| Detail | For this role |
|---|---|
| Department | Marketing |
| Level | Mid level |
| Reports to | Content Marketing Manager |
| Direct reports | None |
| Experience | 2 to 5 years in content marketing |
Content Marketing Specialist job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Content Marketing Specialist
Department: Marketing
Reports to: Content Marketing Manager
Location: [City], [office, branch or site]
About the role
A Content Marketing Specialist creates and distributes content that attracts and converts customers: blogs, guides, videos, emails, webinars and social content tied to marketing goals. They plan topics with the strategy, produce or commission content, promote it across channels, and track leads and traffic. The role sits in the marketing team, more hands-on than a strategist and broader than a writer. A good one ships useful content on schedule, gets it in front of the right audience, and can show the traffic, leads and pipeline it brings in.
Key responsibilities
- Plan content topics and formats with the strategy and against marketing goals.
- Write or commission blogs, guides, case studies, emails and landing page copy.
- Work with designers and video teams to produce visual and video content.
- Optimise content for search with the right keywords and structure.
- Distribute and promote content across email, social and partner channels.
- Run lead magnets, gated content and webinars to capture leads.
- Track traffic, leads and conversions per piece, and report what works.
- Refresh and repurpose older content into new formats and channels.
- Keep content consistent with the brand voice and positioning.
- Coordinate the content calendar with the wider marketing plan.
Requirements
- Bachelor's degree in marketing, mass communication, English or a related field
- A portfolio of content that drove results
- An SEO or content marketing certification is an advantage
- 2 to 5 years in content marketing
KRAs and KPIs for a Content Marketing Specialist
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Content output | Planned content produced and published on schedule each month |
| Traffic growth | Grow organic and referral traffic to content towards the target |
| Lead generation | Content brings a set number of marketing leads each quarter |
| Search performance | Priority pieces rank on the first search page within the target period |
| Conversion | Meet conversion targets on gated content and lead magnets |
| Content efficiency | Repurpose and refresh a set number of pieces each quarter |
Skills and tools
Tools used day to day: WordPress or a CMS, Ahrefs or SEMrush, Google Analytics, Email marketing platform, Canva or design tools.
Reporting line and career path
Next roles: Content Marketing Manager, Head of Content
Interview questions for a Content Marketing Specialist
- How would you plan content to bring qualified leads for a B2B software product?
- How do you promote a blog post so it actually gets read?
- How do you decide which content to gate and which to keep open?
- Walk me through how you measure whether content is working.
- How do you repurpose one long guide into several pieces?
- How do you balance writing for search with writing for readers?
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What does a content marketing specialist do?
A content marketing specialist creates and distributes content that attracts and converts customers: blogs, guides, videos, emails and webinars tied to marketing goals. They plan topics, produce or commission content, optimise it for search, promote it across channels, and track the traffic, leads and pipeline it brings in.
What is the difference between a content marketing specialist and a content writer?
A content writer mainly writes the pieces. A content marketing specialist plans topics, produces or commissions content across formats, optimises it for search, distributes and promotes it, and measures the results. Writing is one part of the specialist's job, which is broader and tied to marketing outcomes like leads and traffic.
What skills does a content marketing specialist need?
A content marketing specialist needs content writing, SEO, content distribution and lead generation skills, plus analytics to measure results. Project coordination helps, since they work with designers and video teams. Analytical thinking matters, because the role is judged on the traffic, leads and conversions that content delivers, not just output.