Role Summary:
The Content Marketing Specialist is responsible for supporting the creation of content for demand generation campaigns, ensuring the delivery of engaging, high-quality content that drives lead generation and customer engagement. This role focuses on producing a variety of content types, including marketing emails, web pages, blogs, PDFs, sales enablement materials, and surveys or reports. In addition to campaign support, the Content Marketing Specialist plays a key role in gathering and building customer testimonials through interviews and case studies, helping to showcase customer success stories and drive credibility in the market.
Core Responsibilities:
- Campaign Content Creation & Execution
- Customer Testimonials & Case Study Development
- Cross-Functional Collaboration
- Content Performance Tracking & Optimization
Campaign Content Creation & Execution:
- Create compelling content for demand generation campaigns, including marketing emails, landing pages, blog posts, surveys, enablement emails, and downloadable PDFs (one-pagers, guides, etc.).
- Work closely with campaign managers to align content with campaign goals, target audiences, and messaging.
- Write clear, concise, and engaging content that speaks to different personas and stages of the buyer's journey.
- Collaborate with designers to produce visually engaging assets that complement written content (e.g., email graphics, infographics for reports).
- Ensure content is optimized for various channels (SEO for blogs, CTA best practices for emails, etc.) and meets performance goals.
Customer Testimonials & Case Study Development:
- Conduct interviews with customers to gather insights and stories about their experience with solutions.
- Write compelling case studies and customer success stories that highlight key results and showcase the value of solutions.
- Manage the process of obtaining approvals from customers for testimonials and case studies, coordinating with sales and customer success teams.
- Continuously build a library of customer testimonials and success stories to be used in campaigns, sales enablement, and company branding efforts.
Cross-Functional Collaboration:
- Collaborate with the demand generation, product, and sales teams to ensure content aligns with overall campaign strategies and sales goals.
- Work with customer success and sales teams to identify ideal customers for testimonials and case studies, ensuring a variety of solutions and use cases are represented.
- Partner with the design and digital teams to ensure content is visually appealing and delivered through the appropriate channels (web, email, social media, etc.).
- Align editorial calendars with marketing campaigns to ensure timely content delivery.
Content Performance Tracking & Optimization:
- Track content performance metrics (engagement rates, open rates, download numbers, etc.) for marketing emails, blogs, and other assets to measure success
- Use data-driven insights to optimize future content pieces, adjusting messaging, format, or structure as needed to improve performance
- Report on the impact of content in campaigns, sales enablement, and customer testimonial efforts to provide clear ROI and highlight areas for improvement
- Stay up to date on content marketing trends and best practices to ensure content remains fresh, relevant, and engaging for target audiences
Essential Criteria
- Proven experience in creating content for demand generation campaigns (emails, blogs, PDFs, etc.)
- Strong writing and editing skills with the ability to tailor messaging to different personas and buyer stages
- Ability to collaborate effectively across teams, including design, sales, and customer success
- Experience developing customer testimonials and case studies from interviews to final approvals
- Knowledge of content performance tracking and optimization strategies, including SEO basics
Desirable Criteria
- Familiarity with marketing automation tools and CRM platforms (Salesforce and Marketing Cloud)
- Experience working in B2B marketing, particularly in a tech, education, or SaaS environments
- Basic graphic design skills to create or edit content visuals
- Understanding of multi-channel campaign strategies, including social media and digital ads
- Exposure to data-driven storytelling, using metrics to enhance content credibility