Content Marketing Writer

Company Overview: At Panopto, we are the most customer-centric learning technology company in the world. As the leader in visual and audio-based learning , we empower organizations to share knowledge effortlessly in a capture and post-capture world. We don’t just build software; we obsess over our users’ goals to deliver solutions that truly matter. Our mission is simple: to attract the brightest talent, people like you, to Elevate the Craft and do the most impactful work of your career. To enhance our team, we are seeking an experienced Content Marketing Writer to drive high-impact, conversion-focused content across web, campaigns, and customer storytelling. Position Summary: In this role, you will have the opportunity to do the most impactful work of your career, elevating your craft while contributing to a team that values lifelong learning. We are seeking a Content Marketing Writer to own the Panopto story across our digital ecosystem. This is not a traditional "writing" role; it is a strategic position sitting at the intersection of Product Marketing, Demand Generation, and Brand. Your goal is to translate complex product insights into clear, benefit-driven narratives that drive engagement, conversion, and pipeline. While your work will span across various enterprise use cases, you will be deeply anchored in our primary mission: transforming Higher Education through video technology. You'll also have opportunities to contribute to other initiatives that directly advance our core values and support you in elevating your craft. How You’ll Contribute: Elevate the Digital Experience * Refine the Core Narrative: Write and optimize website copy and landing pages that turn visitors into advocates. Bridge Messaging & Action: Partner with Product Marketing to turn complex ICP insights into high-performing content across all channels. Continuous Evolution: Use performance data and user behavior to iterate on content, ensuring it always hits the mark. Champion the Voice of the Customer * Storytelling with Impact: Own the end-to-end development of customer case studies, conducting interviews that uncover real business outcomes and differentiation. Enable Sales: Translate customer success into assets that empower our sales teams and fuel our marketing campaigns. Drive Thought Leadership & Performance * Lead the Industry Conversation: Own the Panopto blog and ebooks, focusing on Higher Ed trends to build long-term credibility. Search & AI Optimization: Collaborate with our performance agency to ensure content is intent-driven, ranking high in both traditional search and AI-generated results. Develop compelling content: for Campaigns, Social media, Email, and nurture programs, including supporting campaign narratives and “takeover” motions. Ensure content is ICP-relevant, On-message, and designed to drive engagement and conversion. How We Thrive: You’ll join a team where we challenge ideas, not people—because the best outcomes come from shared thinking and honest debate. We operate with clarity over complexity, holding ourselves accountable to impact, not just activity. On this team, content is not created in a vacuum. We work in tight partnership across Product Marketing, Demand Gen, and Brand—pressure-testing ideas, refining messaging, and aligning quickly around what will drive results. You’ll be part of regular working sessions where ideas are built together, not handed down. When something isn’t landing, we don’t let it linger—we dig in as a team. Whether it’s reworking a campaign narrative, tightening website copy, or iterating on performance data, you’ll have the support and partnership to solve problems quickly and effectively. Your voice will matter here. We expect you to bring perspective, challenge assumptions, and continuously raise the bar on how we show up in the market. In return, you’ll gain visibility into how content directly drives pipeline, product adoption, and company growth. The Foundation for Success: We focus on outcomes rather than checkboxes. You will thrive here if: You are a Master Storyteller: You are a strong writer and storyteller with a portfolio that proves you can handle everything from a concise headline to a deep-dive narrative, creating content that drives measurable outcomes. You translate complex product and market insights into clear, compelling narratives that resonate with our ICP and connect content to business outcomes. You Champion the Customer Voice: You are deeply curious about the customer and consistently reflect their voice in everything you create. You Value Collective Wisdom: You build trusted partnerships across Product Marketing (to translate messaging into content), Demand Generation (to support campaigns and conversion), and Brand/Digital (to ensure consistency and quality). You Act with Ownership: You proactively identify gaps in our story and propose ways to improve how we show up in the market. You are Data-Informed: You view performance metrics as a creative tool, using them to refine your voice and strategy. What Sets You Apart (The Foundation): We value outcomes over activity. You are the right fit for this mission if you bring: B2B SaaS Expertise: 3-5 years of experience (or equivalent) writing for sophisticated software audiences, ideally within EdTech or Higher Education. A Versatile Portfolio: You can show us everything from a high-converting headline to a deep-dive narrative customer story. Storytelling Instincts: You have a "nose" for a good story and the interviewing skills to draw out powerful insights from customers. Modern Search Fluency: You understand SEO and AEO (AI Engine Optimization) best practices—ensuring our content is found wherever users ask questions. Ownership Mentality: You are self-directed and organized. You can manage multiple workstreams and cross-functional collaborations without losing sight of the goal. What Sets You Apart: Familiarity with tools like WordPress, Semrush, and GA4 Experience working alongside or briefing a performance marketing agency What Success Looks Like: Within 30 Days: (Integration and Audit) You will build a deep understanding of Panopto’s customers, product, and positioning—quickly getting up to speed on how we tell our story today and where we need to improve. You’ll begin contributing to live projects, refining website and campaign content with a focus on clarity, consistency, and conversion. By the end of this phase, you will have identified clear opportunities to strengthen how our content drives engagement and pipeline. Within 60 Days: ( Direct Contribution) You will be actively shaping how Panopto shows up across key channels—owning sections of the website, contributing to campaign narratives, and beginning