• Identify topics of interest to the audience and its lexicon in order to feed downstream content creation and inform search engine marketing tactics and inbound marketing strategies. 

Buyer’s Journey Maps & Calendar 

• Develop persona journey maps 

• Manage buyer’s journeys for each persona 

•  Advise internal stakeholders (demand gen, marketing services, events, brand, customer success etc) on key buyer insights to inform campaigns, event presence, PR, and media placements. 

Develop content strategy  

• Build relationships with external decision makers, partners, and thought leaders to expand Blackbaud’s brand  

• Engage with industry thought leaders to develop co-marketing relationships, expand Blackbaud’s thought leadership presence, and develop new and creative opportunities for collaboration 

• Design and deliver content and thought leadership assets, in collaboration with demand gen, marketing services and PR, for all lead generation initiatives across multiple vehicles: SEM, content marketing, tradeshows, seminars, webinars, calling campaigns, marketing automation programs, events, associations, and influencer groups  

Content Activation 

• Supply Web team with key buyer lexicon and collaborate on search engine keywords and portfolio categorization to ensure that site visitors receive appropriate content  

• Monitor and assess how content is adapted by regional and field marketing to fit local market requirements, which should inform ongoing content strategy 

KPIs 

• Asset Coverage (Personas, Needs, Journey Stage) 

• Asset Utilization (Views, Downloads) 

• Asset Consumption by Persona 

• Demand Funnel Conversion Rates 

 
Experience and Skills 

• • 3-5 years of Content Marketing experience 
• • BS/BA required 
• • Strong problem solving, analytical and mental acuity 
• • Exceptional ability to write and create product content; able to write quickly and concisely for non-technical audiences; writing samples required 
• • Proven influencing skills with leadership, working cross-functionally and with clients/prospects 
• • Self-starter, creative thinker, excellent listener and communicator 
• • Strong affinity for sales team success, prior sales experience a plus 
• • Proven marketplace relationship-building skills with industry influencers, pivotal clients 
• • Proven record of thriving in fast-paced and matrixed environment 

Preferred 

• • Experience with salesforce, Marketo, expert-level proficiency with MS Word, PowerPoint, and Excel 
• • Experience working for or volunteering with a nonprofit, especially cultural organizations