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Content Marketing Specialist

Company: ECO Canada
Location : Calgary,AB
Job Description

The role of Content Marketing Specialist is to research and write new content or edit and revise existing content, for various internal and external efforts, while maintaining the established standards for brand voice. The role also requires that the content developed is promoted across relevant communication channels with the objective of converting audience awareness into program leads. The ideal person in this position will be a natural collaborator and passionate communicator who is always thinking of new ways to bring relevant information to audiences far and wide. Also required will be the ability to work closely with key stakeholders in other departments of the organization to achieve highly effective and measurable marketing campaigns.

Responsibilities:

Content Development & Copywriting

  • Produce data-driven pieces of content that reflect ECO Canada’s goals and solve the problems of our partners, customers and prospects.
  • Work closely with subject matter experts and program managers to develop & design various formats of content including product sell sheets, assets for social media/web, website copy, emails, blog posts, whitepapers, eBooks, press releases, brochures and ad placement copy.
  • Research industry trends and customer personas to better understand the environmental workforce landscape and apply learnings to content production.
  • Develop good working relationships and provide contributions (content and insights) to the organization and greater team, including Public Relations, Demand Generation and Product Marketing.

Content Standards

 

  • Be a steward of good grammar and spelling, while upholding the brand guidelines. Edit content or articles that are written by others in the company for brand voice and standards.
  • Maintain a high volume of quality content output, in addition to balancing various smaller copy requests as required (for example, copy for ads or other efforts).
  • Work with external vendors to scale the delivery of content and ensure the same message and voice are adopted.
  • Coordinate the monthly editorial calendar and ensure momentum is maintained on production throughout the year.

Email and Website Content

  • Construct email content based on specific objectives and audiences.
  • Set up automated drip nurturing campaigns to support various programs and lines of business.
  • Support the team with email campaign development coverage when needed.
  • Develop custom landing pages to support digital marketing campaign requirements.
  • Leverage user experience fundamentals to develop page content that minimizes visitor barriers and entices action-oriented engagement such as new subscribers or product leads.
  • Execute minor website development changes through the WordPress CMS.
  • Ensure meta data is applied to each web page in accordance with SEO best practices.

Digital Advertising

  • Create and launch Google Ad campaigns to support content promotion within various program campaigns
  • Create and launch Social Media ads in LinkedIn, Facebook and Instagram
  • Analyze engagement and keyword data to proactively source ideas for new content marketing activities.

Reporting

  • Regular measurement of ROI and reporting metrics for all programs including traffic, subscribers and lead conversions using excel.
  • Leverage digital insights (e.g. Google Analytics, SEO tools Keyword Planning), as well as internal documentation (e.g. content gaps) to inform topics and direction of content creation.
  • Review and report on content performance on various digital channels (ie. Social Media).
  • Stay current with best practices on marketing communications using knowledge to impact campaign tactics.
  • Phenomenal written communication skills and an eye for pleasing and relevant visuals
  • Experience developing Whitepapers and E-books is preferred
  • Knowledge of landing page optimization best practices
  • Able to develop a strong “story” for effective positioning
  • A proven track record in integrated communications and technical writing
  • Strong organization and planning skills
  • Strong initiative and ability to work in a self-directed environment
  • Creative and strategic thinker
  • Able to manage multiple projects within tight deadlines
  • Strong understanding of writing for the web vs. print including SEO best practices
  • Strong attention to detail and project management abilities
  • Proven experience delivering a variety of digital assets, including rich media online ads, micro sites, and social media applications.
  • Experience managing successful social media campaigns, and a solid understanding of social marketing.
  • Solid understanding of web metrics, digital analytics, with the ability to generate, analyze and interpret data.
  • Experience in an agency setting considered an asset.

Education and Experience

  • BA in journalism, literature, marketing/PR, or equivalent work experience
  • Minimum 3 years of experience as a digital content and communications professional
  • Experience designing assets using Adobe InDesign
  • Working knowledge of digital platforms including, Google Ads, Google Analytics, Click Dimensions, WordPress, and all social media platforms.
  • Strong computer skills with high level of proficiency in Microsoft Office
  • Basic website design and administration (WordPress, HubSpot CMS, HTML, CSS)
  • French language knowledge / bilingual considered an asset