Content Marketing Specialist

The Content Marketing Specialist is responsible for planning, creating, and optimising high-quality content across digital and sales channels to strengthen brand visibility, increase website traffic, support lead generation, and improve conversion throughout the marketing funnel. This role ensures messaging remains aligned across channels and that content supports business development, client acquisition, employer branding, and market positioning objectives.

The role requires a strong writer with commercial acumen who can translate business priorities, market insights, and service propositions into persuasive, audience-specific content that drives engagement and supports growth. It also requires the ability to use AI, Large Language Models (LLMs), and automation tools responsibly to accelerate research, drafting, repurposing, and workflow efficiency while maintaining strong editorial control, accuracy, and quality standards.

Multi-Channel Content Creation

• →Write and create content that supports brand visibility, lead generation, customer engagement, and talent attraction, including:
  • →Website pages and landing pages
  • →Blogs and thought leadership articles
  • →LinkedIn and social media content
  • →Email campaigns and nurture content
  • →Case studies, one-pagers, capability statements, and brochures
  • →Sales enablement materials, including slide decks, proposal documents, and client-facing collateral
• →Repurpose core content into multiple formats for different audiences and channels, including prospective clients, existing clients, candidates, and industry stakeholders.
• →Source authentic stories, market insights, case studies, and stakeholder input that can be transformed into compelling and credible content.
• →Create, schedule, and manage content for LinkedIn and other relevant digital channels.
• →Ensure all content reflects the organisation's tone of voice, value proposition, service offerings, and brand standards.
• →Translate business priorities into content journeys that support awareness, consideration, and conversion.
• →Maintain and enhance a central library of reusable marketing, proposal, and sales content.
• →Assist with website updates, page refreshes, and AEO/SEO-informed copy improvements.

Website, AEO/SEO and Discoverability

• →Support the ongoing improvement of website content and landing page copy to strengthen clarity, relevance, discoverability, and conversion performance.
• →Apply AEO (Answer Engine Optimisation) and SEO-informed content practices, including LLM search optimisation, keyword strategy, search intent alignment, on-page optimisation, and content structuring.
• →Recommend content updates across web and digital platforms to ensure consistency, freshness, and alignment with marketing campaigns and business priorities.
• →Monitor digital content trends, competitor activity, and emerging technologies to identify opportunities that improve visibility and performance.

AI, LLM and Workflow Enablement

• →Identify practical automation opportunities that reduce manual effort in content planning, production, distribution, or reporting.
• →Use AI and LLM tools to support research, ideation, first-draft creation, content repurposing, summarisation, and workflow efficiency.
• →Review and refine AI-assisted outputs to ensure factual accuracy, relevance, brand consistency, quality, and compliance standards are maintained.
• →Stay informed on emerging AI tools and best practices that can improve marketing effectiveness and productivity.

Analytics and Continuous Improvement

• →Track content and campaign performance using metrics such as website traffic, engagement, asset utilisation, click-through rates, enquiry activity, and conversion indicators.
• →Produce regular reports and insights that support improvements in messaging, prioritisation, and content effectiveness.
• →Use performance data to refine content strategies, optimise underperforming assets, and support higher-value marketing initiatives.
• →Recommend improvements based on audience behaviour, campaign outcomes, and market trends.

Collaboration and Team Support

• →Work collaboratively with marketing, sales, recruitment, leadership, and subject matter experts to develop impactful content and campaigns.
• →Share insights, tools, and learnings to uplift team capability and outcomes.
• →Support cross-functional initiatives that contribute to business growth, brand positioning, and customer engagement.

Performance & Compliance

• →Meet agreed key performance indicators (KPIs) and service level expectations in line with organisational objectives.
• →Ensure content and marketing activities comply with company policies, legal requirements, privacy obligations, brand standards, and responsible AI guidelines.
• →Identify risks to marketing delivery, content quality, or brand reputation and escalate appropriately.

Communication & Influence

• →Communicate intentionally and effectively across written, visual, and digital channels.
• →Tailor messaging to different audiences, platforms, and objectives while maintaining brand consistency.
• →Produce content that influences decision-making, strengthens credibility, and supports business objectives.
• →Maintain awareness of privacy, confidentiality, accessibility, brand, and ethical AI requirements.

Diversity, Equity and Inclusion

• →Champion and reflect Diversity, Equity, and Inclusion (DE&I) principles across all content and marketing activities.
• →Ensure content represents diverse perspectives and promotes inclusive communication practices.
• →Demonstrate a strong understanding of the ethical and responsible use of AI in marketing and talent-related communications.

Essential

• Exceptional writing, editing, and proofreading skills, with the ability to adapt tone, structure, and messaging for different audiences and channels.
• Proven experience (minimum 3 years) in B2B content marketing, digital marketing, communications, content creation, or related roles, ideally within professional services, recruitment, staffing, HR services, technology, consulting, or other service-based industries.
• Demonstrated ability to self-manage, prioritise, and coordinate multiple projects while maintaining quality standards and deadlines.
• Experience creating content across websites, blogs, social media, LinkedIn, email marketing, brochures, campaign assets, and sales collateral.
• Strong understanding of how content contributes to lead generation, nurturing, engagement, and conversion throughout the customer journey.
• Ability to interpret analytics and performance data to inform decisions and improve outcomes.
• Working knowledge of SEO, AEO, website content optimisation, and digital publishing best practices.
• Demonstrated ability to utilise AI, agentic AI, and LLM tools while maintaining editorial judgement, content integrity, and output quality.

Desirable

• Understanding of Australian business writing styles and professional services audiences.
• Experience contributing to bids, tenders, proposals, capability statements, or business development initiatives.
• Familiarity with CMS platforms, email marketing systems, CRM platforms, LinkedIn, Canva, marketing automation tools, and analytics platforms.
• Experience supporting recruitment, workforce solutions, professional services, or consulting organisations.

Qualifications

• Degree in Marketing, Communications, Journalism, English, Commerce, Business, or a related discipline.