About the Role

We are seeking a proactive and commercially minded Content Marketing Specialist to own the content function and organic content strategy.

You will plan, create, edit, publish, and optimise content across the website, LinkedIn, campaigns, lead magnets, landing pages, and founder thought leadership. You will also lead content-driven SEO, Answer Engine Optimisation (AEO), and Generative Engine Optimisation (GEO), ensuring content is structured for visibility across both traditional search engines and AI-powered platforms.

Working closely with the Digital Marketer and other stakeholders, you will own messaging, content structure, and written copy while collaborating on the technical implementation, tracking, and optimisation of digital experiences.

This role requires a revenue-marketing mindset. Your content will educate target audiences, establish authority, support campaigns, generate demand, and encourage prospective buyers to take meaningful action.

About the Client

You will be working with an established B2B organisation focused on building market authority and generating sustainable commercial growth through high-quality content and digital marketing. The business values subject-matter expertise, measurable marketing performance, continuous improvement, and close collaboration across Marketing, Sales, leadership, and technical teams.

Ideal Profile

Essential Experience

• Ideally 4–6 years of experience in B2B content marketing, content strategy, content writing, or a closely related discipline.
• A strong portfolio demonstrating high-quality long-form and short-form B2B content.
• Proven experience developing content strategies and editorial plans rather than working solely from assigned briefs.
• Experience creating campaign content, lead magnets, and conversion-focused copy.
• Demonstrated ability to produce compelling thought leadership and ghostwrite authentically for founders or senior leaders.
• Experience managing content from initial research and ideation through writing, approval, publication, measurement, and optimisation.

Content and Editorial Capabilities

• Exceptional writing, editing, interviewing, and storytelling skills.
• Ability to understand complex subject matter and communicate it clearly to defined audiences.
• Strong editorial judgement with excellent attention to detail and accuracy.
• Ability to develop clear content hierarchies, compelling value propositions, and effective calls to action.
• Strong commercial awareness and an understanding of how content contributes to audience action, demand generation, and pipeline.

SEO, AEO and GEO Capabilities

• Hands-on experience with keyword and topic research, search intent analysis, content briefs, and on-page optimisation.
• Experience developing topic clusters, strengthening internal linking, and refreshing existing content to improve organic performance.
• Practical understanding of AEO and GEO principles and how content should be structured for search and AI discovery.
• Working knowledge of schema and structured data, including the ability to recommend requirements for technical implementation.
• Ability to interpret organic and content-performance data and translate insights into practical content decisions.

Systems and Tools

• Strong working knowledge of Microsoft Office and/or Google Workspace.
• Experience using a CMS and/or HubSpot for content publishing and on-page updates.
• Experience with SEO and search-performance platforms such as Ahrefs, Semrush, and Google Search Console.
• Familiarity with analytics tools used to assess engagement, organic visibility, lead generation, and conversions.
• Confidence using AI-assisted research and content tools responsibly while maintaining originality, accuracy, and editorial quality.

Preferred Experience

• Experience within B2B services, technology, agency, or professional-services environments.
• Demonstrated experience improving content visibility across AI-powered search and answer platforms.
• Experience collaborating with paid media, demand generation, design, development, and sales teams.
• Experience managing freelance writers, designers, or other external content contributors.

Personal Attributes

• Proactive, curious, and confident generating ideas independently.
• Highly organised and capable of managing multiple priorities and deadlines.
• Comfortable conducting detailed interviews and collaborating closely with subject-matter experts.
• Reliable, collaborative, and accountable for outcomes.
• Receptive to feedback, adaptable, and committed to continuous improvement.

Responsibilities

Content Strategy and Planning

• Own and continuously evolve the company’s content strategy.
• Develop and manage the editorial calendar across channels and campaigns.
• Translate business priorities, audience needs, search opportunities, and campaign objectives into clear content plans.
• Identify content gaps, priority topics, and opportunities throughout the buyer journey.
• Interview founders, customers, team members, and subject-matter experts to uncover valuable insights and perspectives.
• Maintain a strong pipeline of content ideas and align priorities with Marketing, Sales, and leadership.

Content Creation

• Produce high-quality website copy, articles, LinkedIn posts, email copy, campaign content, case studies, and sales-support materials.
• Develop valuable lead magnets including guides, reports, templates, checklists, and playbooks.
• Draft and ghostwrite founder and leadership thought-leadership content while maintaining an authentic voice.
• Create compelling headlines, value propositions, calls to action, and conversion-focused messaging.
• Repurpose core ideas into relevant formats for different audiences, channels, and stages of the buyer journey.

Landing-Page Content

• Develop messaging, content structures, and written copy for campaign landing pages.
• Define content hierarchy, including headlines, supporting messages, benefits, proof points, calls to action, and FAQs.
• Collaborate with the Digital Marketer or designer responsible for page build and launch.
• Review completed pages for content accuracy and refine copy based on performance data and testing insights.
• Maintain ownership of landing-page content while technical design, coding, and implementation remain with the relevant digital resource.

SEO Strategy and Content Optimisation

• Own the content-led SEO strategy and its ongoing execution.
• Conduct keyword, topic, search-intent, and competitor research.
• Develop content briefs, topic clusters, and keyword-to-page mapping.
• Optimise headings, metadata, page copy, content structures, internal links, and calls to action.
• Use organic performance data to prioritise new opportunities and systematically refresh, consolidate, or improve existing content.
• Collaborate with digital and development resources on technical SEO requirements beyond the content layer.

AEO and GEO Strategy

• Own and continuously develop the content-led AEO and GEO strategy.
• Structure content so answers, definitions, evidence, and key insights are clear and easily retrievable.
• Develop authoritative FAQ, comparison, how-to, and expert-led content where relevant.
• Strengthen content credibility through original perspectives, expert contributions, examples, evidence, and clear sourcing.
• Optimise content for discovery and visibility across traditional search engines and AI-powered answer platforms.
• Monitor search and AI-platform visibility and use insights to refine the content approach.
• Recommend schema and structured-data opportunities for implementation by the relevant technical resource.

Editorial Ownership, Publishing and Performance

• Maintain responsibility for the quality, accuracy, and consistency of written content published by the business.
• Establish and maintain brand voice, tone, terminology, and editorial standards.
• Edit and review content created by colleagues, freelancers, and external contributors.
• Publish and update written content through the CMS and relevant social platforms where appropriate.
• Maintain an organised content library, approval process, and production schedule.
• Monitor engagement, organic visibility, lead generation, and conversions in collaboration with the Digital Marketer.
• Report on content delivery, performance insights, key learnings, and upcoming priorities.
• Continuously improve content based on performance data, audience behaviour, and commercial outcomes.