Content Marketing Writer

Panopto is a customer-centric learning technology company focused on visual and audio-based learning. They are seeking an experienced Content Marketing Writer to drive high-impact, conversion-focused content across various digital platforms, particularly in the context of transforming Higher Education through video technology.

Responsibilities:

• Write and optimize website copy and landing pages that turn visitors into advocates
• Partner with Product Marketing to turn complex ICP insights into high-performing content across all channels
• Use performance data and user behavior to iterate on content, ensuring it always hits the mark
• Own the end-to-end development of customer case studies, conducting interviews that uncover real business outcomes and differentiation
• Translate customer success into assets that empower our sales teams and fuel our marketing campaigns
• Own the Panopto blog and ebooks, focusing on Higher Ed trends to build long-term credibility
• Collaborate with our performance agency to ensure content is intent-driven, ranking high in both traditional search and AI-generated results
• Develop compelling content for Campaigns, Social media, Email, and nurture programs, including supporting campaign narratives and 'takeover' motions. Ensure content is ICP-relevant, On-message, and designed to drive engagement and conversion

Requirements:

• 3-5 years of experience (or equivalent) writing for sophisticated software audiences, ideally within EdTech or Higher Education
• A strong writer and storyteller with a portfolio that proves you can handle everything from a concise headline to a deep-dive narrative, creating content that drives measurable outcomes
• Ability to translate complex product and market insights into clear, compelling narratives that resonate with our ICP and connect content to business outcomes
• Deep curiosity about the customer and consistently reflect their voice in everything you create
• Build trusted partnerships across Product Marketing, Demand Generation, and Brand/Digital
• Proactively identify gaps in our story and propose ways to improve how we show up in the market
• View performance metrics as a creative tool, using them to refine your voice and strategy
• Familiarity with tools like WordPress, Semrush, and GA4
• Experience working alongside or briefing a performance marketing agency
• A versatile portfolio that shows everything from a high-converting headline to a deep-dive narrative customer story
• Storytelling instincts with the interviewing skills to draw out powerful insights from customers
• Understanding of SEO and AEO (AI Engine Optimization) best practices