Responsibilities

• Develop and implement comprehensive content marketing strategies and editorial calendars that align with business goals, audience needs, and campaign priorities across Classroom, School Library, Public Library, and Account Based Marketing (ABM)/Account Based Experience (ABX) initiatives.
• Develop content that supports each stage of the customer journey, including awareness, engagement, lead generation, sales enablement, and retention.
• Collaborate with cross-functional teams, including Marketing, Sales, Product, and Design Teams to recommend content placement across channels and ensure longevity of content.
• Interview and build relationships with customers and thought leaders to create authentic and engaging content that addresses their needs and showcases our expertise.
• Write, edit, and produce various types of content, including blog posts, articles, reels and shorts, etc.
• Own and execute the webinar program, including topic strategy, speaker coordination, prep calls, run-of-show development, promotional planning, platform coordination, live execution support, and performance reporting.
• Develop and support post-webinar attendee nurture strategies and follow-up journeys, including lead engagement, content repurposing, sales enablement alignment, and multi-channel touchpoints designed to extend campaign impact and support pipeline growth.
• Repurpose long-form content, webinars, events, and thought leadership into multi-channel assets to extend campaign reach and content longevity.
• Ensure all content is optimized for search (including AI platforms) to improve visibility and organic traffic.
• Analyze content and campaign performance metrics to identify trends, optimize future content, and provide actionable recommendations to stakeholders.
• Maintain consistency with Follett Content’s brand voice, messaging, style guidelines, and business priorities.

Requirements

• 7-10 years of experience.
• Bachelor's degree or equivalent.
• Must have extensive experience in B2B content marketing, social media marketing, and influencer marketing.
• Experience with TikTok, Facebook, Instagram, Threads, X, Blue Sky, LinkedIn, Pinterest, and YouTube is required.
• Strong social content development and storytelling skills, with the ability to create engaging, platform-specific content that drives audience engagement, brand awareness, and lead generation.
• Requires strong analytical skills, with experience of SEO best practices, UTM parameters, and the ability to interpret data and make data-driven decisions to enhance lead generation. Familiarity with Google Analytics.
• Proficiency in Wistia, HubSpot, and Sprout Social or similar software is required.
• Must have excellent communication and interpersonal skills, with the ability to work effectively with diverse teams and cross-functional stakeholders
• Experience in the education sector is highly desirable.
• Public relations experience is desirable but not required.

Preferred

• Experience in the education sector is highly desirable.
• Public relations experience desirable but not required.