Detailed Job Description
This is a dynamic new role in the Marketing & Communications department at Bentley University that will lead the institution's efforts to define and execute a brand and audience-driven content marketing strategy that drives awareness, customer acquisition and loyalty. This role is crucial in transforming Bentley's marketing and communications team to become an inbound marketing leader in the higher education space - effectively leveraging owned, earned and paid media for the greatest impact. The successful candidate will possess a hybrid publishing and marketing mindset. S/he will establish the institution's editorial voice and drive development and deployment of engaging, high quality content across various channels including the Bentley website, blog, Bentley Magazine, social media, syndicated content, email, print and campaigns. S/he will define and socialize a content strategy and operationalize best practices for content creation, amplification, reuse and optimization across the marketing organization in order to maximize return on the company's content investment across relevant channels. S/he will manage the writing/editorial and multimedia (photo/video) staff and work closely with the broader marketing and communications team, internal partners (admissions, advancement, faculty and staff), corporate partners, and external resources (PR/content agency, ad agency, and content partners) to conceptualize and develop effective marketing content for audiences at various points of the engagement continuum; examples could include thought leadership editorial, sponsored content, stakeholder success stories, eBooks, marketing collateral, videos, and white papers. This is an exciting opportunity for a creative, transformational and energetic content marketing expert to make their mark in a well-positioned, forward thinking university.
The Publisher will be an energetic, intellectually curious manager who can inspire a team and articulate the business goals behind the creation of the content produced. S/he will have the flair of a creative director, the writing skills of a seasoned journalist, the insight and background of an editor, the strategic sense of a marketer, and the understanding of a digital native. Building upon the success of Bentley's PreparedU Project, the Publisher will work with other members of the content marketing team on strategies that will drive branding, thought leadership, and marketing communications and extend this brand based messaging to other key areas including undergraduate and graduate admissions and advancement/philanthropy. The ideal candidate will be able to inspire others to create, recognize and embrace great content and marketing programs but also be able to push back and redirect when content and/or programs are not on strategy. Ultimately, the Publisher will map out a content strategy that supports and extends the institution's marketing objectives, determining which initiatives work for the brand and programs and why. Continuous evolvement of the strategy is a must and a willingness to take risks and learn from them is encouraged.
Additional Description of Duties:
Ideation: Develop and implement a cross-channel content marketing strategy that translates key persona content needs and institutional goals into meaningful content deliverables. Develop editorial strategies that define the role and purpose of a variety of content ranging from research-based thought leadership to content to blog posts featuring on-trend curated content for millennials. Strategies are informed by persona insights, individual creativity, data analytics, on- and off-line informational resources and Bentley's overall marketing agenda. Lead efforts to continually develop new content themes, topics and formats that support both audience needs and institutional goals. Serve as the university's content marketing expert by maintaining a pulse on the latest issues, developments and trends in content marketing and social media.
Content Production: Manage the content development process from end to end working with both internal and external content contributors and creative resources. Establish and maintain content standards in terms of quality, tone, style and grammar. Create and manage editorial calendar and share with all relevant parties, partners, etc. Assure that all content is optimized for search engines, sharing and distribution across channels. Establish and manage work flow for requesting, creating, editing, publishing, translating, and retiring content. Interact with content resources (e.g. experts from Bentley and outside) to facilitate interviews, etc., as necessary. Edit content to ensure strategic correctness. Manage the development of additional content assets such as video, infographics, polls, etc. working with in-house creative services and/or external partners.
Team Management: Build a high-performing team (employees and freelancers) skilled at creating and sharing stories that engage audiences and align with the brand. Create a culture of collaboration where insights are sought and shared; a digital-first culture where stories are published and consumed online; and a culture of efficiency where perfection doesn't hold progress back.
Active role in content distribution/amplification: Partner with colleagues to leverage amplification channels such as content syndication, social media (paid and organic), etc. and own the creation of content suited for highest impact across these channels. Key requirement here is comfort and understanding of performance analytics; research on emerging digital content trends; aligning with team members and agency partners to grow content consumption and engagement through social media and distribution partnerships. Provide input to social media strategy and deployment of content across key social channels and digital distribution channels to optimize their reach and response for key audience segments.
Minimum of a Bachelor's degree (preferred in marketing, English, journalism or related field).
5-7 years of marketing and/or editorial experience in a related content marketing role(s).
Proven track record of success in driving content strategy across channels (digital and print), including social media and emerging distribution channels such as Outbrain and Taboola and creating content that leverages the unique opportunities across these channels
Strong writer who can transform business goals into compelling web experiences that engage audiences and elicit specific behaviors. Stellar writing and proof reading skills -- writing samples required
Master project manager with proven skills in overseeing content projects and multiple priorities to meet deadlines (knowing what content does or does not meet the defined criteria and how to get it published at the right time in the right place)
Knowledge of SEO best practices and other key inbound metrics/analytics
Thrives in a fast paced environment and is willing to lead an organization as the content expert
Knowledge of content best practices and content management tools/technology required
Experience in higher education or an organization with multiple stakeholders and audiences preferred a plus but not required (we want someone who can apply their content marketing expertise to the higher education realm)
Ability to integrate multimedia and rich content experiences within the editorial vision.
Working knowledge of, and experience with, core web analytics metrics and key performance indicators or "KPIs" (in other words, how the numbers inform the content).
Familiarity with the current digital/social ecosystem; ability to stay current and an interest in sharing knowledge and applying new approaches to content marketing.
Experience creating an audience for content that you've generated
Special Instructions to Applicants
In the "Other Document" tab, please provide links to your online writing samples or content related projects.
Bentley University is an Equal Opportunity Employer, building strength through diversity.