RxBenefits
Content Marketing Strategist
RxBenefits, Selma, Alabama, United States, 36701
Content Marketing Strategist
The Content Marketing Strategist maintains an intimate understanding of the pharmacy benefits landscape and RxBenefits products and services, collaborates across multiple disciplines to lead the content marketing strategy for RxBenefits, and develops and promotes content that positions our organization and team as thought leaders in the industry. Reporting to the Senior Director of Corporate Communications, the Content Marketing Strategist develops and executes a content roadmap that increases brand awareness, engagement, and affinity amongst internal and external audiences.
Position Description
As a pivotal member of the Corporate Communications team within the larger Marketing organization, the Content Marketing Strategist develops a critical plan and unique content assets to drive website, webinar, and event traffic and leads, nurture leads through the funnel, and enhance client satisfaction and loyalty. By conceptualizing unique content ideas for publication across channels and shepherding content through production, they attract new followers and inspire our stakeholders to rely on RxBenefits as their most trusted source for pharmacy benefit education. The Content Marketing Strategist has strong collaboration and relationship-building skills, is a practical and creative thinker, and is an excellent written and visual storyteller. The Content Marketing Strategist articulates a clear vision throughout the organization to build momentum and adoption from our core audiences, promotes RxBenefits across multiple channels effectively, and constantly evaluates the best way to optimize our overall content marketing efforts to achieve our growth and retention goals.
Essential Job Responsibilities Include:Research and stay current on the latest developments in the pharmacy benefits industry, buyer and client personas and needs, content marketing trends, and search engine optimization.Maintain an intimate understanding of RxBenefits products and services, as well as strong working knowledge of our position on key industry issues and challenges, including conducting regular SME focus groups, independent research, and competitive analyses.Collaborate actively with the senior director of Corporate Communications and the Director of Demand Generation to ensure alignment between our content marketing, public relations, and campaign strategies and calendars. Ensure content is planned to fuel campaigns with the right assets to achieve campaign objectives.Create, maintain, and execute a content calendar that addresses key broker, employer, and client topics in an impactful and timely manner throughout the buyer/customer lifecycle.Create, assign, and manage projects and tasks in Asana; oversee and shepherd content marketing projects through production to meet deadlines.Work with product marketers, vertical marketers, copywriters, graphic designers, and other SMEs to produce compelling content that meets quality goals and business objectives.Apply digital marketing best practices, in partnership with Digital Marketing leaders, to optimize web-based content to increase search rankings, domain authority, visits, conversions, and leads; update older content to meet new content standards.Collaborate with Internal Communications, Revenue Operations, and AM Operations to ensure content is promoted internally. Work with our Commercial teams to help them exploit the potential of content in their sales and account management motions.Host virtual events, webinars, and podcast interviews in live and recorded videos and presentations.Analyze and interpret the results of content marketing activities and present program approaches, results, and recommendations to other Marketing teams and executive leaders monthly, quarterly, and annually.Required Skills / Experience:
BA/BS in Marketing, Communications, English; MBA or relevant Master’s degree preferred8+ years of B2B marketing experience, including knowledge of building content marketing strategies from scratch5+ years PBM, pharmacy, or healthcare experienceStrong project management, collaboration, and communication skillsAbility to lead and develop other writers to improve their craft over timeFocused editorial mindset that recognizes the types and format of content to best engage with identified target audiencesEditorial requirements include basic SEO understanding, content categorization and structure, content development, distribution, and measurementExceptional business writing skills, including a strong grasp of grammar and style; can visualize as well as convey a message into relevant and interesting contentIn-depth, hands-on experience creating content for web consumptionAbility to write high-performing long-form content, including blog posts, white papers, newsletters, etc.Knows and leverages best practices for drafting multimedia content (podcasts, video scripts, infographics, etc.)Understands and appropriately leverages approved Artificial Intelligence toolsBackground promoting content on social channels and growing an audienceSolid understanding of how to interpret web and social analyticsSoftware Proficiency
Expert in Microsoft Word and PowerPointProficient with WordPress or another website CMSKnows how to use SEO research toolsBasic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc.Familiar with Google Analytics and knows how to interpret content analyticsCan post content to SlideShare, YouTube, and the top social channelsAble to use virtual meeting and webinar hosting platforms such as Teams, GoToMeeting, Zoom, GoToWebinar, and ON24
The Content Marketing Strategist maintains an intimate understanding of the pharmacy benefits landscape and RxBenefits products and services, collaborates across multiple disciplines to lead the content marketing strategy for RxBenefits, and develops and promotes content that positions our organization and team as thought leaders in the industry. Reporting to the Senior Director of Corporate Communications, the Content Marketing Strategist develops and executes a content roadmap that increases brand awareness, engagement, and affinity amongst internal and external audiences.
