Content Marketing Manager

Job Title: Content Marketing Manager
Contract Type: Permanent
Location: London
Salary: £Competitive
Job Published: October 25, 2017 15:54

Job Description



UBM is looking for a talented individual to join the Marketing team as a Content Marketing Manager across their EMEA event portfolios.

The Content Marketing Manager role is an exciting role focusing largely on inbound marketing techniques across Protection & Management Series (IFSEC, FIREX, Barbour EHS, Safety & Health Expo, Facilities Show and Field Service Management Expo) as well as the Design Portfolio (Decorex, Sleep and KBB).

These events are leaders in their fields, and the Content Marketing Manager will be joining a team of talented, driven marketers, who strive for exceptional marketing in every output.

The Content Marketing Manager will be responsible for driving content generated attendance to the events, contributing to retention of existing visitors, as well as content influenced lead generation for exhibitors. This role is wide and varied and is best suited to an inquisitive, tenacious and personable individual, with an equally strong focus on Analytics and Copywriting and exceptional stakeholder management skills. This role will have two line reports to help the Content Marketing Manager execute their content marketing strategies.

Purpose of the role

1.    DRIVE NEW DATA THROUGH CONTENT: Commission pieces of content (ie articles, whitepapers etc) to drive both new visitor data and exhibitor leads for the sales team to convert.

2.   CONVERT CONTENT DATA TO EVENT ATTENDEES: To utilise the huge amount of new data we have from our content sites to target potential visitors for the events, with individual follow up of each content piece for maximum engagement.

3.    USE EXISTING CONTENT FOR ENGAGEMENT: To use the live and digital content we have to cross promote the audiences with relevant content to keep them engaged year round – both visitor and exhibitor.

4.    BARBOUR MARKETING: Manage the marketing output and re-purposing of content across Barbour EHS and EFM, in order to drive leads and retention for Barbour.

5.   VISITOR CONVERSION: To use the right type of content in the right way and at the right time (per audience group) to drive already registered visitors to attending.

6.   NURTURE SALES LEADS TO REVENUE: Use content to push sales leads, or new potential exhibitor data, through the marketing funnel.


The ideal candidate will be fluent in:

  • Content Marketing Strategy: To understand how to make magic with content resources! This means having a point of view on how to use original content and curated content from the content teams to maximize the reach and potential. A knowledge of customer journey mapping, delivering the right content to the right audience personas and utilising the marketing funnel, will be essential.

  • Digital Strategy: Experience and management of publication of a brand’s content across digital channels. We need someone who understands the channels their audience is using, knows the nuances and context for each, and knows how to maximize their company resources to drive impact across digital channels. For this, an Inbound Marketing mindset is a must. We need someone with demonstrated proficiency in earning audience attention through classic inbound techniques (search, social). This includes a solid understanding the way to create content that attracts attention. A knowledge of outbound techniques ie Email is also important.

  • Project management: To have the ability to manage a plan and define a continuous publishing schedule (vs. campaign-based mentality).

  • Analytics: Content marketing requires a deep knowledge of common analytic tools (Google Analytics, Adobe Analytics, etc.) and optimization approaches (A/B testing).

  • Business Acumen: To have the ability to translate what you are doing, why you are doing it and to be able to present the business value of content marketing to business people. This means showing both the volume of content marketing KPIs (pageviews, social shares, etc) and also the business value of your efforts (I.E. event registrations and new data.)

  • Social Proof: Show that you can build an audience via social channels.

We are an equal opportunities employer committed to building a diverse and inclusive culture. We actively welcome applications from suitably qualified and eligible candidates from minority ethnic backgrounds and LGBT communities as they are currently underrepresented at application stage.