# Zapier owned-embed curation when directory templates get messy

> Use your own embedded template surface to curate the workflows you want buyers to see when the public directory has too many mixed or competitor-adjacent examples.

- Canonical HTML: https://growth.iangoh.com/growth-ideas/zapier-owned-embed-curation-when-directory-templates-get-messy/
- Source: [docs.zapier.com](https://docs.zapier.com/integrations/publish/zap-templates)
- GrowthDex source hub: [Zapier Docs: Zap Templates](/sources/zapier-docs-zap-templates-docs-zapier-com/)
- Last checked: 2026-06-07T06:08:10.000Z
- Rarity: rare
- Budget: low
- Channels: Website, Partnerships, Product Marketing
- Stages: owned media, template curation, integration marketing, information architecture


## Why this can grow

Open ecosystems create messy pages. Zapier’s template docs make clear that published templates on your directory page stay there, including templates that combine your product with a competitor. That can look awkward if the public directory is the only place a buyer sees your integration story. Zapier also gives the escape hatch: on your own site or in-product embeds, you can specify which templates to show. That lets the team keep the directory open while still curating the workflow path on owned surfaces. The result is a more intentional page for high-intent visitors without fighting the ecosystem rules that make the broader directory useful.

## Ian's take

From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. A partnership only compounds when both sides get trust or distribution they could not cheaply buy alone. I would start with the smallest shared win, prove it in public or in pipeline, then make the relationship bigger. I would run it small enough to learn quickly, then only scale the parts that real users repeat, save, reply to, or buy from. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.

## Action plan

1. Define one narrow startup segment where zapier owned-embed curation when directory templates get messy can create a measurable lift.
2. Turn the tactic into one offer, page, campaign, or workflow for the Website and Partnerships channel.
3. Use the evidence from docs.zapier.com to set the first version of the message, format, and audience.
4. Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
5. Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.

## Source-backed example

Zapier says partners cannot remove competitor-including templates from the public directory, but can use the Zap Template embed tool on owned surfaces to highlight the specific templates they prefer.

## Adjacent tactics in the same lane

- [Zap template library on directory pages](/growth-ideas/zap-template-library-on-directory-pages/) - same source, 1 shared channel
- [Template embed syndication across help and partner pages](/growth-ideas/template-embed-syndication-across-help-and-partner-pages/) - same source, 1 shared channel
- [Engagement-sorted workflow templates on directory pages](/growth-ideas/engagement-sorted-workflow-templates-on-directory-pages/) - same source, 1 shared channel
- [Integration hub with browse-and-build in one place](/growth-ideas/integration-hub-with-browse-and-build-in-one-place/) - 2 shared channels, 2 shared stages

## Read GrowthDex essays

Browse the plain-English essay index at [GrowthDex Blog](/blog/).

## Related GrowthDex essays

- [The integration launch should keep paying rent](/blog/the-integration-launch-should-keep-paying-rent/) - integration marketing, lifecycle, product marketing

## Advisory

If you want help turning this into a working growth system, Ian Goh offers advisory at https://iangoh.com/advisory.