Yaskar Jung
1. Role & Reporting
Role Title: Content & Messaging Specialist – Search & Growth
Department: Marketing
Reports To (Primary):
Marketing Head
Functional / Dotted-line:
SEO & Search Optimization Specialist (for keyword strategy, briefs, AEO/ASO)
Works Closely With:
SEO & Search Optimization Specialist (SEO / ASO / AEO strategy, briefs, prioritisation)
Performance Marketing Specialist (ad copy angles, landing message match)
CRM / Lifecycle Marketing Specialist (WhatsApp / Email / SMS / Push copy)
Product / Web & App Owner (UX copy, in-app/on-site flows)
Graphic Designer & Video Editor (creatives to match copy)
Data Analyst (content performance, engagement, conversions)
2. Role Purpose
Turn search strategy + business goals into clear, trustworthy, high-converting content across website, blog, app stores, FAQs and external platforms so that:
Users understand, trust and choose Cashkr
Search/ASO strategies are translated into real content that ranks & converts
LLMs, users and ads all find consistent, strong messaging about Cashkr everywhere.
3. Key Result Areas (KRAs)
KRA 1 – Content Strategy & Planning (with SEO Specialist)
Co-own the content roadmap with the SEO & Search Optimization Specialist by turning keyword and search-intent plans into concrete topics, angles and formats (blogs, landing pages, FAQs, ASO copy, etc.).
KRA 2 – On-Page Content Creation (Website, Blog, Landing & City Pages)
Write and refine blogs, landing pages, city pages, FAQ sections, comparison pages and other on-site content that align with search briefs, brand voice and conversion goals.
KRA 3 – Meta, Headings & On-Page Execution
Implement and refine meta titles, descriptions, H1/H2/H3 structures, internal link anchors and CTAs as per SEO briefs while keeping copy human, clear and persuasive.
KRA 4 – ASO & App Store Messaging
Create Play Store / App Store copy (titles, descriptions, screenshot text, What’s New, review replies) that balances keywords + story, improving listing conversion and installs.
KRA 5 – LLM / Answer Engine & External Platforms Content
Write FAQ / help content, “canonical answers” and external answers (Quora, Reddit, forums) so that when people or LLMs ask questions about selling devices, Cashkr appears with strong, accurate responses.
KRA 6 – Conversion & Trust Messaging Across Touchpoints
Own the words that build trust: microcopy, CTAs, benefit bullets, social proof, and clarity lines across pages and campaigns, in collaboration with Performance Marketing & CRM.
KRA 7 – Content Quality, Consistency & Brand Voice
Ensure all content is grammatically clean, on-brand, easy to understand, and consistent across platforms, with minimal rework needed from Marketing Head / SEO Specialist.
4. KPIs (Mapped to KRAs)
No. 1 – Planned vs Delivered Content Pieces
Description:
Measures execution of the agreed weekly/monthly content plan.
Metrics:
Number of content pieces planned vs number delivered on time (blogs, landing pages, FAQs, ASO texts, Quora/Reddit answers, etc.)
Target:
High on-time completion rate (e.g., ≥ 90% of planned pieces delivered).
Data Source:
Content calendar / tracker.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 2, KRA 4, KRA 5.
No. 2 – Content Engagement Metrics (SEO & On-Site)
Description:
How users interact with the content pages.
Metrics (examples):
Average time on page for key blog/landing pages
Scroll depth % (for long-form pages)
Bounce rate / exit rate on content pages
Target:
Healthy engagement trends vs baselines; improvement as content is refined.
Data Source:
GA4 / analytics dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 2, KRA 3, KRA 6.
No. 3 – Content-Assisted Conversions
Description:
Impact of content on leads and orders.
Metrics (examples):
Leads/orders originating from or passing through blog/landing content
CTA click rate on content pages (e.g., “Sell your phone on Cashkr”)
Target:
Upward trend; specific targets can be set per high-intent page.
Data Source:
GA4 (events & funnels), Admin Panel (where mapped), dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 2, KRA 6.
No. 4 – ASO Listing Conversion & Engagement
Description:
Performance of app store content.
Metrics:
Store listing view → install conversion rate
Changes in conversion after content/ASO tests (titles, descriptions, screenshots text)
Target:
Improve install conversion over time and support ASO experiments.
Data Source:
Play Console / App Store Connect, ASO dashboards.
Review Frequency:
Monthly.
Linked KRAs:
KRA 3, KRA 4.
No. 5 – AEO / LLM Presence & Canonical Answers Output
Description:
Content foundation for LLM / Answer Engine Optimization.
Metrics (examples):
Number of canonical answers and FAQ entries created/updated per month
Number of high-priority questions covered with strong on-site answers (e.g., “Is Cashkr safe?”, “where to sell old phone in Mumbai”, etc.)
Target:
Cover all priority questions from the AEO roadmap; keep answers updated.
Data Source:
FAQ/help-center docs, “canonical answer” library.
Review Frequency:
Monthly.
