The Digital Content Manager owns digital content execution across all three Silver Lining brands: Silver Lining, silv=r™, and small.news. This role spans social media management across several platforms, video production and editing from live recordings, paid advertising across Meta, LinkedIn, and YouTube, website content management, campaign support, email and newsletter distribution, and recruitment posting.
The ideal candidate is an experienced digital content producer or manager who can move fast, stay organized, and maintain a high standard of quality and consistency across everything that is posted.
**What You Own**
Content Creation
This role is responsible for producing and coordinating content across brands. The Digital Content Manager is expected to create, write, and format content, _and_ to delegate and coordinate with the broader team.
* Social media posts across all brand channels (Written, formatted, and platform-optimized)
* Marketing posts promoting upcoming events, programs, and other initiatives
* Newsletters (Written or assembled, formatted, and distributed across email, social, and WhatsApp groups)
* Campaign support materials, including slides and content for major campaign decks
* Job postings when Silver Lining is hiring (Written and published across the website and relevant platforms)
* Website content updates for the Silver Lining Media page and Happenings page
* Video content sourced from event recordings, small business owners' interviews, strategy sessions, and other programming
Social Media Management
This role owns posting and delegates posting where appropriate across all active social channels for Silver Lining, silv=r™, and small.news
**Channels Owned**
* small.news: LinkedIn, Facebook, Instagram
* silv=r™: Facebook, Instagram
**Ongoing Responsibilities **
* Maintaining and executing the social distribution calendar across all brands
* Platform-native content formatting and scheduling
* Community engagement–responding to comments, messages, and interactions across channels
* Coordinating with the team to ensure events and announcements are promoted ahead of time
* Using SocialPilot to schedule and manage publishing across platforms
* Tracking social performance metrics and using data to inform content decisions
YouTube Optimization
YouTube is a major strategic channel for Silver Lining, and this role owns it end-to-end. The Digital Content Manager is responsible for turning raw recordings and programming into compelling, well-optimized YouTube content—and for growing the channel as an audience- and lead-generation asset.
* Editing recordings from events, small business owners’ interviews, strategy sessions, and other programming into polished, publication-ready YouTube videos
* Developing and executing a YouTube content strategy, including publishing cadence, content pillars, and audience growth targets
* Cutting long-form content into YouTube Shorts and Instagram Reels
* Thumbnail creation and title optimization to maximize click-through rate and watch time
* Retention-focused editing, structuring our videos to keep viewers engaged from open to close
* Monitoring YouTube analytics and iterating based on what’s working
* Building a consistent content pipeline so the channel is always active and growing
Digital Lead Generation
This role has a direct lead generation function. The Digital Content Manager is expected to use paid and organic channels to drive measurable growth in silv=r™ sign-ups, event registrations, and audience reach. This isn’t just posting content, but actively engaging our audience.
_Paid Advertising_
* Meta Ads (Campaign strategy, creative production, audience targeting, and performance monitoring)
* YouTube Ads (Campaign management, targeting, and performance tracking)
* Boosting high-performing organic posts across platforms to extend reach and drive conversions
* Reporting on paid performance and making data-informed optimization decisions
_Organic Lead Generation_
* Writing and posting content with clear calls to action that drive silv=r™ sign-ups and event registrations
* Coordinating social promotion around key conversion moments (Launches, events, application windows)
* Using platform analytics to identify top-performing content and amplify it strategically
* Contributing to a consistent digital presence that builds trust and keeps Silver Lining top of mind for small business owners
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