Job Title
Content Development Specialist
Location
2801 East Beltline NE, Grand Rapids, Michigan 49525
Area of Interest
Marketing
General Summary
The Content Development Specialist is responsible for the creation of content that drives awareness, increases engagement and conversion, and maximizes impact for brand and business objectives. With a focus on segmentation, tone and storytelling, the Content Development Specialist will outline audience personas and craft relevant written and visual content for a variety of mediums ranging from social media, email and web copy to articles, blogs, product literature and packaging. Attention to detail and standards is required for maintaining brand consistency while measuring effectiveness and implementing necessary changes to optimize awareness, engagement and conversion. This position reports to the Category Marketing Manager.
Principal Duties / Responsibilities
- Be an integral member of the Category Team.
- Drive the goals of the category team and identify opportunities for improvement
- Contribute to brand and/or channel Go-To-Market Plans
- Generate and maintain category, brand and product content across all touch points (including print, web, email, advertising, social media, retail, events, B2B and B2C marketing collateral, packaging, etc.) that aligns with business goals and marketing campaigns
- Work cross functionally within Marketing to plan, communicate, develop and distribute content
- Develop and implement cohesive content calendars incorporating both copy and visual elements
- Adjust content based upon measurable data and business needs
- Work cross functionally to track, measure and report on performance against KPIs and other identified goals -- providing recommendations for improvements
- Proofing for grammar and accuracy prior to content being printed and/or published
- Keep informed on industry trends, email layouts, SEO best practices and Google algorithm updates
- Routine website audits to ensure accurate, consistent and fresh content and SEO optimization
- Support image requests to internal and external customers as needed
- Provide support and back up to content management and CRM functions as needed
Requirements
Knowledge Required
- Requires bachelor's degree in Marketing, English, Journalism, or related communications field
- 3+ years of experience in omnichannel content creation, analysis and management (experience with keyword SEO driven web content a must)
- Experience with photography, graphic design, video production, or art direction is a plus
- A firm understanding of audience segmentation, persona creation and creating compelling messages for these unique audiences and personas.
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Skills and abilities
- Demonstrated proficiency in the use of the English language in reading, writing and speaking.
- Demonstrated excellent written and verbal communication skills with deep understanding of how to create content that tells a story using words, images and video - examples of previous work may be requested
- Demonstrated ability to work independently, manage tasks, set priorities and meet deadlines.
- Demonstrated ability to cross-functionally collaborate, communicate and build consensus.
- Proven editorial ability, and a superb command of the English language and grammar
- Demonstrated ability for creating compelling messages for different verticals and target demographics
- Solid understanding of content analytics to maximize results and continuous improvement
- High level of organization for the development of content calendars across various mediums
- Solid time and project management skills to handle concurrent projects and deadlines
- Ability to pass a drug test
Conduct
- Strong organization skills and detail oriented
- Highly motivated and enthusiastic
- Strong interpersonal skills and thrives in a fast-paced and collaborative team environment
- A self-driven team player who consistently brings a "whatever it takes" mentality
- Self-managing; works well under little supervision
- Be a team player and support the Company's goals
- Thrives in a fast-paced and collaborative team environment
- Conducts in a professional manner
Universal Forest Products and its subsidiaries and affiliates are equal opportunity employers. All qualified candidates will receive consideration without regard to race, color, religion, sex or national origin.