Most content roles at B2B SaaS companies are measured in blog posts and social calendars. This one isn't. You're building content as a distribution engine for a company betting that AI changes how buyers find and evaluate software, and you're doing it with AI tools baked into how you work, not bolted on as an afterthought.
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, and increasingly, the way they find us is through AI-driven search and answer engines, not just Google. You'll own the content that shows up there, and the content that turns into pipeline everywhere else.
This is a builder's seat. There's no legacy content team or year-old style guide to inherit. AI has made it trivial to produce content; it hasn't made it easier to produce content worth reading, or content an answer engine decides is worth citing. That gap is exactly where taste and storytelling matter more, not less. If you're excited about being AI-pilled in practice, not just in title, and about proving what content looks like when it has to be genuinely good, not just fast to produce, this role is for you.
🎯 What you'll own
Plan and produce content across formats, blog, video, social, that's built to perform in both traditional search and AI answer engines like ChatGPT, Perplexity, and Google AI Overviews, and adjust based on what's actually landing. AEO is a real part of the job here, not an afterthought, though this isn't a dedicated AEO specialist role.
Use AI tools as your default production layer: drafting, repurposing, ideation, research, so you can ship more, faster, without sacrificing quality.
Translate frontline realities, factory floors, logistics hubs, service environments, into content that resonates with buyers who don't live in generic SaaS marketing.
Produce German-language content that doesn't read as translated, and work closely with the wider GTM team to keep content aligned with what sales and CX are actually hearing from customers.
Track what's actually working, across channels and across engines, and kill or double down accordingly.
🙋 Who you are
You've produced content professionally and have a portfolio or examples that show range, not just one format.
You have taste and you're a storyteller first. You have a journalistic mindset — able to interview subject matter experts to extract insights, hooks, and stories.
You're fluent in German and comfortable writing and speaking it professionally; you can make content sound native, not translated. You’re also comfortable collaborating, presenting, and working at a professional proficiency in English.
If your content workflow looks basically the same as it did two years ago, this probably isn't the right seat. We're looking for someone who's already restructured how they work around AI, not someone who's open to it, 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.
Bonus, not a requirement: you've worked with or around frontline, industrial, or blue-collar audiences and understand they don't engage with content the way office workers do.
Bonus, not a requirement: you've run AEO or GEO as a real workstream, not just something you're aware of.
🤩 What's different here
You're not maintaining an existing content machine, you're building one for a distribution landscape that's actively shifting under everyone's feet. That means real ambiguity, but also real room to shape what "good" looks like before anyone else has figured it out.
🚀 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've shipped a first real attempt at AEO-oriented content.
6 months Content you've produced is showing up in AI answer engines for queries that matter to us, and you can point to pipeline or engagement it's driving. The German content reads as native, not translated.
12 months There's a repeatable content engine that treats AI answer engines as a first-class channel alongside traditional search, and you're the person who built it.
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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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