Content Marketing Lead

About Baton

Baton equips business owners and buyers with a modern, data‑driven marketplace to buy or sell, offering valuations grounded in real financials and allowing them to close deals 2x faster than the industry norm. We recently closed our Series A to scale this vision further. We are proudly to be building in person in New York City.

Why Join Us

• Rapid momentum — We’re gaining traction quickly & our valuation tools, off‑market listings, and streamlined closing processes are changing how small business deals happen at scale.
• Ownership from day one — As a small, lean team, every hire carries outsized impact; from shaping product direction to building a culture of customer-first execution.
• In-person energy & collaboration — Based in NYC, we foster a tight-knit, energetic team environment where voice matters and decisions move fast.
• Mission with heart — We’re clearing the path for small business owners to take meaningful steps forward by providing them clarity, speed, and confidence when it matters most.
• World-class investors & runway for impact — Backed by Obvious, Giant Ventures, Divergent, Trust Fund, Burst Capital, Bloomberg Beta, and others, our Series A sets a deliberate course for growth and meaningful scale.
• Competitive compensation & perks — Expect market‑competitive pay, equity, fully-covered health benefit options, flexible time off, commuter perks, in-office snacks, and a true culture of low ego and high respect.

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

What We'Re Looking For (Qualifications & Skills)

Required

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

Success Metrics / Kpis

Why Baton

• A collaborative, data-driven, and growth-oriented culture.
• An 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

Help Us Create The Next Great Asset For Everyone

• We believe that democratizing access to small business ownership with reliable data and tools for buying and selling businesses will reshape the economy.
• At Baton, we’re building the AI-native platform that makes small business transitions transparent, fast, and fair as we support the millions of baby boomers who have poured their life into their small business.
• We’re already the largest marketplace in the space with nearly 100 closed transactions & thousands of listings in front of tens of thousands of active buyers on the platform.