Marketing - Baystate Health

Req#: R16628
Category(s): Communications/Marketing/Planning, Marketing
Full Time / Part Time: Full-Time
Shift: First

Summary:

The Digital Content Strategist develops and manages content for critical audiences to get "the right information to the right person at the right time."

Supporting Baystate Health's business objectives, the Digital Content Strategist produces helpful information for patients and the public and delivers engaging, brand-relevant content across digital channels.

The Strategist/Editor creates, curates, and syndicates content to support major service line priorities, working to drive web traffic and increase brand awareness for the good of the entire organization. Working within the Marketing and Communications department, they contribute expertise in content management, writing, editing, user experience, and digital marketing. They are responsible for developing, editing, and implementing online content and maintaining Baystate Health's editorial and brand style. In addition, they organize the editorial calendar, and oversee the process of writing, editing, and evaluating successful, SEO-driven web content, recommend images, and evaluate the effectiveness of content.

Requirements

1) Content Management: Oversees informational and editorial content planning, development, and management. Manages content production from editorial concept, research, and topic ideation through distribution, collaborating across teams to ensure high-quality results. Oversees writing, editing, and proofing, from minor copy corrections to major website architecture and copy updates. Maintains web style, links, and information architecture. Manages projects and relationships with subject matter experts. Participates in website and usability testing

2) Content Strategy: Develops web content strategy incorporating key messages and priorities across health system service lines and in coordination with Marketing and Baystate Health objectives. Creates content to support business goals and end users’ needs. Evaluates and improves digital content based on testing and analytics data. Advocates for content strategy and SEO standards across teams, continually seeking new ways to present dynamic, interesting content. Keeps current and researches emerging web trends.       

3)  Search Engine Optimization: Monitors SEO performance and technical maintenance working with SEO tools and best practices. Leads SEO research efforts, including keyword research, content performance, and market share monitoring. Ensures content follows SEO best practices and drives continual website improvements in ranking, findability, and user experience. 

4) Website Editing: Develops editorial production schedules and checklists and updates and organizes the team editorial calendar. Edits website content and ensures adherence to editorial style and English language/ web content standards. Produces SEO-driven web content and creates compelling messages for target demographics and personas.

5) Analytics tracking: Understands how to use Google Analytics. Tracks overall site traffic and performance to inform content topics and strategies. Creates reports and presentations on web analytics and SEO metrics

6) Educates colleagues on content management tools, workflow processes, and design requirements as needed. Manages competing priorities and collaborates with a team of internal and external partners

Required Experience

1) Minimum 6-8 years digital content and editorial/writing experience and demonstrated knowledge of grammar, spelling, and style.

2) Experience with content management tools and systems and Search Engine Optimization.

3) Experience with keyword-driven, SEO-driven web content and creating compelling messages for target demographics and personas. 

4) Excellent communication skills (both written and verbal) and the ability to dazzle when brainstorming and expressing new ideas.

5) Must have an interest in emerging internet technologies and trends.

Preferred Experience

1) Demonstrated knowledge of style guides and AP style in particular. Endless energy and ideas for developing and pushing high-quality content. 

2) Knowledge of website architecture and user interface principles. Experience with Google Analytics and ability to interpret research and site analytics to inform the content program. Working knowledge of HTML.

3) Experience with keyword-driven, SEO-driven web content and creating compelling messages for target demographics and personas.

4)Power-user of social media networks, tools, and platforms. 

5)Experience working with freelance writers, designers, and web developers is a plus.

Skills/Competencies

Must be a strong team player to ensure collaboration yields engaging content ideas that achieve measurable results. Pays strict attention to detail and meets demanding deadlines. Excellent editor for grammar, structure, tone, and content. Comfortable managing freelancers and vendors. Intuitively understands working with obstacles to meet business goals. Communicates effective, viable solutions. Proficient to expert in content management systems and Microsoft Office. Solid communication skills (presenting, listening, writing, and speaking). 
Knowledgeable to advanced in Adobe Creative tools, especially  Photoshop. 
Working knowledge of essential web technologies (JavaScript, Flash, HTML, CSS, web platforms, browsers, APIs, etc.)

You Belong At Baystate

At Baystate Health we know that treating one another with dignity and equity is what elevates respect for our patients and staff. It makes us not just an organization, but also a community where you belong. It is how we advance the care and enhance the lives of all people.

DIVERSE TEAMS. DIVERSE PATIENTS. DIVERSE LOCATIONS.

Education:

Bachelor of Arts (Required)

Certifications:

Equal Employment Opportunity Employer

Baystate Health is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, marital status, national origin, ancestry, age, genetic information, disability, or protected veteran status.

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