As a strategic storyteller, you'll collaborate with other creative team members and channel strategists in University Communications to develop content that builds MSU’s brand by communicating its mission, values and key priorities to external and internal audiences. You will play a crucial role in shaping people’s perceptions of MSU and contribute to advancing a compelling narrative that promotes the university’s strengths, achievements and contributions to the world. Within strategy frameworks, you will seek and develop ideas for short- and long-form content. You may contribute to content development ranging from written to visual to audio of various types (i.e., feature stories, articles, social posts, marketing materials and video/photo/audio storytelling) focusing primarily on owned, social and paid channels. You will develop and write stories that resonate with our audiences and help adapt these for multichannel content marketing. You will coordinate with PR colleagues on content ideas with earned media potential. You’ll regularly access and review data and analytics to understand audience preferences and content performance and incorporate insights and learnings to help shape future tactics, working with colleagues to help improve content performance and deepen audience connection. 

Duties and Responsibilities  

Content Development/Writing/Editing - 40% 

• Generates stories/content pieces on a regular basis that advance strategic goals and drive performance, covering stories around academic and research excellence with high relevance to priority audiences including peers, policymakers, Michigan and national public, alumni, prospective and current students and employees 

• Tailors content to audiences, channels and platforms as we move toward audience segmentation and personalization informed by data, adapting stories for different audiences and channels 

• Translates complex topics into audience-friendly, engaging stories and general content while also ensuring all information is represented accurately 

• Writes about MSU’s research, innovation, discoveries and trend stories, as well as in-depth stories of cross-college collaborations and multiunit initiatives that advance strategic priorities, specifically: 

• Produces stories/content on a regular basis for publication/distribution 

• Follows good SEO practices in writing to help grow audience and enhance performance of content 

• Identifies and interviews students, faculty, staff, alumni and other sources for stories 

• Recommends and helps coordinate visual/multimedia elements to accompany articles. May include capturing content using smartphone technology; working with story subjects to identify visuals; and collaborating with editors, visual storytellers and designers to take content from concept to final execution 

• Coordinates story creation, including strategic briefs, writing and collaboration with designers, photographers and editors while meeting deadlines 

• Works with subjects of stories and other stakeholders to ensure content is approved prior to publication/distribution 

• Occasionally writes copy for marketing materials such as advertising, collateral or email copy 

• Contributes to upkeep of detailed editorial calendar to organize story flow and ensure the ability to leverage relevance and trends 

• Ensures expert quality control and adherence to AP style 

Collaboration and Leadership - 30% 

• Works collaboratively and flexibly with other colleagues in University Communications and in units across campus, facilitating joint content efforts, collaborative storytelling, coordinated messaging and cohesive brand experience 

• Collaborates with strategic content team to develop institutional-level, multichannel strategies to drive content reach, consumption and engagement in multiple channels  

• Works with strategic content team on selection, planning, creation and production of stories gathered through campus sources that position MSU as a leading research university through fresh and engaging content 

• Coordinates with PR colleagues on content ideas with earned media potential 

• Works on multiple projects at one time, ensuring seamless execution and quality control 

Strategic Content Planning - 20% 

• Exercises sharp editorial judgment to identify and ideate brand-aligned content/story ideas that help shape audience perceptions and drive University Communications’ strategies focused on brand, content, channels and audiences 

• Develops relationships with a wide network of faculty and staff, including communications colleagues across MSU, to serve as sources for story ideas 

• Keeps a pulse on content trends, attends conferences to stay current on industry best practices and provides recommendations on how to apply learnings to MSU’s content strategy to ensure relevant and breakthrough communications  

Data and Analytics - 10% 

• Regularly accesses and reviews data and analytics to understand how content performs; incorporates insights and learnings to help shape future tactics and content  

• Works with members of the content and analytics teams to help improve content performance among audiences 

• Bachelor’s degree in journalism, marketing, advertising, public relations, English or related field 

• Seven to 10 years of related and progressively more responsible or expansive work experience in public relations, journalism or content marketing 

• Experience developing cross-channel content  

• Proven ability to develop quality content that grabs attention, stimulates discussion and is relevant and emotionally engaging 

• A proven “team player” mentality ready for a fast-paced marketing communications environment; flexible, collaborative, positive 

• A solid understanding of how brand storytelling interacts with the larger integrated marketing and communications network (earned, paid, owned, and shared) 

• Experience with visual storytelling through use of photo, video, animations, infographics, etc. 

• Experience working in a fast-paced, deadline-driven environment 

• Excellent verbal and presentation skills; can deliver content in a compelling, confident, professional and poised manner 

• Strong verbal communication skills 

• Strong leadership and accountability; can work under minimal supervision; highly productive and can manage multiple projects simultaneously  

• Proficiency in word processing software, Microsoft Office 

• Experience with and demonstrated ability to learn new content management systems, content management platforms