping the big picture in mind, making sure the content does not just look good but actually drives value.
What I love about Lane Four is that these values are actively embedded in how we work, how decisions are made, and how we interact with clients. They create an environment where creative thinking, critical analysis, and outcome-driven as well as process-driven work are encouraged.”
Q: What do you feel like your biggest driver of value is in your content role?
Lyza-Jane: “A big part of my role is thinking a few steps ahead. When a teammate brings an idea, I am already considering how it could expand and translate. Maybe a piece of internal documentation can become a blog or additional decks, or a discussion could be turned into an infographic or spawn a new campaign idea. That kind of foresight ensures our content strategy is cohesive, maximizes impact, and of course, communicates effectively.
I also balance perfectionism with practicality. These are topics that have come up a lot in our Women in Tech and Business community, and something that content marketers may sometimes struggle with. Determining when something is “done” can sometimes be challenging. Most content can always be tweaked, but it is about knowing when it is ready to serve its purpose. Making those calls affects team efficiency and keeps things moving, which ultimately impacts our clients and the overall value of the business.”
Q: What advice would you give someone starting in a content role?
Lyza-Jane: “First, consume content thoughtfully. Observe how others communicate, what resonates, and why…especially to yourself. This is not passive scrolling. This is research. Understanding audience preferences and structural patterns is foundational to creating content that actually hits.
Second, tinker. Play with formats, tools, and content types. Create, create, and then create some more. You will not know the power of your strengths until you experiment. Even if you discover what you may want to specialize in, keep an open mind to learning new things and continuing to explore other avenues keeps your skills sharp and your perspective fresh. This approach builds versatility, which is crucial when content needs to adapt to multiple audiences or mediums.
Third, communicate and teach your ideas. A good test of your comprehension is being able to explain a concept to someone else. Testing communication builds confidence, refines your thinking, and helps you ensure that what you create is understood and actionable. Over time, this practice strengthens your work and cultivates leadership skills within the team.”
To Lyza, content is more than words. It is a strategic tool that connects people, clarifies complex ideas, and demonstrates thought leadership. Lyza’s day-to-day shows how creativity, technical insight, and strategic thinking come together to produce content that drives real impact.
Whether it’s helping consultants explain complex Salesforce solutions, supporting internal knowledge transfer, or providing external thought leadership, the work our content team does extends far beyond the screen. It’s a reminder that at Lane Four, people and ideas are at the heart of everything we do. Stay tuned for our next DITL post!