Here at Appian, our core values of Respect, Work to Impact, Ambition, and Constructive Dissent & Resolution define who we are. In short, this means we constantly seek to understand the best for our customers, we go beyond completion in our work, we strive for excellence with intensity, and we embrace candid communication. These values guide our actions and shape our culture every day. When you join Appian, you’ll be part of a passionate team that’s dedicated to accomplishing hard things.
We are seeking an experienced and passionate Content Marketing Manager to deliver compelling, differentiated content on AI, automation, and process orchestration. Target personas are IT leaders, enterprise architects, developers, and business leaders in financial services, public sector, insurance, and life sciences industries.
At Appian, Content Marketing is more than writing great content. Our team of storytellers play a pivotal role in crafting our go-to-market messaging, driving our thought leadership strategy, and executing integrated global campaigns that generate qualified leads. This role partners closely with product marketing, digital campaigns, sales strategists, and subject matter experts to craft our marketing messages and produce original content that showcases our impact in the market. The ideal candidate will have a track record of turning technical expertise into engaging content and a deep understanding of the B2B enterprise software marketing funnel.
This role is based at our headquarters in McLean, Virginia. Appian was built on a culture of in-person collaboration, which we believe is a key driver of our mission to be the best. Employees hired for this position are expected to be in the office 5 days a week to foster that culture and ensure we continue to thrive through shared ideas and teamwork. We believe being in the office provides more opportunities to come together and celebrate working with the exceptional people across Appian.

In this role, you will:

• Create, maintain, and execute a campaign content strategy and editorial calendar, in close collaboration with product strategists, campaign managers, and subject matter experts.
• Produce crisp, value-based content at scale across the buyer’s journey. This includes thought leadership assets, SEO content, web copy, ad copy, sales enablement materials, video scripts, and emails.
• Lead with curiosity, interviewing subject matter experts and digging to understand the key value propositions and impact of product capabilities including AI, data fabric, automation, and process orchestration.
• Translate data from across marketing into actionable recommendations. Run A/B tests, assess results, and share learnings to continuously optimize messaging.
• Communicate and collaborate with other marketing leaders — including industry and product marketers, digital campaign leads, SEO, creative, field marketing, partner marketing, and social media — to plan, produce, and distribute content in support of our campaign goals.
• Utilize your creativity to brainstorm new content ideas and formats based on interviews with subject matter experts (both internal and external), content performance data, competitive research, SEO research, and market trends.
• Take ownership and initiative across the full content marketing journey, including auditing and updating existing content and identifying gaps and opportunities.

Qualifications:

• 5+ years of content marketing, inbound marketing, corporate communications, brand journalism, or related experience within enterprise software.
• Excellent writing and editing skills with original bylines/content to support.
• Experience writing about related technologies, including artificial intelligence (AI), business process management (BPM), automation, case management, CRM, Platform-as-a-Service (PaaS), and data fabric preferred.
• The ability to create content for every stage of the buyer’s journey and for various channels and audiences.
• A proven track record of developing content-based programs to drive awareness, engagement, and demand generation with our target audiences.
• Able to think critically and creatively while multitasking and meeting strict deadlines.
• BA/BS degree or equivalent in a relevant discipline.

• Create, maintain, and execute a campaign content strategy and editorial calendar, in close collaboration with product strategists, campaign managers, and subject matter experts.
• Produce crisp, value-based content at scale across the buyer’s journey. This includes thought leadership assets, SEO content, web copy, ad copy, sales enablement materials, video scripts, and emails.
• Lead with curiosity, interviewing subject matter experts and digging to understand the key value propositions and impact of product capabilities including AI, data fabric, automation, and process orchestration.
• Translate data from across marketing into actionable recommendations. Run A/B tests, assess results, and share learnings to continuously optimize messaging.
• Communicate and collaborate with other marketing leaders — including industry and product marketers, digital campaign leads, SEO, creative, field marketing, partner marketing, and social media — to plan, produce, and distribute content in support of our campaign goals.
• Utilize your creativity to brainstorm new content ideas and formats based on interviews with subject matter experts (both internal and external), content performance data, competitive research, SEO research, and market trends.
• Take ownership and initiative across the full content marketing journey, including auditing and updating existing content and identifying gaps and opportunities