Senior Content Writer

We are seeking a highly creative and strategic Senior Content Writer & Strategist with a primary focus on driving organic growth and building EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). The ideal candidate will possess a unique blend of strategic thinking for short and long form content and a natural flair for creating engaging, Gen Z-resonant messaging for social media.

Your core mission will be to plan and execute our comprehensive content strategy, with a strong emphasis on pillar pages, blogs, and social media platforms (primarily Instagram, Facebook, YouTube and LinkedIn). You will be responsible for creating content that resonates with our diverse audience- aspiring students, their parents, and career switchers- while ensuring a cohesive brand message across all channels.

Roles and Responsibilities

Key Responsibilities

1. Topic Cluster Strategy & SEO:

• Implement Topic Cluster Strategy: Research, plan, and create high-quality, long-form pillar pages (2,000+ words) and supporting blog posts to establish Frankfinn as an authority in the Aviation, Hospitality, Travel and Customer Service industry, building topical authority in these industries.
• Optimize for Search: Conduct keyword research and implement a cohesive SEO strategy across all content. Optimize headlines, meta descriptions, video tags (platform based) , and internal linking strategy to maximize visibility and build topical authority.

2. Produce Social-First Content & Scriptwriting:

• Video Scripts: Write compelling scripts with strong hooks and narratives for short-form Reels (for meta ads and organic posting) and long-form videos for YouTube  while adapting and incorporating the latest trends.
• Copywriting: Develop engaging social media posts and creative copy for static/dynamic ads and stories/posts that resonate with a Gen Z audience
• Interactive Content: Create polls, quizzes, and interactive elements to boost engagement across platforms

3. EEAT & Authority Building:

• Demonstrate EEAT: Integrate trust signals into all content by interviewing internal experts (instructors, alumni) and external guest, citing reputable sources, and writing compelling student success stories and testimonials.
• Source and Write Success Stories: Work with students and alumni to develop success stories, testimonials and case studies, incorporating their stories and authentic images into our blogs and pillar pages to showcase real-world experience. leverage user-generated content from social media.

4. Content Repurposing & Journey Mapping:

• Adapt and Repurpose: Adapt, repurpose, or create platform-specific content from main topics.

• Content Journeys: For example: a blog post can inspire a long-form YouTube video, which can be adapted into clips or new short-form content for Instagram Reels and Facebook based according to the best practices of that platform.

5. Lead Generation & Conversion Content:

• Lead Magnet Creation: Develop and write compelling lead magnets, such as free guides, career roadmaps etc, designed to capture qualified leads.

6. Analyze Performance:

• Use audience data and analytics to personalize/customize content based on audience segment performance data and refine the overall strategy for maximum impact for pillar pages, blogs and social media content using their respective tools for insights.

7. Ancillary Marketing Copy (As Required):

• Provide copywriting support for other marketing initiatives, including website content, landing pages, infographics, email campaigns, newsletters, and brochures as and when required.

8. Brand & Collaboration

• Champion the Brand Voice: Ensure all content, from long-form blogs to short-form Reels, is insightful, youthful, and exciting, aligning perfectly with Frankfinn's brand guidelines primarily for a young audience and also catering to different audiences like their parents and also career switchers as required by the content adapting it for each platform best practices with the ability to write reader-friendly content that is easy to comprehend for young audience.
• Contribute to Employer Branding: As needed, create content for our LinkedIn page that showcases our company culture, employee stories, and career opportunities to attract top talent.
• Collaborate for Success:Execute the unified content calendar collaborating with the team, ensuring content is strategically aligned and delivered on schedule. Serve as the central content hub, collaborating closely with SEO Managers, Social Media Managers, Designers, and Video Editors.
• Manage Brand Reputation: Handle any sensitive content situations with the appropriate tone and messaging to maintain brand integrity.

9. Success in This Role is Measured By:

• Website/SEO: Growth in organic traffic, improvements in keyword rankings, featured snippet and AI Overview acquisition, lower bounce rates, and higher engaged sessions
• Social Media: Growth in followers and reach, increased engagement rates (likes, comments, shares, reposts, saves), and high video retention/hook rates.
• Business Impact: Increase in content-assisted conversions and qualified leads, such as admissions inquiries or form submissions driven by content.

Required Skills and Qualifications

• Proven Experience: 4–7 years in a professional content writing role, with a strong portfolio showcasing long-form articles, social media copy, and video scripts.
• SEO & EEAT Proficiency: A solid understanding of  EEAT principles and hands-on experience with keyword research and on-page SEO.
• Social Media Native: An intuitive grasp of what engages a Gen Z audience on platforms like Instagram and YouTube.
• Exceptional Writing Skills: Impeccable command of English, flawless grammar, and the ability to write clear, compelling, and persuasive copy.
• Bilingual Proficiency: Ability to write effective bilingual content (English and Hindi mix) that resonates with diverse Indian audiences
• Collaboration & Project Management: Strong communication skills and a proven ability to manage multiple projects in a fast-paced environment.
• Content Originality: A firm commitment to producing 100% original, human-created content, free from plagiarism and AI-writing tools.

Trends: Stay updated on the current and future marketing trends.