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Senior Marketing Content Strategist

4 months ago

Peoria, United States Caterpillar Full time
Career Area:
Marketing

Job Description:

Your Work Shapes the World at Caterpillar Inc.

When you join Caterpillar, you're joining a global team who cares not just about the work we do - but also about each other. We are the makers, problem solvers, and future world builders who are creating stronger, more sustainable communities. We don't just talk about progress and innovation here - we make it happen, with our customers, where we work and live. Together, we are building a better world, so we can all enjoy living in it.

Senior Marketing Content Strategist

Caterpillar, Inc. seeks an experienced, energetic, curious, and collaborative Senior Marketing Content Strategist to shape the content strategy for the Construction Industries segment and associated products throughout the customer journey. The Senior Marketing Content Strategist will be capable of envisioning, leading, and implementing content-focused programs for B2B customers of Caterpillar equipment and technologies. They will evolve our content strategy to meet business objectives for agility, adaptability, accelerated delivery, and compliance, as well as providing content strategy, planning, and activation support for our Construction Industries Marketing Innovation team.

The ideal candidate will be adept at translating technical product data into marketing content concepts and multi-channel strategies that are global and scalable. They will bridge our current content creation teams for technical and segmented marketing, setting the content strategy that will meet business objectives and customer needs at all moments of truth and across all channels. They will leverage platforms as vehicles for connecting with customers and differentiating our brand, and will demonstrate a strong appetite for new technology, emerging platforms, marketing trends, purchasing trends, and competitive insights for brand and product differentiation. Ultimately, this role drives innovation at the strategy level, and provides guidance to content creators on quality execution.

What You Will Do:
  • Create content strategy and define execution and governance, from KPIs to measurement to taxonomy and everything in between as it relates to creation, management, distribution, and measurement. Think globally, while delivering cornerstone content for regional marketing teams to leverage and localize.
  • Evolve existing content strategy to create content that is modular, multi-purpose, and easily adaptable, supporting customer journey needs for pre-purchase touchpoints as well as point-of-sale and select post-purchase touchpoints. Close gaps through processes and partnerships.
  • Identify opportunities to streamline content creation and production, including cross-functional partnerships, new MarTech platforms and tools, etc. Help establish path to ready-to-publish content for channel strategy.
  • Partner with analytics and customer journey teams to drive content optimization; develop and implement strategy for future marketing content and delivery platforms.
  • Provide thought leadership in the following areas: target consumer behavior, purchasing behavior, content trends, search engine optimization, emerging media, accountability, and measurement. Drive education with content creators. Identify opportunities to proactively take advantage of new technologies.
  • Support team in understanding how construction customers connect with brands, make purchasing decisions, and how the proper content and sequencing can impact sales.
  • Collaborate across teams on development of deliverables that may include but are not limited to: channel activation strategy, content management strategy, competitive and market content analysis, editorial calendars, content audits, and analysis.
  • Analyze content performance and continuously optimize; consult with content creation and regional marketing teams on content performance.
What You Have (Basic Qualifications):
  • Education: Bachelor's degree in marketing, advertising, business, journalism, English, or similar, OR extensive and demonstrated progressive experience in directly related roles.
  • Senior-level expertise in content, communications, or integrated marketing experience in an agency or corporate setting, with a focus on B2B content planning, strategy, and execution. Must include global content spanning from technical product content to product marketing on social and digital platforms for product go-to-market.
  • Extensive storytelling and influencing skills; experience translating technical product information and digital marketing terminology into a language that can be understood by diverse audiences.
  • Extensive content strategy experience involving content audits, audience personas, customer journey mapping, market opportunity assessment, content modeling, content vehicles, and themes. Deep understanding of generalized content strategy across multiple channels, nuances of those channels, dynamics of both copy and creative, and which content types and formats work best in channel.
  • Demonstrated ability to understand and interpret content performance metrics across social and digital properties. Ability to apply key research/findings to optimize and evolve content, including market insights, consumer behavior trends, regional nuances, and media and digital analytics. Working knowledge of information architecture, including metadata, taxonomy, and how to organize and classify content.
  • Technical aptitude to understand content workflow processes and platforms, and implications for content strategy execution.
Top Candidates Will Also Have:
  • Product development, product marketing, or sales experience, combined with strategy development experience in communications, marketing, or content.
  • Experience creating, managing the creation of, or developing content strategies for technical product marketing.
  • Deep understanding of manufacturing, machinery, or automotive products, applications, and customer segments with ability to translate to the construction industry. Caterpillar knowledge and experience is preferred.
  • Experience creating communications to sell technology benefits and ease-of-use features.
  • Familiarity with content and marketing tools/systems including Adobe Experience Manager, AEM Assets, AEM Guides, Workfront, and information management systems
Additional Details
  • Preferred Work Location: Peoria, IL; Raleigh/Cary, NC; Chicago, IL; Detroit, MI
  • Domestic relocation is available for this position to Peoria, IL only
  • Hybrid work arrangement with minimum three days in office per week.
  • Remote work arrangement may be considered for the right talent. In-person presence at Caterpillar location for onboarding, strategic planning, and other key business activities will be required.
  • Travel up to 25%.


Relocation is available for this position.

Visa Sponsorship is not available for this position. This employer is not currently hiring foreign national applicants that require or will require sponsorship tied to a specific employer, such as, H, L, TN, F, J, E, O. As a global company, Caterpillar offers many job opportunities outside of the U.S which can be found through our employment website at www.caterpillar.com/careers.

Posting Dates:
May 17, 2024 - June 2, 2024

Any offer of employment is conditioned upon the successful completion of a drug screen.

EEO/AA Employer. All qualified individuals - Including minorities, females, veterans and individuals with disabilities - are encouraged to apply.

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