Content Specialist

Role Summary

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

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

Requirements

• Essential
•  Strong copywriting and editing skills
•  Experience creating digital-first B2B content
•  Understanding of marketing automation and nurture journeys
•  Ability to structure content for reuse, automation and scale
•  Confident working with templates, workflows and campaign frameworks
•  Highly organised and process-driven
•  Comfortable working across time zones and multiple stakeholders
•  Collaborative, responsive and commercially aware

 Focused on outcomes, not just outputs!