OVERVIEW:
If you love making compelling content for digital channels, this role is for you. As a member of the Carlson School of Management’s award-winning Marketing and Communications department, and reporting to the team’s digital marketing strategist, the digital content specialist will contribute to the success of the school beginning week one. In this position you will further develop your skills, both strategic and tactical, that will advance your career in digital marketing. You will create digital marketing content to engage prospective students and other audiences. Additionally, you will support the school's strategic goals and work collaboratively to accomplish marketing objectives. Are you a creative thinker who is detail oriented and committed to producing high quality work? If so, then we’d love for you to apply. The salary range for this position is $52,000-$60,000 annually.

JOB DESCRIPTION:
Create Digital Marketing Content (40%)

• As part of the Carlson School’s digital marketing team, you will collaborate with colleagues to create high quality content that can be used across shared, owned, and paid digital channels, while ensuring the content is aligned with objectives and strategies
• Write and edit short-to-medium-form copy for digital content such as webpages, landing pages, eBooks, emails and more, with the goal of generating prospective student requests for information, event registrations and application starts/completes
• Enhance content with multimedia such as graphics/images and short-form videos
• Partner with team members including photographers, videographers, and graphic designers to source or develop creative assets
• Ensure that the Carlson School visual identity, style guide, and brand voice are consistently and strategically applied across digital channels
• Serve as an advocate for the proper management of content and the Carlson School brand across the school's various programs, academic departments, and centers
• Assess performance of content to determine what is working well and make changes as needed
• Partner with colleagues on the digital marketing team to ensure best practices are followed for analytics and tracking of content, such as UTMs, tags, etc.

Maintain Carlson School Website Content (30%)

• Maintain a calendar for content that changes or needs to be updated on a regular basis, such as rankings, degree program information, application deadlines, and featured information on the homepage
• Create consistent and high quality user experience across pages of the website
• Partner with the digital marketing strategist to develop content and functionality that improves the user experience on the Carlson School website
• Ensure content aligns with Marketing Communications Digital Team strategies and priorities, especially around helping prospective students find, explore, and apply for our degree programs
• Provide training on Drupal, the school’s website content management system, to colleagues at the Carlson School who maintain and update content on the site
• Troubleshoot website issues and work with the school’s web developer on fixes

Implement SEO Best Practices (15%)

• Implement strategies that help drive organic traffic to the Carlson School website
• Work with the SEO strategist to identify targeted keywords for the Carlson School website
• Work with the senior web developer to understand and use the code in place on the Carlson School website that helps improve our SEO rankings
• Use metadata best practices to ensure webpages and content are optimized for search engines
• Create articles and blog posts for the Carlson School website that are targeted at keywords/search terms that prospective students are using

Implement Accessibility Best Practices (15%)

• Help ensure content on the Carlson School website is accessible for all audiences
• Improve use of headings, alt text, color contrast, text size, clear button/link descriptions, and more to enhance the user experience for all website visitors
• Work with senior web developer to understand and use the code in place on the Carlson School website that helps improve our accessibility

*The employer reserves the right to change or assign duties to this position*

Required Qualifications:

• Bachelor’s degree in Communications, Journalism, Marketing or related field and 2 years professional experience or a combination of related education and/or relevant experience, totaling 6 years.
• Demonstrated experience creating content for websites on behalf of an organization
• Demonstrated experience managing and updating content on a website and using a website management system (e.g., Drupal, WordPress, etc.)
• Demonstrated experience writing copy for various marketing materials such as websites, landing pages, eBooks, viewbooks, emails, etc.
• Strong command of the English language, proper grammar, and proofing/editing

Preferred Qualifications:

• Up to one year of experience may be an internship
• Higher education marketing and communications experience
• Experience with Drupal
• Google Analytics experience
• Basic knowledge of HTML, responsive/mobile design, and digital accessibility standards
• Up to date with the latest best practices in Search Engine Optimization (SEO)
• Familiar with Adobe Creative Suite and Microsoft Office
• Strong project management, organization, and multi-tasking skills
• Solid analytical and problem-solving skills
• Strong attention to detail
• Self-directed and motivated