Digital Content Marketer

Main Responsibilities

Content Strategy

• Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why;
• Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.
• Editorial Calendar
• Developing functional content calendars throughout key themes and strategic objectives;
• Determine the right format for the right content (text, video, infographic,…).
• Copywriting and Editing
• Supervising the work produced by writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style;
• Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, mobile and video;
• Ensuring consistent global experience and implement appropriate localization/translation strategies.
• Content Performance Measurement
• In partnership with the Analytics department, conducting ongoing usability tests to gauge content effectiveness;
• Gathering data and handle analytics;
• Make recommendations based on results to ensure continuous evolvement of strategy.
• Key Performance Indicators

Success criteria for the Digital Content Marketer include:

• Increase in defined customer engagement metrics (measured by users taking the desired action…i.e. conversions, subscription, purchase, etc.);
• Website and social media traffic growth;
• Conversion metrics definition and growth;
• Increase in key search engine keyword rankings.

Requirements

Experience and Education

• Bachelor’s degree in Journalism, Public Relations or related communications field;
• 3-5 years of experience in multichannel content creation (publishing, journalism, etc.);
• Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, etc.);
• Audience development and subscription strategies experience;
• Online marketing optimization experience.

Skills

• Proven editorial skills. Outstanding command of the English language;
• Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics;
• The ability to think like an educator, intuitively understanding what the audience needs to know and how they want to consume it;
• Clear articulation of the business goal behind the creation of a piece (or series) of content;
• Leadership skills required to define and manage a set of goals involving diverse contributors and content types;
• Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns;
• Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, etc.;
• Fluency in web analytics tools (Adobe Omniture, Google Analytics), social media marketing applications (HootSuite, Tweetdeck, etc.) and leading social media monitoring platforms (Radian6, etc.);
• A willingness to embrace change and to adapt strategies on the fly;
• Experience creating a resource or library of content organized indicating SEO, translations and version control.