Content Specialist

This role exists to turn brand and SME insights into scalable, digitally optimised content that drives engagement, nurtures audiences and supports pipeline creation. Evolving from a traditional copywriting remit, the Content Specialist owns content planning, optimisation, distribution and performance, ensuring our client's insight travels further, works harder, and contributes directly to commercial outcomes.

Core Objectives – what does success from this role look like?

 Shift content from “created” to “activated” across CRM, email, LinkedIn and web
 Improve reach, engagement and nurture effectiveness without increasing content volume
 Reduce manual effort through automation, templates and AI-enabled workflows
 Support the journey from brand & engagement & pipeline

Key Responsibilities:

Content strategy & planning

 Own the content calendar across brands and regions
 Translate brand narratives, propositions and SME insights into structured content themes aligned to campaigns, sectors and personas
 Repurpose content into multi-format pieces

Digital content optimisation & distribution

 Optimise content for email nurture campaigns, LinkedIn, websites and landing pages
 Manage content tagging, segmentation logic and CTA placement to support automation
 Ensure content is designed for reuse, repurposing and scale

Automation & workflows

 Write and structure email and outbound sequences that support brand awareness, engagement and lead warming
 Build and optimise content-led nurture journeys, ensuring messaging, cadence and CTAs align to priorities
 Partner closely with sales and marketing stakeholders to shape journeys that reflect real buyer conversations and consultant insight
 Ensure content is designed for automation, segmentation and reuse, improving efficiency without losing human, SME-led tone
 Review journey performance and refine messaging based on engagement signals and commercial feedback

AI-enabled efficiency – not AI-led content!

 Use AI tools to speed up editing, repurposing and formatting, reduce admin and duplication
 Maintain human, SME-led insight at the core to input to all content
 Ensure and uphold tone of voice