B2B Content Marketing Manager

TripAdvisor - Boston, MA4.0

TripAdvisor provides a unique, global work environment that captures the speed, innovation and excitement of a startup, at a thriving, growing and well-established industry brand. At TripAdvisor, you will be part of a dynamic, fun, and energetic team where you can immediately make meaningful contributions.

Experiences Insights Supplier Blog: https://www.tripadvisor.com/ExperiencesInsights/

The TripAdvisor Experiences team is seeking a B2B Content Marketing Manager to further improve TripAdvisor’s position as the industry leader for experience suppliers to grow their business, reach more customers, and drive more sales. The TripAdvisor Experiences team provides a unique, global work environment that captures the speed, innovation and excitement of a startup, but is part of a thriving, well-established industry brand. You will be part of a dynamic, fun, and energetic team where you can immediately make meaningful contributions. We are looking for an accomplished, results-oriented marketer with proven B2B abilities who will drive highly optimized content creation and distribution that improves our reach, awareness, engagement, conversions, and lead gen across multiple channels for our Experiences businesses.


Develop a comprehensive multi-channel content marketing strategy for our Experiences Insights B2B content hub, with the goal of providing tour operators and other experience suppliers industry-leading tips, statistics, analysis, and other helpful information for them to grow their business and grow sales—positioning TripAdvisor as the B2B leader in the experiences space
Manage a full content calendar, creating case studies, blog articles, and other materials of forward-thinking topics helping experience suppliers solve the challenges they face most in their business
Coordinate with Marketing, Sales, Design, Product, Research, PR, and Account Management teams to develop a strategy that drives leads and fosters user retention
Manage freelance writers to meet content goals, sometimes also writing content yourself
Manage a modest content marketing budget
Develop an analytical framework for tracking results of all channels to demonstrate overall business value of content efforts (traffic, engagement, leads, conversions, etc)
Strategically identify partner publications, companies, organizations, and more that are complementary to our goals and can help get more eyes on our content
Manage paid advertising channels such as LinkedIn Ads or Facebook Ads—using strategic audience targeting, optimizing for best CPCs and CPMs, understanding how to analyze results and prove value
Create and develop B2B messaging for use across multiple channels (PR, CRM and others)
Other Responsibilities (TripAdvisor Animal Welfare Program—partly B2C): https://www.tripadvisor.com/blog/animal-welfare-education-portal/

Manage all content related to TripAdvisor’s Animal Welfare program—coordinating with corporate PR teams—positioning TripAdvisor as major advocate of safe animal attractions—mostly including blog content on our Animal Welfare Educate Portal
Create consumer-aimed content that informs travelers about seeking operators that abide by good Animal Welfare standards and general tips about safe animal tourism
Highlight our supply partners(the attractions themselves) that are examples of good Animal Welfare Practices
Coordinate partnerships and/or content opportunities with organizations like People for the Ethical Treatment of Animals and The Association of Zoos and Aquariums to contribute said content to our Animal Welfare Education Portal on the TripAdvisor blog
Respond to incoming email queries about consumers flagging specific products/attractions for poor animal treatment (coordinating with PR team on response)
Manage reactive and proactive vetting of new animal-related attractions/tours to ensure they abide by our animal welfare guidelines
Required Skills

A portfolio of produced B2B content pieces with key metrics showcasing a multi-purpose approach and how they’ve been utilized across numerous channels to drive traffic and/or generate leads
Understanding of Salesforce a must, plus other email collection/lead gen/sales tools preferred such as Pardot and ExactTarget
Familiarity with SaaS industry (software as a service—Bokun for instance)
Ability to break down technical components (such as a new product feature) into digestible information/tips easily understood by a layman
A maniacal focus on organization and task tracking, with a proven ability to juggle multiple projects at one time with little direction necessary
Solid understanding of content SEO tactics including but not limited to Google Keyword Tool, SEO titles & meta descriptions, keyword-centric copywriting, Google Search Console, image optimization, site structure, link building
Must be a skilled story teller who employs non-linear thinking skills to create compelling content that is quickly and easily understood by a B2B audience
Confidence to think outside the box and suggest growth ideas both big and small to improve content marketing/outreach strategy
Has experience managing content translation and localization for multiple languages
Excellent proofreading, content editing and grammatical skills
Ability to work in a fast-paced environment with an eye both short-term achievement and longer-term vision
A knack for good design and savvy user experience, optimizing content to achieve a specific goal
Wordpress skills a plus
Basic understanding of HTML, CSS, coding a plus—or the ability to communicate “dev speak” into more simple terms for non-tech team members

Bachelor’s degree in marketing, communications, or a business-related field
~5 years’ experience in progressive B2B marketing roles, preferably in fast-moving technology organizations or travel industry
Experience creating a wide variety of content including written articles & guides, presentations, videos, and webinars (live and on demand), from start-to-finish
Experience in creating multi-channel B2B messaging
Exceptional writing skills
PR experience a plus