Content Marketing Manager

Mission

Role Overview

Performance Accountabilities

• # of new leads (Free Trials)
• # of new Customers A & B Segments (Conversions)
• # of new CTA clicks from blog to website 
• # of new subscribers

1. Own and execute content strategy and plan to 2X traffic, signups and conversions from the blog within 12-months

• Collaborate with marketing leadership to develop and execute holistic content marketing strategy across all channels to drive results around organic search (impressions, clicks), CTA clicks, signups & conversions.
• Conduct competitive analysis and audits to ensure we are ahead of the curve
• Monitor old (decay) & new content for search visibility, brand voice, consistency, and quality
• Develop and execute content creation, repurposing, and distribution across channels to maximize results and reduce workload
• Collaborate with community, marketing, WordPress, agency, ads, and various teams to drive measurable blog contribution to lead gen.
• Grow Cloudways newsletter subscribers from X to Y. And improve email engagement.
• Create and maintain content marketing  playbook and standard procedures and ensure compliance

2. Outrank competitors on Key Landing Pages in next 6 months with 2X Traffic Improvement from Organic

• Collaborate with the SEO and Customer Success teams to overhaul landing pages with “4 steps of buyer decision process”.
• Improve the visitor flow on the pages by continuous monitoring through hotjar.
• Collaborate with the CRO team to A/B test for continuous improvement of CTR to signup page.
• Implement/execute internal linking best practices
• Update landing pages on regular basis with new features, customer reviews
• Report on results following different initiatives on weekly basis

3. Own content for product launches to maximize and drive key performance outcomes 

• Collaborate with marketing leads to develop product launch strategy and plans for content 
• Execute plans to to maximize engagement, impressions, and conversions
• Collaborate with other teams like WordPress, advertising, content, and agency teams to align social plans for maximizing launch impact
• Report on results following launches and develop ideas to improve on every launch
• Create and maintain product launch playbook and standard procedures for content teams

4. Own content team quality & efficiency KPIs

• Review and improve the current SOPs and workflows and define the success criteria for each.
• Own content calendar and deadlines (achieving 90% set deadlines)
• Onboard new writers with proper onboarding plans & goals
• Ensure team leads become the owners of different initiatives and drive results accordingly.

5. Generate 2500 MQLs with 50 B+ Customer Case Studies in next 12-months

• Define process/criteria and collaborate with CS teams to identify the right customers (according to their ARPU, brand value, persona etc).
• Create email campaigns for continuous outreach with NPS 8-10 customers on a real time basis.
• Publish & market 4 to 5 case studies per month in collaboration with advertising teams.
• Hire and dedicate a customer case study writer to work with clients.

  Education & Experience/Skills: 

• BA/BS degree or equivalent working experience (Mass Communications, Marketing, Computer Science)
• 4-6 years of experience in producing content for the web specifically, as well as channel-specific knowledge (blog, web copy, social media, etc.)
• Past experience of working with SEO content, landing page copywriting, CRO.
• In-depth knowledge of the content clusters, co-creating content with influencers and customers.
• Experience in producing smart CTAs according to the visitor lifecycle stage
• Advance knowledge of Google Analytics and other content analytics tools.
• Advance knowledge of content decay and improving old content
• Knowledge of internal linking techniques
• Able to build content distribution plans for different content types
• Understand the buyer decision process and content needed to help customer make a decision
• Good time-management & team management skills
• Setup content quality and efficiency KPIs
• Build dashboards with BI team to show the progress of each initiative
• Ability to multitask
• Strong interpersonal and communication skills
• Critical-thinker and problem-solver