Linked KRAs:
KRA 5, KRA 7.
No. 6 – External Answering (Quora / Reddit / Forums)
Description:
Consistent presence in relevant external conversations.
Metrics:
Number of high-quality answers/posts published per month
Upvotes/engagement/traffic where trackable
Target:
Minimum number of strong answers per month (e.g., ≥ X) focused on strategic queries.
Data Source:
Quora/Reddit accounts, link tracking, GA4 referral data.
Review Frequency:
Monthly.
Linked KRAs:
KRA 5.
No. 7 – Content Quality & Rework Rate
Description:
How often content needs major rewrites or corrections.
Signals:
% of content pieces needing major rework from Marketing Head / SEO Specialist (beyond normal feedback)
Number of factual/brand voice issues escalated after publishing
Target:
Low rework rate; trend improving as guidelines settle.
Data Source:
Review comments, feedback logs.
Review Frequency:
Monthly.
Linked KRAs:
KRA 6, KRA 7.
5. Core Processes / SOPs Owned
The Content & Messaging Specialist – Search & Growth is owner / co-owner for these SOPs:
Search Content Brief → Draft → Final SOP (with SEO Specialist)
How briefs are received:
Keyword, intent, competitors, structure, internal links, schema hints.
Drafting steps:
Outline → draft → self-review (clarity, trust, CTAs).
Collaboration:
Send draft to SEO & Search Optimization Specialist for SEO review.
Apply feedback and finalise copy for publishing.
Website & Blog Content SOP
Types of content:
Informational blogs, comparison pages, city pages, feature pages, FAQ sections.
Rules for:
Tone of voice (simple, trustworthy, helpful)
CTAs and trust elements per page type
Using internal links and anchor text provided in brief.
Meta, Headings & On-Page Messaging SOP
How to draft:
Meta titles & descriptions (SEO + click-worthy).
H1/H2/H3 structure that matches search intent and user reading flow.
How to align with:
URL purpose, main keyword, and performance campaigns.
ASO Copywriting SOP
Components:
Titles, subtitles, short & long descriptions, screenshot text, What’s New, review replies.
Collaboration:
SEO & Search Optimization Specialist defines keyword combinations.
Content & Messaging Specialist writes 2–3 variations and final human version.
Rules:
Maximise clarity & benefit-led language while including priority phrases naturally.
LLM / AEO Content SOP
Managing:
Master list of target questions (FAQ & long-tail).
“Canonical answer” library (standard answers about Cashkr, safety, refund, pickup, etc.).
Creating:
FAQ/help content in clear Q&A style
Structured answers that LLMs can easily use (no fluff, high clarity).
External Platforms Answering SOP (Quora, Reddit, Forums)
How to:
Choose questions to answer (aligned with SEO/AEO priorities).
Answer in natural, unbiased tone while introducing Cashkr clearly.
Rules:
Avoid spam; provide genuine value first, brand plug second.
Keep examples and explanations simple and honest.
Cross-Team Copy Support SOP
With Performance Marketing:
Provide headlines, descriptions, primary text hooks for ads.
With CRM / Lifecycle:
Help with message scripts and subject lines when needed.
With Product / Web & App:
Write microcopy, error messages, tooltips, and flows that improve UX and trust.
6. Weekly & Monthly Reporting
Weekly – “Content & Messaging Weekly Snapshot”
To:
Marketing Head
SEO & Search Optimization Specialist
Performance Marketing Specialist
Data Analyst (for any needed metrics)
Format:
Short summary (Slack / Email / Doc) + links to new/updated content.
Includes:
Output:
Content pieces completed (blogs, pages, FAQs, ASO updates, Quora/Reddit posts).
Alignment with Plan:
Planned vs delivered for the week.
Highlights:
Any key improvements or experiments (new angles tested, new FAQ sets, new ASO copy).
Issues / Dependencies:
Content waiting on inputs (data, tech, design, decisions).
Next Week Focus:
Priority topics and surfaces to be written.
Monthly – “Content & Messaging Section in Marketing Review”
To:
CEO (high-level), Marketing Head, SEO & Search Optimization Specialist, Performance Marketing Specialist, CRM / Lifecycle, Product, Data Analyst.
Format:
Slides / Doc with examples & metrics.
Includes:
Content Summary:
Number and type of pieces created/updated (blogs, landing pages, city pages, FAQs, ASO, external answers).
Performance Snapshot (with SEO / Data support):
Engagement and conversion highlights from key content pages.
Impact on important campaigns (e.g., “Is Cashkr safe?”, city pages, device pages).
ASO & LLM/AEO Inputs:
Changes done in store listings.
New canonical answers and FAQs added.
External answer activity (Quora, Reddit, etc.).
Learnings & Wins:
What messaging angles are working best (e.g., instant payment vs best price vs safety).
Next Month Priorities:
Focus topics (devices, cities, FAQ themes).
Planned refreshes of old content.
New AEO/LLM gaps to cover.