Content Marketing Writer, Panopto

• You are a Master Storyteller: You are 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. You translate complex product and market insights into clear, compelling narratives that resonate with our ICP and connect content to business outcomes
• You Champion the Customer Voice: You are deeply curious about the customer and consistently reflect their voice in everything you create
• You Value Collective Wisdom: You build trusted partnerships across Product Marketing (to translate messaging into content), Demand Generation (to support campaigns and conversion), and Brand/Digital (to ensure consistency and quality)
• You Act with Ownership: You proactively identify gaps in our story and propose ways to improve how we show up in the market
• You are Data-Informed: You view performance metrics as a creative tool, using them to refine your voice and strategy
• B2B SaaS Expertise: 3-5 years of experience (or equivalent) writing for sophisticated software audiences, ideally within EdTech or Higher Education
• A Versatile Portfolio: You can show us everything from a high-converting headline to a deep-dive narrative customer story
• Storytelling Instincts: You have a "nose" for a good story and the interviewing skills to draw out powerful insights from customers
• Modern Search Fluency: You understand SEO and AEO (AI Engine Optimization) best practices—ensuring our content is found wherever users ask questions
• Ownership Mentality: You are self-directed and organized. You can manage multiple workstreams and cross-functional collaborations without losing sight of the goal

Desirable

• In this role, you will have the opportunity to do the most impactful work of your career, elevating your craft while contributing to a team that values lifelong learning
• We are seeking a Content Marketing Writer to own the Panopto story across our digital ecosystem
• This is not a traditional "writing" role; it is a strategic position sitting at the intersection of Product Marketing, Demand Generation, and Brand
• Your goal is to translate complex product insights into clear, benefit-driven narratives that drive engagement, conversion, and pipeline
• While your work will span across various enterprise use cases, you will be deeply anchored in our primary mission: transforming Higher Education through video technology
• You'll also have opportunities to contribute to other initiatives that directly advance our core values and support you in elevating your craft
• You'll elevate the Digital Experience * Refine the Core Narrative: Write and optimize website copy and landing pages that turn visitors into advocates
• Bridge Messaging & Action: Partner with Product Marketing to turn complex ICP insights into high-performing content across all channels
• Continuous Evolution: Use performance data and user behavior to iterate on content, ensuring it always hits the mark
• Champion the Voice of the Customer * Storytelling with Impact: Own the end-to-end development of customer case studies, conducting interviews that uncover real business outcomes and differentiation
• Enable Sales: Translate customer success into assets that empower our sales teams and fuel our marketing campaigns
• Drive Thought Leadership & Performance * Lead the Industry Conversation: Own the Panopto blog and ebooks, focusing on Higher Ed trends to build long-term credibility
• Search & AI Optimization: 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
• What Success Looks Like:
• Within 30 Days: (Integration and Audit) You will build a deep understanding of Panopto’s customers, product, and positioning—quickly getting up to speed on how we tell our story today and where we need to improve
• You’ll begin contributing to live projects, refining website and campaign content with a focus on clarity, consistency, and conversion
• By the end of this phase, you will have identified clear opportunities to strengthen how our content drives engagement and pipeline
• Within 60 Days: (Direct Contribution) You will be actively shaping how Panopto shows up across key channels—owning sections of the website, contributing to campaign narratives, and beginning to develop customer stories
• Your content will be informed by performance data and aligned tightly to ICP needs, showing early signs of improved engagement and message clarity
• You will be a trusted partner to Product Marketing and Demand Gen, translating strategy into content that moves faster and performs better
• Within 90 Days & Beyond: (Full Ownership and Legacy) You will have taken full ownership of core content areas—including website experiences, campaign content, and customer storytelling—delivering work that measurably improves engagement, conversion, and pipeline contribution
• You will have established a consistent, high-quality content standard across channels and introduced improvements grounded in data, SEO/AEO insights, and customer voice
• At this point, you are not just executing—you are actively shaping how Panopto communicates its value in the market and driving content as a lever for growth

• Application Review -> Recruiter Call -> Video Interview & Assessment -> Hiring Manager Call -> Interview Loop -> Debrief -> Offer