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
Requirements
Skills & Experience:
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!