Content Marketer (f/m/x) - AI-First

This is a hands-on role, requiring native-level German and working English proficiency.

doinstruct builds software that helps organizations train and enable their frontline teams, the people in factories, logistics, and service environments who are hardest to reach with conventional L&D. Our customers are manufacturers, industrial operators, and traditional enterprises.

As a key part of our marketing team, you’ll get to flex your strategic, research, and creative skills writing and creating content with two specific goals: Educate our audience (Thought leadership) and convert them (Acquisition). You own both end-to-end.

You will create high-value content in the form of blog articles, case studies, landing page copy and white papers, collaborating closely with internal subject matter experts. For shoots and videos, you’ll use your storytelling super powers to develop concepts, and manage external production partners.

AI is an expected part of your workflow. You leverage the speed and efficiency technology affords with the taste only humans possess to create credible content worth reading.

If you have a journalistic curiosity, understand B2B audiences, and know how to build a content engine from the ground up — let’s talk!

🎯 What you'll own

• Translate frontline realities, industry insights, trends, analysis and product communication into content that resonates with buyers who don't live in generic SaaS marketing.

• Plan and produce content across formats ( website, blog, video, social) that performs in both traditional search and AI answer engines like ChatGPT, Perplexity, and Google AI Overviews, and adjust based on what you’ve measured.

• Use AI tools as your default production layer: drafting, repurposing, ideation, research, so you can ship more, faster, without sacrificing quality.

• Produce German-first content (that’s also translated in English), and work closely with the wider GTM team on broader copy requirements like campaigns and sales decks.

• Brand tone of voice, ensuring consistency and differentiation

🙋 Who you are

• You've produced content professionally and have a portfolio or examples.

• You have a journalistic mindset — able to interview subject matter experts to extract insights, hooks, and stories.

• You're fluent in German, comfortable writing and speaking it professionally. You’re also comfortable collaborating, presenting, and working at a professional proficiency in English.

• You’ve already restructured how you work around AI — whether that's tracking AI visibility with something like Profound or Peec AI, producing multilingual content with tools like ElevenLabs or HeyGen, or researching with Perplexity instead of defaulting to Google. (If your content workflow looks basically the same as it did two years ago, this probably isn’t for you.)

• Bonus, not a requirement: you've worked with or around frontline, industrial, or blue-collar audiences and understand operator priorities.

🤩 What's different here

You're not maintaining an existing content machine; you're bringing a new brand strategy to life; experimenting; and building a content function. That means real ambiguity, but also a chance to have outsized impact on a rapidly scaling business.

🚀 Why doinstruct

• 400+ customers, Series A funded, below 2% churn. The product is a genuine must-have, which gives you real stories to tell.

• We're moving AI-first as a company and will actively help you get deeper into AI tooling, because that's the direction we're going.

• You're joining a GTM org that's still forming its shape, so what you build sticks.

📈 What success looks like

3 months You've got a content production rhythm running across formats, you understand our frontline buyer personas firsthand, and you’re identifying opportunities.

6 months Content you've produced is showing up in AI answer engines for queries that matter to us, and you can point to the pipeline it's driving. You’ve established strong partnerships with stakeholders both internally and externally.

12 months There's a repeatable content engine that treats AI answer engines as a first-class channel alongside traditional search. Content is having a measurable impact on revenue.

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At doinstruct, you can make full use of your skills and play an active role in the further development of our start-up. And yes, we attach great importance to a positive working atmosphere, maximum transparency, communication at eye level, and support every step of your personal and professional development.

Even if you don't tick all of the boxes, but you are motivated and want to work with us, you are very welcome to apply.

We embrace diversity and hire people based on their ability to perform a job. People of any race, gender, gender expression, sexual orientation, religion, age, disability, political opinion, or marital status are welcome at doinstruct.

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For questions or remarks please reach out to our Talent Acquisition Manager, Leonard, at -----

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