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Content Marketing Specialist

2 months ago

Albany, United States The Mailworks Full time

*Please note this is an on-site role in MENANDS, NEW YORK.*

The Mailworks is a woman owned family business specializing in the creation and distribution of direct mail campaigns for a nation-wide customer base. The Mailworks operates 24 hours a day, usually 6 days a week. The team of 90+ employees range from executives, marketing specialists, designers, developers, and production workers.

The Content Marketing Specialist is responsible for the development, planning, execution and measurement of print and digital content for The Mailworks. The role includes concepting, writing, maintaining and monitoring content for both digital and print including websites, landing pages, webinars, social media, blog posts, videos, sales collateral, email communication, CRM workflows, presentations and long-form point-of-view and research-based content pieces. The ideal candidate will have a strong knowledge of grammatical rules and business writing experience, experience utilizing AI tools, such as ChatGPT, for content generation, personalization, SEO optimization, and maintaining branded content models.

Experience in design and final formatting is a plus.

Duties:

SIMPLIFICATION AND COMMUNICATION OF COMPANY OFFERINGS

  • Distill complex service offerings into clear, easy-to-understand concepts to support the companys growth and diversification goals throughout all marketing initiatives and new company offer development.
  • Develop and implement a cohesive brand voice and style that makes services/campaign types identifiable and understandable to customers and prospects.
  • Ensure all communications underscore the brand's values and appeal, facilitating a straightforward understanding of service benefits and value propositions

CONTENT MARKETING STRATEGY

  • Develop and implement comprehensive inbound and outbound content strategies that align with the company's overall business goals.
  • Providing overall strategy for editorial calendars monthly for all owned channels (Facebook, Instagram, Linkedin, Hubspot) that help promote and position our brand as a thought leader in the direct mail industry.
  • Only 15-20% of time is allocated to creating and executing organic social media content, primarily on LinkedIn.
  • Conduct in-depth research to understand the needs, buyer personas, preferences, and behaviors of the target audience and how to use content to drive their business, as well as keyword research, on-page optimization and linking.
  • Collaborate with Growth Marketing Specialist and Sales team on strategic content for automated workflows, educational content, presentations, and proposals as needed.
  • Coordinate with the Digital Marketing Specialist to develop a content strategy that supports SEO objectives, engages the target audience, and reinforces brand messaging across all digital platforms.
  • Visually format and work with Senior Graphic Designer to execute on-brand work to support content goals as needed, such as emails, downloads, case studies, decks + more.
  • Stay current on the latest technologies, tools, and best practices.

WRITING AND EDITING

  • Write, design, and execute sales and marketing emails in HubSpot.
  • Write, design, and execute long-form content for The Mailworks blog in WordPress.
  • Write and execute content for website pages, including landing pages, new service offerings, and operational content for internal platforms, among others.
  • Collect data, research, write, and format case studies on clients, e-books, white papers, and industry news pieces.
  • Write content for in-person and virtual events, such as collateral takeaways, slide decks, activities, and more.
  • Work on high-level PR projects, such as press releases, articles, and presentations.
  • Coordinate with design teams to bring a piece of marketing content from concept to completion when necessary.
  • Initiate and manage relationships with third-party content creators, as needed, overseeing the collaboration from initial engagement through to final proofreading and project completion.
  • Ensure all written content is meticulously proofread to be free of spelling and grammatical errors, maintaining the highest standards of written communication.
  • Collaborate with the client services department to craft and send client communications, adapting the tone and style of each message to suit the nature of the newswhether it's routine updates, exciting announcements, or sensitive information.

PERFORMANCE ANALYSIS AND OPTIMIZATION

  • Use analytics tools to analyze performance metrics such as engagement, conversion rates, trends and ROI.
  • Establish and monitor key performance indicators (KPIs) for all content channels
  • Develop and present regular reports to the marketing team and executive leadership that provide insights into the effectiveness of content strategies to inform decision-making and future strategies.
  • Design and implement A/B testing and other experimental approaches to optimize the performance of content marketing efforts
  • Work closely with other marketing team members to ensure optimization efforts are integrated and aligned across all channels.
  • Stay up to date on the possibilities (benefits, risks and strategies) using AI and ChatGPT
  • Stay up to date with content research of competitors in the direct mail industry

______________________________

Required Skills/Abilities:

  • Bachelor's degree in Marketing, Journalism, Communications or related field plus related experience or equivalent combination of experience, education and training.
  • 2+ years of proven experience in developing and executing successful content marketing for a business (B2B a major plus)
  • Proven experience assisting in projects from initial concept through development stages to design, implementation and completion
  • Demonstrated proficiency with Google, Adobe Creative Cloud, Asana and HubSpot experience would be ideal but not required
  • Proficiency in AI tools such as ChatGPT
  • Proficiency in presentation software such as Microsoft PowerPoint, Apple Keynote, or Google Slides
  • Solid basic understanding of B2B marketing principles and the marketing funnel
  • Ability to work with tight deadlines and to meet project milestones
  • Ability to handle a varied workload and to manage more than one area of work at a time.
  • Ability to work well as a liaison with people at all organizational levels both within The Mailworks and externally with outside resource partners
  • Experience in analytics and reporting to a team on KPIs/metrics
  • Experience in direct mail/SAAS sectors a plus
  • Understanding of basic UX/UI fundamentals a plus
  • Project Management Skills
  • A polite, friendly and diplomatic manner
  • Integrity, reliability
  • The ability to prioritize and manage several different tasks at once
  • The ability to collaborate with cross-functional teams
  • The ability to adapt strategies based on analytics, market trends, and feedback
  • The ability to analyze data from various digital platforms and use insights to inform strategies and decisions.
  • The ability to work independently and within a team environment

Physical Requirements:

  • Primarily a desk job; requires long periods of sitting and working on a computer. While performing the duties of this job, the employee is regularly required to talk or hear . The employee frequently is required to sit; walk; use hands to finger, handle or feel; and reach with hands and arms.

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  • Assist with event setup and various other initiatives. For example, this includes tasks such as putting up backdrops, hanging signage, traveling to trade show events, etc.