Content Marketing Specialist

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