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Job title: Content Specialist (Marketing)
Employment type: Full Time
Experience: 3 to 4 years
Salary: R20000 to R24000
Job published: 11 January 2021
Job reference no: 1644979890

Job Description

Main purpose:

The primary purpose of this role is to manage, produce and publish high quality content, across a variety of digital and social media platforms, that connects with both prospective and existing students by:

- Building, driving and managing a data driven cross channel content strategy that fosters brand trust, online engagement and builds word-of-mouth reach

- Formulate creative ways to building an online presence

- Integrating content efforts with CRM and other organisational strategies to provide a best in class brand experience for prospective and current students

- Publishing frequent, relevant and valuable content that will grow organic reach, traffic, engagement and help the business to generate and nurture leads

- Frequently analyse and report on cross channel content performance

- Understanding the target market through in depth industry research and understanding of internal data

Key Performance Areas:

Content Strategy:

- Develop, execute and manage a content strategy that:

- Caters to the full user journey

- Is unique and creative

- Drives reach and high engagement

- Drives leads and sales

- And is in line with the goals, objectives, and performance drivers of the department

- Ensure content adheres to and gives consideration for SEO best practices

- Contribute and collaborate on the development of organisational and departmental strategies

- Set, manage and review key content performance metrics

- Contribute to campaign planning and ideation

- Understand and research the target market behaviours

Content Production:

- Manage all content requirements by either producing the content directly or managing external parties who are producing content

- Create and manage project plans and chase lists within the remit of this role

- Create and manage cross platform content calendars

- Plan and copywrite:

- Monthly Social Media content

- Blog articles

- General website copy

- Email and SMS campaigns

- Content for product collateral that relates to marketing

- Support other departments creative or content needs

- Advertising material such as social media or banner ads

- Newsletters

- Design Social Media post creative, using design tools such as Canva or Photoshop

- Assist with the design of email campaigns in our CRM platform (drag-and-drop builder)

- Manage external agencies or partners who produce content such as creative agencies and freelance designers

- Ensure that any/all content adheres to the brand guide, style, tone and visual identity

- Ensure that all content:

- Adheres to SEO best practice

- Adheres to all tracking requirements for CRM and Google Analytics

- Is grammatically correct

- Adheres to compliance requirements with the office of the registrar

- Ensure that marketing activities executed within the scope of this role are executed within the bounds of the regulatory and legislative frameworks, not limited to but including:

- Protection of Personal Information Act (POPI)

- Consumer Protection Act

- Direct Marketing Association

Content maintenance and Distribution:

- Manage all content on the website via the CMS and ensure content is always up-to-date, accurate and easily available

- Publish all social media content

- Publish all blog articles

- Refresh, repurpose and revise content

- Ensure newsletters go out on time and correctly set up on the CRM mailer platform in conjunction with the performance specialist

Analytics and Insights:

- Monitor and report on content performance against the agreed KPI’s and benchmarks

- Actively research content topics and trends

- Actively monitor and report on platform and audience trends and where relevant integrate or test trends within the content strategy

- Quarterly trends reports

Budget Management:

- Adhere to and manage the budgets provided for production of content

- Actively monitor expenditure and report back to the Head: Performance (Marketing)

Content Support:

- Support the customer service and academic teams by means of educating and sharing trends on social / digital platforms

- Assist any internal departments where required with content production requirements, whether done internally or externally

- Contribute to customer service strategies

- Keep enrolements and service team up-to-date on monthly content and/or campaign related content

Minimum requirements:

- Grade 12 / Matric

- Relevant certificates / training in line with role / sector and relevant experience; tertiary qualification with supporting experience highly advantageous