👋 Hey, I’m George Chasiotis. Welcome to GrowthWaves, your weekly dose of B2B growth insights—featuring powerful case studies, emerging trends, and unconventional strategies you won’t find anywhere else.
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I’m not sure if you’ve heard, but OpenAI is hiring for a Content Strategist.
That may come as a surprise to some.
After all, we’re in a cycle where content marketing isn’t seen as the best channel to invest in.
That’s what LinkedIn gurus and YouTube AI bros scream, right?
Well, not exactly.
Content marketing is one of the best channels SaaS companies have.
This explains why companies like OpenAI are hiring for content strategy roles..
Let’s see what we can get out of their job post.
Insights from the job post
Here’s the job post:
Here are the things that stood out:
1) "... top-of-funnel traffic... "
OpenAI mentions the need to drive traffic multiple times.
Sure, some of it will come from AI search and social.
But I’d assume a big part of the role is driving organic growth through Google.
This shows us that the role of the content strategist (or content marketer) is *still* tied to traffic generation.
Whether that’s good or bad is a topic for another post.
I'm just stating the facts.
Traffic generation is still important, even for a company like OpenAI.
2) "... product adoption... "
This could indicate an adoption issue (especially for its consumer segment).
Even if that’s not the case, it’s clear OpenAI wants content that drives awareness, helps users extract value, and supports conversion.
3) "... write, edit, and publish... "
See the irony?
A company building products that arguably replace writers and editors… now hiring one.
A company that develops products that hypothetically (and practically) take away jobs from writers and editors wants someone to write and edit their own content. (At least that's what's stated in the job post.)
That doesn’t mean they won’t use AI. (I’d love to see their editorial guidelines.)
But it does show a clear preference for human-written content.
4) "Partner with SEO, growth, and product marketing teams..."
This is a cross-functional role—working in isolation won’t cut it.
It also shows the role is valued.
It’s tied to shared goals across key functions like growth and product marketing.
5) "Develop messaging hierarchies..."
OpenAI serves multiple audiences, from everyday ChatGPT users to businesses using its API.
Whoever gets this role likely has experience not just in SaaS but in companies with large TAMs, multiple segments, and complex messaging.
6) "$310K – $393K + Offers Equity"
OpenAI is hiring top talent. (As
correctly pointed out a few hours ago.)This shows tech companies are still willing to pay top dollar for the right people.
Why this matters
So, why is this important?
OpenAI isn’t just any tech company.
It’s been THE tech company, especially since the launch of ChatGPT.
Rest assured, your C-suite and board are monitoring their moves.
And, as usual, they’ll try to follow suit.
That's not to say that content marketing will become sexy again.
We have a long way to go before that happens.
Still, it’s good to see tech incumbents signaling the importance of content strategy through their hiring practices.
We saw something similar with PayPal recently — though, as usual, LinkedIn blew it out of proportion.
Of course, that one was more interesting than the ChatGPT one, because it was for a Head of CEO Content.
Which isn’t something you see every day in SaaS.
The thing is that SaaS is a smaller world than you think.
And very often, smaller companies look up to the incumbents and try to mirror their strategies.
This includes hiring trends.
Of course, most companies out there can’t afford a $400K content strategist.
But the fact that OpenAI is hiring for this role at such a pivotal time signals something bigger.
Content marketing is still alive—and valuable.
Final thoughts
I think that OpenAI hiring for a Content Strategist is a positive thing.
(Especially for the person who’ll be getting this salary and stock options and will get to work on such an exciting product.)
However, it may not mean much for the average SaaS company in a me-too category.
It certainly won’t if marketing isn’t in the company’s DNA.
I believe in content marketing. It’s been at the core of my work with SaaS companies—which is why this story stood out.
Thank you for reading today’s note, and see you again next week.