Senior Manager, Content

As the Senior Manager, Content at Intercom, your main responsibilities will revolve around shaping and executing a comprehensive content marketing strategy. This includes overseeing content creation, driving an editorial vision, ensuring consistency across multiple channels, and elevating Intercom’s brand positioning within the AI-driven customer service landscape. You'll also develop sales enablement materials and work closely with various teams to ensure alignment in achieving business goals.

To qualify for the Senior Manager, Content role at Intercom, candidates should have at least 6 years of experience in B2B content leadership, particularly in SaaS or AI-driven environments. A proven track record of driving demand through compelling content, exceptional storytelling skills, and a strong understanding of content distribution strategies is essential. Leadership experience managing both full-time and contract teams is also a must.

The Senior Manager, Content plays a crucial role in Intercom's demand generation by creating high-impact content that resonates with decision-makers. This includes developing audience-first strategies that align with demand generation goals, creating pillar content like industry reports and webinars, and crafting sales enablement materials that support sales teams in generating qualified leads and driving pipeline growth.

Success as a Senior Manager, Content at Intercom relies on a blend of strategic vision and hands-on execution. Key skills include exceptional storytelling and editorial capabilities, proficiency in content distribution methods like SEO and social media, a data-driven approach to measuring content impact, and strong leadership abilities to mentor a diverse content team while collaborating across multiple departments.

Intercom fosters a radically open and accepting work culture, encouraging collaboration and innovation. As a Senior Manager, Content, you can expect a hybrid working policy, with a focus on in-person collaboration at least two days a week. The organization values diversity and promotes a safe and inclusive environment while avoiding divisive subjects. If you’re looking for a workplace that supports creativity and ingenuity, Intercom is the place to be.

When asked about your content strategy development process, focus on outlining how you define target audiences, set measurable goals, and align content initiatives with business objectives. Emphasize your experience with analysis and feedback to continuously refine the strategy and ensure it fuels demand effectively.

In responding to this question, highlight your approach to audience research, competitive analysis, and data-driven insights that help prioritize content topics. Discuss how you evaluate content performance metrics to determine the most effective formats, ensuring that your strategy remains audience-centric and aligned with business goals.

Share specific metrics such as engagement rates, lead generation, conversion rates, and content ROI that you track to measure performance. Explain how these metrics assist in optimizing content strategies for better results, showcasing your data-driven mindset.

Emphasize your belief in cross-functional collaboration by discussing how you facilitate communication between content and sales teams, ensuring that the content produced directly supports sales initiatives. Share specific tactics, like regular meetings or shared goals, to maintain alignment and meet objectives.

Be prepared to discuss a specific piece of content you developed that effectively drove demand. Focus on the topic, audience targeting, distribution strategy, and measurable outcomes such as increased leads or enhanced engagement, showcasing your results-driven approach.

Explain your understanding of SEO best practices and how you integrate them into your content strategy. Talk about conducting keyword research, optimizing each piece of content for search engines, and maintaining a focus on organic visibility to enhance reach and engagement.

When discussing your mentorship approach, illustrate how you empower team members by providing constructive feedback, promoting professional development opportunities, and fostering an environment where creativity and experimentation are encouraged. Highlight any specific methods or tools you use for team growth.

Mention a range of tools you're familiar with for content management, distribution, and performance analytics, such as content management systems, social media platforms, and analytics software. Share how these tools help streamline processes and improve content effectiveness.

Discuss your approach to tailoring content for diverse audiences and distribution channels. Share strategies like adjusting language, format, and messaging to resonate with specific demographics or platforms, ensuring consistent tone and brand messaging across all touchpoints.

In answering this question, consider discussing your observations on evolving trends, such as the importance of personalization and data-driven strategies in AI-driven content marketing. Share your perspective on how AI will shape content creation and distribution in the coming years.