Content Marketing Lead en Baton

About Baton

At Baton, we’re on a mission to transform how small business owners navigate one of the most pivotal moments of their lives - selling their business. By creating a seamless, transparent, and empowering experience, we help owners understand the true value of what they’ve built, connect them with the right buyers, and guide both parties through a smooth, successful transition.

We’re a passionate team rooted in deep customer empathy. We take pride in doing right by our users - even when that means asking tough questions or sharing hard truths. Our ideal teammate is humble enough to let the data lead the way, yet bold enough to think big and take risks when opportunity knocks.

Baton is committed to building a team as diverse as the entrepreneurs and communities we serve. Our hiring process looks beyond résumés - we seek the full picture of who you are and the potential you bring.

We’ve raised over $15M from some of the best in the business, including Obvious Ventures, Giant Ventures, Bloomberg Beta, Divergent Capital, WndrCo, Trust Fund, and a syndicate of world-class investors. This is just the beginning, and we’d love for you to be part of what’s next.

Role Overview

You will be the “content brain” at Baton - owning ideation, creation, optimization, and performance of content across our blog, LinkedIn, social (Instagram / TikTok / YouTube), and more. You’ll translate insights from the SMB acquisition space into compelling narratives that attract, engage, and convert business owners and buyers. This role sits on the Growth team and blends content marketing, growth marketing, and brand storytelling.

Key Responsibilities

• Lead Baton’s content strategy and roadmap, aligning with growth goals (organic acquisition, thought leadership, brand awareness)

• Produce high-impact content end-to-end: from ideation and interviews to writing, editing, and publishing

• Create and manage content across formats: blog posts, LinkedIn, social media (TikTok, Instagram), and web copy

• Interview business owners, buyers, and internal experts to surface stories and insights relevant to SMB acquisition

• Own SEO / AEO performance - implement best practices, track rankings, and drive discoverability

• Manage the content calendar and coordinate with Sales and Transact teams for timely execution

• Analyze performance data (traffic, engagement, conversions) to inform iterations and future planning

• Collaborate with design and video teams to expand content formats (e.g. video, infographics, newsletters)

• Support brand voice and messaging, including occasional copywriting for campaigns and site updates

• Stay ahead of market trends and competitor content, identifying opportunities for new content themes

What We're Looking For (Qualifications & Skills)

Required

• 2–5 years in content marketing, editorial, communications, or related roles

• A strong writing portfolio (blogs, LinkedIn, social or other media) that shows clarity, creativity, and business impact

• Excellent editing, narrative structuring, and storytelling skills

• Experience producing content for executives / leadership, especially in B2B or complex domains

• Demonstrated ability to manage a content strategy across multiple channels

• Solid research / synthesis skills - digging into unfamiliar industries or verticals and surfacing compelling narratives

• Comfortable in high-growth, ambiguous environments; ability to switch hats and move fast

Preferred / Nice to Have

• Experience in or passion for SMBs, fintech, acquisitions, or marketplaces

• Hands-on experience or exposure to content SEO / keyword strategy and analytics tools (e.g. SEMrush, Ahrefs, Google Analytics)

• Experience creating or collaborating on video / short-form media (Reels, TikTok, YouTube)

• Familiarity or comfort using AI / generative tools to support ideation or drafts

• Experience in startup / tech-enabled services or growth roles
  

Success Metrics / KPIs

• Organic traffic growth (blog / content-driven)

• Search rankings / keyword visibility (AEO / SEO)

• Engagement metrics (time on page, bounce, shares, comments)

• Conversion / funnel contribution (e.g. content-led leads, email signups)

• Content velocity / consistency (publishing cadence vs plan)

• Quality / brand consistency (editorial review, feedback)

Why Baton

• Mission-driven work: empowering entrepreneurs and shaping the future of small business transitions.

• Collaborative, data-driven, and growth-oriented culture.

Opportunity to make a significant impact at an early stage in our journey.

Benefits

• Employer contribution for all healthcare options

• 401k plan / short-term disability

• Five weeks of paid time off, generous sick leave, and six weeks of flexible Work From Anywhere days

• On-demand mental health support from Spill

• Laptop of your choice

• Parental leave program

• The opportunity to make a meaningful impact on the lives of small business owners and their communities