Content Marketing Writer

To enhance our team, we are seeking an experienced Content Marketing Writer to drive high-impact, conversion-focused content across web, campaigns, and customer storytelling.

 

Position Summary:

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.

 

How You’ll Contribute: 

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.

 

How We Thrive: 

You’ll join a team where we challenge ideas, not people—because the best outcomes come from shared thinking and honest debate. We operate with clarity over complexity, holding ourselves accountable to impact, not just activity.

On this team, content is not created in a vacuum. We work in tight partnership across Product Marketing, Demand Gen, and Brand—pressure-testing ideas, refining messaging, and aligning quickly around what will drive results. You’ll be part of regular working sessions where ideas are built together, not handed down.

When something isn’t landing, we don’t let it linger—we dig in as a team. Whether it’s reworking a campaign narrative, tightening website copy, or iterating on performance data, you’ll have the support and partnership to solve problems quickly and effectively.

Your voice will matter here. We expect you to bring perspective, challenge assumptions, and continuously raise the bar on how we show up in the market. In return, you’ll gain visibility into how content directly drives pipeline, product adoption, and company growth.

 

The Foundation for Success: 

We focus on outcomes rather than checkboxes. You will thrive here if:

• 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.

 

What Sets You Apart (The Foundation):

We value outcomes over activity. You are the right fit for this mission if you bring:

• 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.

 

What Sets You Apart:

• Familiarity with tools like WordPress, Semrush, and GA4

• Experience working alongside or briefing a performance marketing agency

 

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.

Join Panopto and be part of an exciting journey where your expertise in content strategy and storytelling will make a significant impact on our growth trajectory. If you’re a proactive, curious, and results-driven content professional ready to shape how we show up in the market and drive meaningful engagement, we encourage you to apply.