Content Strategist

Posting Date: June 2021

Position Summary:

Falls is looking for a content strategist to help our clients tell compelling stories that inspire action. Reporting to the Vice President, Integrated Strategy, the Content Strategist plans, creates, publishes, and measures impactful content across paid, owned, and earned media. Coordinating effectively across internal and client teams, the successful candidate audits existing content, leverages research and digital tools to identify opportunities to break through, briefs creative teams on content objectives and insights, and governs all processes essential to the development, optimization, approval, publication and ongoing management of quality content. Experience with B2B and B2C clients across a variety of industries is essential.

Falls is a rapidly growing team of public relations specialists, writers, branding specialists, content marketers, strategists, technologists, and designers who craft world-class marketing solutions based on research-driven insight and seasoned expertise.

Key Responsibilities/Accountabilities:

  • Client Onboarding
    • Quickly onboards new clients and identifies/defines key brand and product differentiators through research and client interviews
    • Understands client business metrics, platforms, key audience segments, and how content can drive business results
    • Educates clients on content and platform best practices and process
  • Platform/Content Audits
    • Maps and audits existing content
    • Evaluates technical and UX drivers of content performance
    • Conducts competitor/gap analyses
    • Determines necessary actions (deletion, enhancement, migration)
    • Recommends/roadmaps new functionality and platforms
    • Translates opportunities into clear, actionable strategies and tactics
    • Creates wireframes, site maps, process maps, and other artifacts to describe content opportunities, intended user experience and project requirements.
  • SEO Research/Planning
    • Leverages digital tools, website metrics and keyword reporting to understand how audiences are finding information, what content is currently resonating, and why
    • Maps brand and product messaging to keyword strategies and content best practices to improve traffic, engagement, and conversion
    • Creates calendars to govern development and distribution of timely content
    • Offers guidance to creative teams on keyword optimization
  • Content Development
    • Builds brand and product message matrices, style guides and voice principles
    • Develops strategies to drive leads, engagement, conversion, and retention
    • Presents strategies to clients for approval
    • Establishes clear roles and responsibilities for project teams to ensure efficient development, review, approval and publishing of content (e.g. author, editor, approver, reviewer, publisher, etc.)
    • Manages briefing and brainstorming/collaboration processes with creative teams
    • Provides creative feedback and shapes content development to align with strategy
    • Proactively identifies potential issues/dependencies; keeps internal and client teams informed on progress and next steps
    • Recommends content versioning for various platforms and media
    • Supports content creation and develops/oversees development of meta descriptions, title tags, alt text, etc as needed; leverages tools to optimize content during development
  • Measurement and Reporting
    • Works with analysts to establish key measures for content performance
    • Tracks content effectiveness by channel against goals, including keyword performance, prganic visibility, leads generated, and conversions
    • Reports monthly to clients on results vs goals; recommends opportunities for improvement
  • Content Refinement and Management
    • Evolves strategy and content based on performance
    • Defines and implements content governance processes to ensure regular review and improvement
  • Thought Leadership/Training
    • Serves as internal subject matter expert on content strategy
    • Follows emerging digital trends; identifes opportunities to leverage them for clients
    • Helps mentor/train writers on digital content best practices

 Required Skills:

  • Excellent communication, organizational and writing/editing skills
  • Meets and manages multiple deadlines
  • Established processes for assuring accuracy, consistency, efficiency, and effectiveness
  • Ability to create business process / re-engineer existing processes
  • Portfolio of work demonstrating an ability to develop and execute a relevant content strategy
  • Experienced in presentation development and delivery
  • Effective in providing creative direction/feedback
  • Advanced experience with keyword research and planning
  • Experience utilizing SEO research tools and best practices (e.g. Moz, SEM Rush, Ahrefs)
  • Subject matter expertise in SEO, Local, Social, PPC, web and campaign analytics (Google Analytics, Google Search Console)

Desired Skills:

  • Advanced content model experience
  • Advanced knowledge and experience with content management systems (CMS)
  • Experience in website re-designs and content migrations
  • Experience in content development for highly technical industries

Qualifications:

  • 7+ years of content/digital marketing experience
  • 5+ years working directly with SEO
  • Prior agency experience preferred
  • Bachelor's degree in English, marketing, journalism, or related field
  • Strong attention to detail and proven accountability