Content Marketing Manager
hace 5 días
Atlanta
Job Description About Providi Providi is the company behind Cerbo and OptiMantra, two practice management and EHR products built for the cash-pay personalized care market. Together they serve nearly 7,000 clinics, from functional, integrative and longevity practices to direct primary care, concierge, med spa and behavioral health. Both products have served providers since 2011. Today we work as one team with one mission: to empower personalized care providers to deliver better patient outcomes and create thriving practices. We are provider-first. We build the technology, data and tools that give independent providers the autonomy to run their practices their way. That means configurable clinical workflows, lab integrations, scheduling, billing and patient engagement, with more on the way. Our name says what we do. “Provi” comes from provider, the people we build for. “Vidi” is Latin for “I see.” We see where personalized care is going, and we build for it. Position Summary The Content Marketing Manager reports to the Vice President of Marketing and owns content strategy, planning, and editorial direction across Cerbo and OptiMantra. This role is responsible for building brand authority, strengthening practitioner engagement, and expanding organic search visibility across the functional, integrative, and personalized healthcare markets. The position leads an integrated content program spanning website, SEO, social, video, and user-generated content, ensuring content priorities align with business objectives, audience needs, search intent, and the practitioner journey. The Content Marketing Manager leads a growing Content team, including a Senior Content Marketing Specialist and a part-time team member, expanding output across video, UGC and other content types on growth channels to drive thought leadership, brand awareness and conversions. This role builds and launches campaigns in HubSpot, creates landing pages that convert and uses AI to produce, launch and measure content across key channels. This role provides strategic and operational leadership of the content function, overseeing content planning, editorial execution, workflows, and performance across both brands. Working closely with the Content and cross-functional teams, the Content Marketing Manager establishes priorities, provides direction, manages content initiatives, and ensures consistent brand voice and quality across channels. While maintaining a hands-on role in content development, practitioner interviews, and editorial review, this position is accountable for the overall effectiveness, scalability, and results of the content program. The role plays a key part in strengthening market positioning, expanding organic reach, and supporting the long-term growth of both brands. Responsibilities • Website & SEO Strategy, • Own and manage website content strategy, messaging hierarchy, and information architecture for both Cerbo and OptiMantra., • Lead SEO strategy and priorities, including keyword research, search intent analysis, and organic growth opportunities aligned with practitioner search behavior and buyer journeys., • Develop and oversee topical authority strategies through blogs, pillar pages, and content clusters; establish priorities for addressing content gaps and optimization opportunities., • Monitor organic search performance, rankings, and traffic; translate findings into strategic recommendations and direct content optimization efforts in partnership with Product and Marketing., • Content Strategy & Editorial Direction, • Direct content development and execution, setting priorities, defining deliverables, and guiding the Content team and other contributors on content formats, platforms, timing, and distribution., • Develop quarterly integrated content strategies across website, SEO, social, video, and user-generated content for both brands., • Establish editorial calendars, content briefs, messaging frameworks, and brand voice guidelines aligned with business objectives., • Provide editorial direction on content formats, platforms, timing, and distribution to ensure a cohesive cross-channel strategy., • Establish and monitor content KPIs in HubSpot, using AI-assisted analysis of performance data to evaluate effectiveness and guide future content priorities., • Campaign Execution in HubSpot, • Build and launch integrated content campaigns in HubSpot, including campaign setup, emails, lists, workflows and the assets tied to each campaign objective., • Build, publish and optimize HubSpot landing pages that turn practitioner traffic into leads and demo requests, including forms, CTAs, personalization and A/B tests., • Own campaign tracking in HubSpot, including UTM structure, attribution and campaign reporting, so every content asset connects to pipeline., • Partner with Growth Marketing, Product Marketing and Sales to plan launch timing, nurture sequences and lead handoff for product releases and campaigns., • AI-Powered Content Production & Measurement, • Use AI tools to accelerate research, briefing, drafting, repurposing and optimization while protecting brand voice, clinical accuracy and editorial quality., • Build repeatable AI workflows that turn one source asset, such as a practitioner interview, webinar or case study, into channel-ready content for web, email, social, video and AI search., • Use AI to launch and measure content across key channels, including website, email, social, paid and AI answer engines, and shift effort