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TITLE

 

Content Marketing Manager, Udemy for Business

COMPANY

 

Udemy

LOCATION

 

San Francisco, CA, US

Description

About Udemy for Business
Built for businesses striving to be at the forefront of innovation, Udemy for Business (UFB) offers a subscription to 2500+ of the Udemy’s best, most highly rated courses. In today’s rapidly evolving skills landscape, our mission is to help employees do whatever comes next. Leading organizations including PayPal, Lyft, Pinterest, Adidas, Booking.com, and General Mills choose Udemy for Business to upskill their workforce and drive learning forward.
 
The Udemy for Business Marketing team is responsible for finding, growing and engaging organizations of all sizes that are in need of a modern, fresh, and engaging learning platform. We are directly responsible for generating revenue for the business and we drive strategic direction. We’re growing our team rapidly and building out a best-in-class B2B marketing team.
 
About the role
As a Content Marketing Manager, you will help shape the voice of the business, the product and help us grow a loyal following amongst our target technical audience of IT and Engineering leaders around the world. You will work cross-functionally across sales, marketing, legal, data science, and more. This role enables you to shape our thought leadership in the technical industry, build a reliable community of technical influencers, and directly contribute to revenue for the business.
 
As the Content Marketing Manager, you will develop materials that will drive business leads, educate and engage technical organizations and teams, and establish Udemy for Business as a thought leader with insightful and compelling content. You will master key issues facing our technical customers and generate original insights backed by internal and external data. We are looking for a candidate with excellent written communication skills (written skills cannot be emphasized enough) and an innovative approach to content creation across a variety of channels. You have a penchant towards getting to know your audience whether it’s through events, meetups, or networking.

Responsibilities:

    • Create, write, edit, and manage the production of the content, or source experts, including external influencers and internal talent.
    • Identify the optimal content story and create technical content that will resonate with IT and Engineering personas in the context of the Udemy for Business product to drive lead generation and brand awareness.
    • Identify the best content format to reach the IT/Engineering audience (e.g., white paper, research note, infographic, ebook, blog post, webinar, podcast, calculator, checklists, quizzes, video, slides, podcast, comparison chart, etc.) based on objectives, distribution channel, and past performance data.
    • Manage the content production budget, and make budget recommendations based on projected impact to marketing KPIs.
    • Identify content performance KPIs and track the performance of the content. Continue to refine the content strategy based on performance metrics.
    • Oversee and develop our influencer network vision and growth strategy.
    • Develop and update content, creating innovative ways to engage and grow various technical audiences. Identify successful content and map out new ways to repurpose (i.e., a blog post into a YouTube video) to amplify the message, visibility and lead generation.
    • Develop and implement content processes and guidelines (including scalable content models, messaging strategies, lead gen marketing tactics, etc.).
    • Test and explore new acquisition channels based on a sound content and influencer marketing strategy, in partnership with our demand gen team.
    • Verify and understand the personas of our target audience and align content to each point in the customer and buyer journey

Qualifications:

    • BA/BS degree from an accredited university.
    • 3+ years of experience in content development, community management, journalism, or similar.
    • 2+ years experience with demonstrated ability to craft content for a technical audience and on multiple platforms — site copy, emails, landing pages, and blog posts.
    • Dig funnels, lead generation, and infinite content loops providing value upon value.
    • Know content requirements and best practices for publishing on key content platforms reaching enterprise buyers, such as social channels (Facebook, LinkedIn, Twitter, Instagram), SlideShare, YouTube, email, and syndicated networks.
    • Be comfortable working with Google Docs, Sheets, Slides, and Drive, and demonstrated experience with key tools for content creation, workflow management, content management, as well as publishing platforms.
    • Experience in content marketing in the EdTech or HR space is a plus, but not required.
    • Experience in content marketing for IT software or similar technical audience is a plus.
    • Experience with Content Production (WordPress), SEO (Ahrefs, MarketMuse), Analytics (eg. Google Analytics), CRM (eg. Salesforce, Marketo), HTML knowledge preferred

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