to develop customer stories. Your content will be informed by performance data and aligned tightly to ICP needs, showing early signs of improved engagement and message clarity. You will be a trusted partner to Product Marketing and Demand Gen, translating strategy into content that moves faster and performs better. Within 90 Days & Beyond: (Full Ownership and Legacy) You will have taken full ownership of core content areas—including website experiences, campaign content, and customer storytelling—delivering work that measurably improves engagement, conversion, and pipeline contribution. You will have established a consistent, high-quality content standard across channels and introduced improvements grounded in data, SEO/AEO insights, and customer voice. At this point, you are not just executing—you are actively shaping how Panopto communicates its value in the market and driving content as a lever for growth. Join Panopto and be part of an exciting journey where your expertise in content strategy and storytelling will make a significant impact on our growth trajectory. If you’re a proactive, curious, and results-driven content professional ready to shape how we show up in the market and drive meaningful engagement, we encourage you to apply. Beyond the Requirements: At this point, we hope you're feeling excited about the job description you’re reading. Even if you don't feel that you meet every single requirement, we still encourage you to apply. We're eager to meet people that believe in our mission and can contribute to our team in a variety of ways - not just candidates who check all the boxes. We want people to feel comfortable expressing their true selves and to come, stay, and do their best work here. Recruiting Tips: From crafting an impressive resume to presenting your best self during our interviews, we're dedicated to ensuring you feel well-prepared and self-assured as you embark on opportunities at Panopto. Discover some valuable Recruiting Tips from our team. The standard interview process at Panopto involves several steps, outlined below, to ensure we approach the process thoughtfully and consistently: Application Review -> Recruiter Call -> Video Interview & Assessment -> Hiring Manager Call -> Interview Loop -> Debrief -> Offer Our people and culture Panopto’s mission is to be the leader in visual and audio-based learning in a capture and post-capture world. Our user base is as diverse as the world’s universities and businesses. Panopto’s commitment to fostering a fair, equitable, and inclusive culture empowers each member of our team to express their authentic selves, contribute their distinct perspectives and make a meaningful impact both individually and collectively. This inclusive environment not only encourages creativity and the free exchange of ideas but also harnesses the power of varied viewpoints. As a result, we are better equipped to tackle our most intricate challenges, leveraging the wealth of different experiences and backgrounds within our team. This collaborative spirit empowers us to challenge ideas (not people) recognizing that our shared success relies on collective wisdom. It drives us to continuously improve and innovate, ultimately elevating the quality of our products and services. It’s what sets Panopto apart as a unique and rewarding place to work. Our purpose We believe that video can have a transformative effect on learning. So we built a video knowledge management platform that helps businesses and universities improve the way that they train, teach, and share knowledge. Since 2007, we have been a pioneer in video capture software, video management, and inside-video-search technology. Panopto has been adopted by more than 1,600 companies and universities worldwide with over 11 million end users. Today, Panopto’s knowledge management platform is the largest repository of expert learning videos in the world. A proud remote-first company, Panopto is headquartered in Pittsburgh, with offices in London, Hong Kong, Singapore, and Sydney, and has received industry recognition for its innovation, rapid growth, and company culture. Panopto is an Equal Opportunity Employer. We value and encourage diversity and solicit applications from all qualified individuals which will receive consideration for employment without regard to race, color, religion, sex, marital status, sexual orientation, gender identity or expression, national origin, age, disability or protected veteran status, or any other legally protected criteria, in accordance with applicable law. Panopto is committed to providing reasonable accommodation to applicants with disabilities. If you require accommodation for interviewing or otherwise participating in the employee selection process, please provide more detail on how we can further support you by reaching out to the Employee Experience department. Remote, US: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely. Remote, International: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely. Still, they may make regular trips to the local international office from time to time, where applicable. Use of Artificial Intelligence (AI): Panopto may utilize artificial intelligence (AI) tools to assist in our recruitment and evaluation process. This may include analyzing resumes, assessing skills, and generating insights to help identify qualified candidates. Please be assured that AI tools are used to support our team, and all final hiring decisions are made by human reviewers. Panopto hiring teams will thoroughly review your application and assessment results. AI is not used to make final decisions regarding your candidacy. By submitting your application and participating in the recruitment process, you acknowledge and consent to Panopto's use of AI tools as described above. We are committed to full compliance with all applicable labor laws, including Equal Employment (EEOC) laws, across all our company entities. To ensure fairness and transparency: We have human oversight in all hiring decisions. If you have concerns regarding the use of AI in your assessment, please contact Panopto Talent Attraction to request a manual review of your application. Please be aware that while we offer this option, the manual review process may take longer than the standard AI-assisted process. Any data collected during this process, including video recordings if applicable, will be retained only for the duration necessary to fulfill the hiring purpose and will be deleted shortly thereafter once the role is filled. We may utilize vendor tools to assist with the AI process. Vendor functions are ‘skill assessments' or 'resume analysis'. Panopto is dedicated to a fair and equitable hiring process for all candidates.