toward what drives traffic, leads and pipeline., • Optimize content for AI search visibility (AEO and GEO) alongside traditional SEO so both brands show up where practitioners look for answers., • Team Leadership, Content Program Management & Cross-Functional Partnership, • Lead and directly manage the Content team, including the Senior Content Marketing Specialist and a part-time team member, setting priorities, coaching on craft and running a shared production plan that increases content volume and variety., • Expand the content mix beyond written content, working with the Content team to produce video, UGC, short-form social and practitioner stories across growth channels., • Tie every content type to a clear goal, whether thought leadership, brand awareness or conversion, and track results against each so the team invests in what performs., • Grow the Content team as content needs expand, including defining new roles, hiring and onboarding., • Establish scalable content workflows, production processes, and quality standards to support consistent execution across both brands., • Coordinate with Marketing, Product, and other stakeholders to align content initiatives with business priorities, product developments, and marketing campaigns., • Manage content timelines, competing priorities, and deliverables to ensure projects are completed efficiently and meet established objectives., • Evaluate content program effectiveness, identify opportunities for improvement, and make recommendations to optimize resources and overall performance., • Practitioner Interviews & Story Development, • Own the practitioner storytelling strategy, identifying opportunities to feature high-impact practitioners, customers, and users across both brands., • Conduct interviews to uncover authentic stories, customer experiences, use cases, and practitioner insights., • Transform interviews, case studies, and outcome data into compelling narratives that can be repurposed across multiple content formats., • Translate clinical, technical, and operational concepts into accessible, practitioner-focused content that builds brand authority and trust., • UGC & Community Strategy, • Develop and oversee UGC strategies and campaigns, including contributor identification, recruitment, briefing, and approval workflows., • Build and nurture relationships with practitioner advocates, customers, and content creators., • Establish community engagement and content amplification strategies, providing direction to the Content team on priorities., • Evaluate community-generated content performance and identify opportunities to expand successful initiatives. Required Qualifications • 7+ years of experience in content marketing, with a strong focus on content strategy, website content, SEO, and multi-channel planning, • 4+ years of experience developing SEO strategies that improve organic search visibility, including keyword research, search intent analysis, on-page optimization, content clustering, and performance measurement, • Experience directly managing and developing content marketers, plus directing freelancers, agencies or other creative resources to scale content output, • Demonstrated ability to translate business objectives into measurable content strategies, establish performance metrics, and use data to guide content priorities and decisions, • Demonstrated experience owning website content strategy, messaging architecture, and content refresh cycles, including CMS management and collaboration with Product, Marketing, and technical teams, • Proven ability to develop social content strategies and UGC campaigns that drive engagement and brand visibility, with at least two campaigns demonstrating measurable results, • Experience conducting and publishing content across video, written, podcast, or social formats, • Demonstrated experience leading content strategy and editorial planning across multiple brands and channels, including editorial calendars, content workflows, and cross-functional collaboration, • Proficiency with HubSpot CMS and Marketing Hub, Google Analytics, Google Search Console and content workflow tools such as Airtable, • Hands-on experience building and launching campaigns in HubSpot, including emails, landing pages, forms, workflows, lists and campaign reporting, • Proven ability to build high-converting landing pages and run A/B tests that improve conversion rates, • Demonstrated use of AI tools (such as ChatGPT, Claude or Jasper) to produce, scale and measure content, with examples of AI workflows you have built and the results they delivered Preferred Qualifications • Bachelor’s Degree in Marketing, Communications or related field, • Working knowledge of functional medicine, direct primary care, concierge healthcare, integrative health, or behavioral health, including an understanding of practitioner challenges, business models, and patient outcomes, • HubSpot Marketing Hub or Content Marketing certification; experience with Salesforce a plus, • Podcast production or audio editing experience, • Experience developing paid search strategies, including SEM and PPC What we offer • Competitive compensation based on experience, • Paid Time Off and company holidays, • Comprehensive health, dental and vision benefits, • Short-term and long-term disability Insurance, • 401k plan with matching company contribution, • Real ownership and impact in a fast-growing health tech company Location: Atlanta, GA. This is a hybrid role.
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