Position Description
As a pivotal member of the Corporate Communications team within the larger Marketing organization, the Content Marketing Strategist develops a critical plan and unique content assets to drive website, webinar, and event traffic and leads, nurture leads through the funnel, and enhance client satisfaction and loyalty. By conceptualizing unique content ideas for publication across channels and shepherding content through production, they attract new followers and inspire our stakeholders to rely on RxBenefits as their most trusted source for pharmacy benefit education. The Content Marketing Strategist has strong collaboration and relationship-building skills, is a practical and creative thinker, and is an excellent written and visual storyteller. The Content Marketing Strategist articulates a clear vision throughout the organization to build momentum and adoption from our core audiences, promotes RxBenefits across multiple channels effectively, and constantly evaluates the best way to optimize our overall content marketing efforts to achieve our growth and retention goals.
Essential Job Responsibilities Include:Research and stay current on the latest developments in the pharmacy benefits industry, buyer and client personas and needs, content marketing trends, and search engine optimization.Maintain an intimate understanding of RxBenefits products and services, as well as strong working knowledge of our position on key industry issues and challenges, including conducting regular SME focus groups, independent research, and competitive analyses.Collaborate actively with the senior director of Corporate Communications and the Director of Demand Generation to ensure alignment between our content marketing, public relations, and campaign strategies and calendars. Ensure content is planned to fuel campaigns with the right assets to achieve campaign objectives.Create, maintain, and execute a content calendar that addresses key broker, employer, and client topics in an impactful and timely manner throughout the buyer/customer lifecycle.Create, assign, and manage projects and tasks in Asana; oversee and shepherd content marketing projects through production to meet deadlines.Work with product marketers, vertical marketers, copywriters, graphic designers, and other SMEs to produce compelling content that meets quality goals and business objectives.Apply digital marketing best practices, in partnership with Digital Marketing leaders, to optimize web-based content to increase search rankings, domain authority, visits, conversions, and leads; update older content to meet new content standards.Collaborate with Internal Communications, Revenue Operations, and AM Operations to ensure content is promoted internally. Work with our Commercial teams to help them exploit the potential of content in their sales and account management motions.Host virtual events, webinars, and podcast interviews in live and recorded videos and presentations.Analyze and interpret the results of content marketing activities and present program approaches, results, and recommendations to other Marketing teams and executive leaders monthly, quarterly, and annually.Required Skills / Experience:
BA/BS in Marketing, Communications, English; MBA or relevant Master’s degree preferred8+ years of B2B marketing experience, including knowledge of building content marketing strategies from scratch5+ years PBM, pharmacy, or healthcare experienceStrong project management, collaboration, and communication skillsAbility to lead and develop other writers to improve their craft over timeFocused editorial mindset that recognizes the types and format of content to best engage with identified target audiencesEditorial requirements include basic SEO understanding, content categorization and structure, content development, distribution, and measurementExceptional business writing skills, including a strong grasp of grammar and style; can visualize as well as convey a message into relevant and interesting contentIn-depth, hands-on experience creating content for web consumptionAbility to write high-performing long-form content, including blog posts, white papers, newsletters, etc.Knows and leverages best practices for drafting multimedia content (podcasts, video scripts, infographics, etc.)Understands and appropriately leverages approved Artificial Intelligence toolsBackground promoting content on social channels and growing an audienceSolid understanding of how to interpret web and social analyticsSoftware Proficiency
Expert in Microsoft Word and PowerPointProficient with WordPress or another website CMSKnows how to use SEO research toolsBasic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc.Familiar with Google Analytics and knows how to interpret content analyticsCan post content to SlideShare, YouTube, and the top social channelsAble to use virtual meeting and webinar hosting platforms such as Teams, GoToMeeting, Zoom, GoToWebinar, and ON24