Department: School of Professional Studies Salary/Grade: EXS/5
The primary role of the Content Marketing Strategist is to create compelling content for all prospective student marketing campaigns and marketing communication channels for the School of Professional Studies. S/he will work closely with the Digital Marketing Strategist to develop integrated, innovative strategies and campaigns to increase brand awareness, develop thought leadership, drive interest, convert prospective students and increase the School’s overall growth. This role is also responsible for actively managing the School’s social media channels, interactions and growth.
Content Creation and Curation
Create content and support the development of the content marketing strategy aimed at generating interest in and increasing applications to SPS programs. Content includes, but is not limited to, profile, feature and news stories; social media posts; testimonial quotes; web, ad, brochure and email copy; infographic content; video and curated existing content.
Work closely with internal departments including academics, student services and alumni relations to identify and evaluate students, alumni and faculty to use in content. Make recommendation on which type(s) of content to use.
Identify program-specific content needs. Propose, create and curate new content to attract, engage and convert, based on target audience. Create and manage editorial strategy and calendar to use as tool for planning and internal communication.
As needed, engage and manage external vendors including writers, photographers, videographers, and designers. Work closely with these parties to shape and edit content to align with SPS’s content strategy.
Content Distribution and Channel Growth
Create and post social media content based on schedule created by Digital Media Strategist. Determine and maintain consistent voice for each social media outlet.
Actively manage the School’s social media presence through regular interaction with audiences and proactive audience engagement to stimulate audience growth.
Work cross-functionally with teams to ensure content distribution via a variety of channels, both online and offline. Channels include, but are not limited to, related social media properties, email distribution (paid and unpaid), website distribution, and printed materials.
Maintain active presence in University-wide social media staff committees to ensure integration with the University at-large and leverage best practices.
Content Strategy Evaluation
Regularly generate and evaluate activity and effectiveness reports. Provide insight and recommendations to guide future content creation and distribution. Work closely with Digital Marketing Strategist to ensure integration between organic content effectiveness and paid digital media effectiveness.
Propose and execute strategies to improve content effectiveness, across all media.
Regularly identify and assess new and emerging digital channels of communication, including new technologies and social media outlets.
Other duties as assigned
Bachelor's degree in advertising, communications, creative writing, related field or equivalent training/experience.
Demonstrated experience with content marketing and strategy, including writing and actively managing and interacting on social media channels.
1-2 years of work experience in marketing, social media, or related fields.
Minimum Competencies: (Skills, knowledge, and abilities.)
Strong writing and editing skills. Experience working with writers as an editor; previous work experience as a copyeditor or proofreader.
Working knowledge of Microsoft Suite, Facebook, LinkedIn, Twitter, CRMs and web editing in a content management system.
Attention to detail and strong organizational skills.
Ability to work independently and problem-solve.
Ability to multi-task at a high level.
Preferred Qualifications: (Education and experience)
1-2 years of work experience in higher education.
3-5 years of work experience in marketing, social media, or related fields.
Experience in academic marketing setting, serving prospective students.
Preferred Competencies: (Skills, knowledge, and abilities)
Advanced knowledge of social media.
Experience creating and analyzing reports based on user data.
Northwestern University is an Equal Opportunity, Affirmative Action Employer of all protected classes, including veterans and individuals with disabilities. Women, racial and ethnic minorities, individuals with disabilities, and veterans are encouraged to apply. Hiring is contingent upon eligibility to work in the United States.
Internal Number: 35964
About Northwestern University
Northwestern University is a major private research university with 12 academic divisions located on three campuses in Evanston, Chicago, and Education City in Doha, Qatar. We have approximately 2,500 full-time faculty members, 17,000 graduate and undergraduate students, and over 5,700 full and part-time staff. Northwestern University combines innovative teaching and pioneering research in a highly collaborative environment. It provides students and faculty exceptional opportunities for intellectual, personal and professional growth.