Content Marketing Manager

Content Marketing Manager

As a pivotal member of the Demand Generation team, the Content Marketing Manager is skilled at developing a solid and effective content marketing strategy to achieve RxBenefits’ growth goals and carrying it out across various campaigns and channels. An excellent written and visual storyteller, the Content Marketing Manager is a multi-channel contributor that can create potent content and then collaborate with creatives to produce highly engaging, aesthetically pleasing, and very effective content assets including e-books, white papers, case studies, infographics, newsletters, videos, webinars, and more.

Essential Job Responsibilities Include:

• Maintain a deep understanding of our buyer personas and industry to build an intimate understanding of buyers’ needs.
• Conduct competitive analysis, SEO and keyword, and Google Analytics research.
• Leverage industry data to develop content themes/topics that support a point of view.
• Execute an editorial calendar to meet business objectives at the lowest possible cost.
• Optimize the content to increase search rankings, domain authority, visits, conversions, and leads.
• Ensure all content is on-brand, consistent in terms of style, quality, and tone of voice, and optimized for search and user experience for all channels including online, social media, email, video, print, and in-person.
• Conduct topic research and write original content that aligns with our brand’s unique voice and style; including, long- and short-form blog posts, eBooks, whitepapers, press releases, case studies, infographics, presentations, sales collateral, video scripts, podcast scripts, webinars, and more.
• Drive on-time execution and publishing of content through your own initiative, adhering to deadlines and setting an example by keeping commitments.
• Host virtual events and webinars, podcast interviews, and otherwise participate as “talent” in live and recorded videos and presentations.
• Support the development of buyer content journeys that deliver content our customers actually want to consume while educating them with the goal of pushing them forward on the path to conversion (subscribers, downloads, requests for proposals, etc.).
• Work as part of the campaign ideation team to plug the right content assets into ABM, nurturing campaigns, and other outbound marketing campaigns to drive demand; integrate content activities within traditional marketing campaigns.
• Work with our Commercial teams to help them exploit the potential of content in their sales motions and client retention approaches.
• 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.
• All other duties as assigned.

Required Skills / Experience:

• BA/BS in Marketing, Communications, English; MBA preferred.
• 5+ years of B2B marketing experience including knowledge of building marketing strategies from scratch; pharmacy / employee benefits industry experience highly preferred.
• Focused editorial mindset that recognizes what kinds of content an audience prefers to engage with.
• Editorial requirements include basic SEO understanding, content categorization and structure, content development, distribution, and measurement.
• Exceptional business writing skills including strong grasp of grammar and style; can visualize as well as convey a message into relevant and interesting content.
• In-depth, hands-on experience creating content for web consumption.
• Portfolio demonstrating individual contribution to 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.).
• Background promoting content on social channels and growing an audience.
• Solid understanding of how to interpret web and social analytics.
• Excellent team collaboration and presentation skills.
• Expert in Microsoft Word and PowerPoint.
• Proficient with WordPress or another website CMS.
• Knows how to use SEO research tools.
• Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc.
• Familiar with Google Analytics and knows how to interpret content analytics.
• Can post content to SlideShare, YouTube, and the top social channels.
• Able to use virtual meeting and webinar hosting platforms such as Teams, GoToMeeting, Zoom, GoToWebinar, and ON24.

Company information: Founded in 1995 and headquartered in Birmingham, AL with an office in Towson, MD, RxBenefits is the employee benefit industry’s first and only technology-enabled pharmacy benefits optimizer (PBO). Today, we employ more than 700 pharmacy pricing, data, and clinical experts to deliver prescription benefit savings to employee benefit consultants and their self-funded clients. RxBenefits exists to ensure EBC’s can offer mid-sized employers and their members an affordable pharmacy benefit solution combined with a Fortune 100 service experience. Our unique approach is enabled by our market-leading purchasing power, independent clinical solutions and high-touch superior service, allowing our clients to achieve their pharmacy program objectives. RxBenefits’ unwavering commitment to keeping pharmacy benefits affordable has created a better solution for the ever-changing market.

RxBenefits provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.