At FreeAgent, content is pivotal to our strategy for communicating with our key audiences of small business owners, accountants and bookkeepers at every stage of the marketing journey.
As Lead Editor in the Practices stream, you will collaborate with key stakeholders in the Practice Marketing team to develop and execute content strategies to attract, acquire, engage and retain accountants and bookkeepers.
You will be responsible for ensuring that all work produced in your stream delivers on its objectives and meets agreed standards. In collaboration with your direct reports and other stakeholders, you will plan, execute and measure company-wide projects in your specialist area.
With expertise in editing and proofreading, as well as robust skills in creating high-impact content to meet marketing objectives, you’ll be an excellent collaborator who can work effectively with senior stakeholders.
Day to day your role will involve

Writing, editing, and proofreading

• Draft, edit, proofread and sign off all content work produced by your stream, using your editing and proofreading skills to ensure that all content is accurate and of a high standard and that it meets brand guidelines and tone of voice
• Create and edit content to ensure it will meet specific marketing objectives, such as customer acquisition, engagement, conversion and retention, by prompting users to take specific actions
• Edit with laser-focused precision, removing ambiguity and creating clarity at every opportunity, while applying creative flair and maintaining the FreeAgent tone
• Deliver feedback to other members of the content team in a constructive and supportive way to help improve editorial skills in your specialist area
• Gain deep insight into the benefits, features and functionality of FreeAgent for your audience and ensure these are expertly articulated in our content; adapting tone, style and level of detail as appropriate
• Craft effective calls to action that deliver on strategic objectives by driving users to take desired actions
• Optimise the messages we craft to drive response from users based on performance data and insight

Collaboration

• Work with direct reports and collaborate with stakeholders in your specialist area to plan and co-create content projects skilfully and strategically, taking into account commercial priorities, available resource in your content stream and existing project commitments
• Support the Practice Marketing team in delivering against marketing objectives. Share and coach best practice, highlight opportunities and maximise the role that content can play in a communications project or campaign
• Understand how factors such as audience, commercial objectives and wider contextual factors for a piece of content should influence the direction of messaging and copy choices
• Know which questions to ask to gain all information required in order to complete a piece of content work to the highest standard possible for your specialist audience
• Have an in-depth understanding of the interplay between content, comms and wider functions of FreeAgent, such as sales, support, comms design and product, to ensure that the content you create, commission or edit contributes to all relevant objectives and that all stakeholders are consulted
• Prepare briefs and other instructions for content work for freelancers, and for your direct reports to tackle with your support and feedback
• Understand risk management processes and regulatory guidelines and implement these in content work wherever appropriate, consulting with appropriate stakeholders
• Create, commission and edit content for wider comms projects for your specialist audience against detailed briefs produced by colleagues in the relevant area of the comms team, ensuring the content meets every objective identified in the brief

Content strategy, measurement, and analysis

• Champion the role of content across the business, and understand business strategy so as to advise, support and shape strategic use of content in all areas, in conjunction with Managing Editor
• Contribute to the development of new content strategies and the evolution of existing strategies in your specialist area through data-driven insights and knowledge and experience of best practice
• Demonstrate a solid understanding of the metrics we aim to influence with our wider content strategy, report on them confidently for your specialist area and suggest ways to achieve greater impact
• Develop subject matter expertise in your specialist area, keeping a close eye on trends and using this expertise to add value to content plans, projects and strategies for your audience

Line management

• Support the Managing Editor in the leadership of the content team and communicate a clear vision for your content stream, setting priorities that align with this vision
• Follow FreeAgent’s people management processes including conducting weekly 1:1 meetings, regular PDP reviews to discuss performance and growth and bi-annual salary/promotion reviews
• Provide regular feedback to your direct reports and support them when they encounter challenging situations
• Report effectively to Managing Editor following 1:1s and performance discussions with team members