Digital Content Writer

Responsibilities

• Writing compelling, customer-focused copy across web, email, guides and adviser-facing content
• Creating content that supports our brand refresh and strengthens our digital presence
• Applying SEO best practice, including keyword research, on-page optimisation and internal linking
• Using emerging GEO (Generative Engine Optimisation) techniques to improve visibility in AI-driven search experiences
• Collaborating with Digital Marketing to prioritise content opportunities that deliver the greatest impact
• Translating technical, regulatory or product information into clear, engaging content
• Analysing content performance and using insights to improve traffic, engagement and conversions
• Maintaining and championing MAB's tone of voice and editorial standards
• Supporting a test-and-learn culture by continually measuring, refining and evolving content
• Staying ahead of trends in SEO, AI search and content marketing, sharing insights across the wider team

Requirements

• Proven experience creating digital content within a marketing, content or copywriting role
• Strong SEO knowledge and a track record of creating content that drives organic performance
• Experience with, or a genuine enthusiasm for, AI search and Generative Engine Optimisation (GEO)
• Outstanding writing, editing and proofreading skills
• The ability to adapt tone of voice across multiple audiences and channels
• Confidence using data, analytics and search insights to shape content decisions
• Strong organisational skills and the ability to manage multiple deadlines
• A collaborative mindset and experience working alongside creative, marketing and digital teams
• Curiosity, innovation and a passion for keeping pace with the changing search landscape

Preferred

• Experience within financial services or another regulated industry
• Experience using CMS platforms, ideally Umbraco
• Familiarity with tools such as GA4, SEMrush, Hotjar and Power BI
• Experience managing digital assets within a DAM platform

Benefits

• Private Medical Insurance (Vitality), 25 days annual leave (increasing to 28 with service) plus your birthday off, matched pension contribution (L&G), share save scheme (Equinity), retail discounts, free entertainment tickets, plus much more!
• Flexible working hours with hybrid working for Head Office roles (as agreed with your line manager)
• A wide range of Learning & Development offers, from 121 coaching to qualification support, helping you to grow and thrive in your career
• A supportive, inclusive culture with forums you're welcome to join from day 1, using your voice to make MAB an even better place to work