Identify needs, gaps and build a long term content strategy to establish thought leadership position for Absorb
Champion original, fresh content ideas, and drive creative thinking across the marketing organization. Research current trends and keywords and contribute to content idea generation
Build content strategy to enable customer buying journey – creating and promoting content by persona by different stages of the buying journey and maximizing audience engagement across channels
Partner with the brand, creative, copywriters, digital marketing, campaign leads, and other cross-functional teams to identify and resource world-class, multi-channel, and multi-format content needs across all marketing programs and target segments that engages new and existing customers, and drives conversion
Build content roadmap and own the editorial content calendar. Create, plan, write and edit content calendar for a wide range of projects, such as questionnaires, webinar, survey, websites, blogs, social media, emails, digital ads, videos, case studies, infographics, brochures, white papers, event collaterals, and other marketing initiatives
Develop and deliver high-quality content (with/without external help), using internal SMEs, online research, customer ideas, and competitive intelligence
Working with the demand gen team, ideate creative campaigns to drive qualified leads
Define and track OKRs and KPIs to continually raise the bar on content effectiveness, development of compelling, data-driven storytelling, with a brand and customer focus
Periodic content audit to retire/repurpose, identify gaps, and focus on high-performing channels
Manage content localization. Establish a new process to streamline the localization for all assets
Optimize towards objectives – Leverage data, reporting, and analytical insights to set goals, test, measure success, and continually refine our content mix and strategy toward better engagement and conversion
What you’ll bring:
5+ years content marketing experience across multiple channels (email, social media, blog, website, etc.), ideally working in B2B/technology/startup space
Validated experience in content formats: white paper, ebook, video (long form, short form), digital, social, podcasts, op-eds, news, and understanding of optimizing content for SEO
Mix of creative and analytical strengths: strong creative point of view combined with analytical mindset
Exposure to the learning management system (LMS) or HR industry, a plus
Results-driven, self-motivated, and organized, with a proven track record of prioritizing tasks and executing efficiently
Excellent written and verbal communication skills, and attention to detail