Content Strategist

POSITION SUMMARY/RESPONSIBILITIES

As a member of the digital marketing team, plans, creates, edits and publishes content based on University Health’s business objectives and users' needs. Develops content strategies based on user trends, industry newsletters, Google search activity and various online channels. Plans, writes and publishes keyword-focused digital marketing content including web pages, blog posts, newsletters and emails in an engaging, accurate and search engine-optimized manner. Proposes creative ways to engage prospective, lapsed and current patients online and produce content for all different channels. Interviews physicians, clinicians and service line experts to take medical information and turn it into consumer-friendly, easy-to-understand content in various formats. Strategizes with team and freelancers to optimize web content using keyword and topic research. Continuously improves websites, blogs and other web content to effectively communicate services and improve organic search results based on analytics.

Works with a Digital Marketing team to maintain and implement a website governance plan to ensure content is reviewed and updated on a timely basis. Understands the digital customer journey and ways to communicate key messaging at various touchpoints through different marketing channels. Ensures content is appropriately structured to meet the goals of the site and supported platforms. Analyzes, measures, reports and optimizes digital content performance via Google Analytics, BrightEdge and SEMrush. Proactively identifies and recommends website and newsletter improvements. Keeps abreast of industry trends regarding search engine optimization and algorithm changes.

EDUCATION/EXPERIENCE

A Bachelor’s degree in communications, public relations, marketing, journalism or a related field is required. Three years of journalism, communications or content writing experience is required. An understanding of formatting content on the web and how best to write for the web and mobile is required. Utilizes effective writing techniques that support search engine optimization and keyword placement. Knowledge of SEO, Moz, BrightEdge, Raven, Screaming Frog or similar tools is preferred. Experience with online marketing and lead generation is preferred. Experience with user-experience design, content marketing strategy and user persona design to drive content creation is a plus.