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Digital Marketing & Content Manager

Enrollment Builders is seeking a content manager to own the creation and direction of all content marketing initiatives across multiple platforms and formats. The goal of these efforts is to increase website traffic and drive engagement with our audiences, qualified lead generation, customer retention, and other positive client-related outcomes. 

The content manager will help define our brand story, in addition to developing consistency for our brands storytelling. They will also have an obsession with content performance, reporting, HubSpot, and analytics.

This role is critical in the design, creation, delivery, and execution of digital marketing strategies to support the expansion and growth of the company's services and products. This role requires an in-depth knowledge of online higher education (associates, bachelors, masters, continuing education), non-traditional programs, and admissions/marketing teams. 

The right candidate will have the heart of a teacher, with a love of learning, writing and communicating in all forms. They will see the value of every person on our team and put them at ease, empowering them to tell their stories to our audience.

Typical weekly duties for a content manager

  • Publication of three or more new pieces of content, be it text (blog articles), video, or audio (podcasts).
  • Interviewing internal subject matter experts for content.
  • Company email marketing efforts, including newsletters, automated workflows, and so on.
  • Ownership of all analytics and reporting for content marketing efforts.
  • Search engine optimization (SEO) efforts for website and content. 
  • Social media for community engagement and long-term content promotion.
  • Premium content production, including ebooks, white papers, webinars, etc.
  • Creating landing pages and conversion opportunities for lead generation.
  • General website updates and enhancements, e.g. new pages and calls-to-action placement.
  • Professional development and continued education in relevant areas (e.g., HubSpot certifications).

Educational requirements

Bachelor's degree in English, Journalism, Public Relations or related communications field. 

Required skills

The content manager role requires a combination of marketing and publishing mindsets, leading at all times with a “customer first” mentality. In essence, the content manager is the company storyteller and must be empathetic toward the pain points of the customer. 

Specific skills required include:

  • Impeccable writing and editorial skills, with an outstanding command of the English language.
  • An understanding of common editorial style guides, e.g. AP Style, Chicago Manual of Style, etc.
  • Training as a print or broadcast journalist is a bonus. Great at telling a story using words, images, or audio, and an understanding of how to create content that draws an audience.
  • The ability to think like an educator, intuitively understanding what the audience needs to know and how they want to consume it.
  • A passion for new technology tools and usage of those tools within your own blogs and social media outreach. 
  • Clear articulation of the business goal behind the creation of a piece (or series) of content.
  • Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns. 
  • Familiarity with principles of marketing.
  • Incredible people skills.
  • Needs to be continually learning the latest platforms, technology tools and marketing solutions through partnerships.
  • Able to screen out sales pitches and look for the relevant brand and customer story.

How success will be measured

The content manager will be measured on the continual improvement of customer nurturing and retention through storytelling, as well as the increase in new prospects, through the consistent development and deployment of content.  

Specific measurements of this criteria include:

  • An increase in defined customer engagement metrics (i.e. conversions, submissions, purchases, etc.)
  • Growth in website traffic; specifically, organic reach and other inbound traffic sources.
  • Conversion metrics definition and growth.
  • Social media positive sentiment metrics.
  • Customer feedback and survey data.
  • Increases in key search engine keyword rankings.
  • Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).

Primary criteria for success are customer and employee affinity. Success is measured around lifetime customer value, customer satisfaction, and employee advocacy.

Summary

This position requires confidence, independent action, initiative, a sense of urgency, and the ability to make decisions and take responsibility for them. A well-suited candidate can react and adjust quickly to changing conditions and come up with practical ideas for dealing with them. 

In this role there is a great deal of challenge and pressure, and people and problems must be handled with confidence and determination. This job requires self-assurance and competitive drive. 

The responsibilities are broad in scope, encompassing a wide variety of activities requiring rapid shifts in priorities.

Advanced experience needed within the following platforms:

  • Facebook
  • Twitter
  • Instagram
  • LinkedIn
  • HubSpot
  • Salesforce
  • WordPress
  • Adobe Creative Suite

About Enrollment Builders:

One enrollment equals one story. The heart of Enrollment Builders is filled with stories of real people fulfilling their dream of earning a college degree. Through experience, empowerment, and science Enrollment Builders helps higher education institutions grow enrollment one story at a time.
 
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