Content Marketing Manager

Mission

Within 12-months, grow the Cloudways website & blog traffic 2X while growing awareness and perception for Cloudways as a thought leader in web hosting and as a partner for agencies and SMBs. Beat competitors like Kinsta, WPEngine, Siteground in search. Make Cloudways the leader in managed hosting space for developers, agencies, and all end-users. Lead content marketing team  to deliver 3X signups & conversions from organic, and create quality content which strengthens Cloudways brand identity.

Role Overview

The Content Marketing Manager defines and executes the strategy for content marketing initiatives across multiple platforms and formats, to drive thought leadership, traffic and sign ups. The role is both critical to establishing Cloudways as a brand, and  delivering quality traffic that converts to users.

Performance Accountabilities

Traffic & Sign Ups:

• New leads (Free Trials)
• New Customers A & B Segments (Conversions)
• New CTA clicks from blog to website 
• New subscribers

Own and execute content strategy and plan to 2X traffic, signups and conversions from the blog within 12-months

• Collaborate with marketing leadership to develop and execute holistic content marketing strategy across all channels to drive results around organic search (impressions, clicks), CTA clicks, signups & conversions.
• Conduct competitive analysis and audits to ensure we are ahead of the curve
• Monitor old (decay) & new content for search visibility, brand voice, consistency, and quality
• Develop and execute content creation, repurposing, and distribution across channels to maximize results and reduce workload
• Collaborate with community, marketing, WordPress, agency, ads, and various teams to drive measurable blog contribution to lead gen.
• Grow Cloudways newsletter subscribers from X to Y. And improve email engagement.
• Create and maintain content marketing  playbook and standard procedures and ensure compliance

Outrank competitors on Key Landing Pages in next 6 months with 2X Traffic Improvement from Organic

• Collaborate with the SEO and Customer Success teams to overhaul landing pages with “4 steps of buyer decision process”.
• Improve the visitor flow on the pages by continuous monitoring through hotjar.
• Collaborate with the CRO team to A/B test for continuous improvement of CTR to signup page.
• Implement/execute internal linking best practices
• Update landing pages on regular basis with new features, customer reviews
• Report on results following different initiatives on weekly basis

Own content for product launches to maximize and drive key performance outcomes 

• Collaborate with marketing leads to develop product launch strategy and plans for content 
• Execute plans to to maximize engagement, impressions, and conversions
• Collaborate with other teams like WordPress, advertising, content, and agency teams to align social plans for maximizing launch impact
• Report on results following launches and develop ideas to improve on every launch
• Create and maintain product launch playbook and standard procedures for content teams

Own content team quality & efficiency KPIs

• Review and improve the current SOPs and workflows and define the success criteria for each.
• Own content calendar and deadlines (achieving 90% set deadlines)
• Onboard new writers with proper onboarding plans & goals
• Ensure team leads become the owners of different initiatives and drive results accordingly.

Generate 2500 MQLs with 50 B+ Customer Case Studies in next 12-months

• Define process/criteria and collaborate with CS teams to identify the right customers (according to their ARPU, brand value, persona etc).
• Create email campaigns for continuous outreach with NPS 8-10 customers on a real time basis.
• Publish & market 4 to 5 case studies per month in collaboration with advertising teams.
• Hire and dedicate a customer case study writer to work with clients.

  Education & Experience/Skills: 

• BA/BS degree or equivalent working experience (Mass Communications, Marketing, Computer Science)
• 4-6 years of experience in producing content for the web specifically, as well as channel-specific knowledge (blog, web copy, social media, etc.)
• Past experience of working with SEO content, landing page copywriting, CRO.
• In-depth knowledge of the content clusters, co-creating content with influencers and customers.
• Experience in producing smart CTAs according to the visitor lifecycle stage
• Advance knowledge of Google Analytics and other content analytics tools.
• Advance knowledge of content decay and improving old content
• Knowledge of internal linking techniques
• Able to build content distribution plans for different content types
• Understand the buyer decision process and content needed to help customer make a decision
• Good time-management & team management skills
• Setup content quality and efficiency KPIs
• Build dashboards with BI team to show the progress of each initiative
• Ability to multitask
• Strong interpersonal and communication skills
• Critical-thinker and problem-solver