Digital Content Specialist @ Hebrew Senior Life
The Content Specialist/Writer will support Hebrew SeniorLife’s content marketing efforts by writing original content for digital channels, especially the HSL blog. They will write content that is designed to advance business goals and lead generation; increase brand awareness, engagement, and advocacy; and grow inbound marketing efforts. The Specialist will collaborate with colleagues on the HSL Editorial Board, along with subject matter experts and stakeholders across the organization, to write engaging content and maximize its use across digital channels, including social media channels and enewsletters. Content will support marketing and thought leadership efforts related to Hebrew SeniorLife health care and senior living offerings, research and academic programs, and philanthropic initiatives, with an emphasis on content that drives HSL’s business goals. The ideal candidate will be an excellent writer and communicator, creative, curious, enthusiastic, motivated, and self-directed.
Story Identification
Develop a deep understanding of HSL’s business goals in order to align content to organizational priorities
Get to know the characteristics of HSL’s key audiences, including health care and senior living prospects and their family members, donors, referral partners, employees, and others, in order to tailor stories and messaging to their needs and interests
Understand how HSL’s content strategy supports the customer journey and connects to lead generation goals
Cultivate internal sources across Hebrew SeniorLife’s many sites, service lines, and departments who can help identify compelling stories
Follow up on these story ideas to generate content across relevant channels
Hebrew SeniorLife Blog
Serve as the main writer for the Hebrew SeniorLife blog
Generate blog ideas that are aligned with and balance HSL’s business goals, the interests of blog readers, and HSL’s thought leadership approach
Partner with subject matter experts across the organization to gather content and/or write content for their byline
Conduct background research on keywords, frequently searched questions, and other topics to inform approach for specific blog topics
Write original blog posts using SEO best practices and in accordance with HSL brand, style, and voice
Select photos
Draft copy for accompanying blog subscriber notification emails
Partner with the Web Content Specialist and the Marketing Communications Coordinator to ensure content is posted and distributed
Maintain the blog editorial calendar
Review analytics to understand user response to blog content Identify opportunities to share blog content across HSL channels
Other Content Creation
Write content for HSL’s websiteConfirm/gather details from program stakeholders
Write copy in accordance with HSL’s brand, voice, and style, and best practices for website and SEO
Select photos Write and/or repurpose content for other HSL digital platforms including e-newsletters and social media
Write other types of content as needed to support inbound marketing and the customer journey
Content Optimization
Serve as a member of the SEO team
Attend monthly meetings with the digital agency
Keep abreast of changes to best practices and incorporate them into content creation
Review analytics to understand user behavior and how content drives key performance indicators
Update old blog and website content to reflect SEO best practices
Content Operations
As a member of the Editorial Board, contribute to the editorial calendar, adhere to deadlines, look for opportunities to repurpose existing content, and review metrics to understand what content performs successfully in order to shape story ideas that engage key audiences
Report on relevant results in the team’s monthly marketing report
Studies have shown that women and people of color are less likely to apply for jobs unless they believe they meet every one of the qualifications in a job description. Our top priority is finding the best candidate for the job and if you are interested in the position, we would encourage you to apply, even if you don’t believe you meet every one of the qualifications listed below.
Core Competencies
Excellent writing and storytelling skills; ability to understand business goals and connect them authentically to what’s on the minds of consumers; experience creating content that is optimized for the web; knowledge of best practices relating to content creation for different digital channels; skills in translating complex information for consumer audiences; ability to work in a collaborative team environment with the marketing, communications and development communications teams to develop content that can be leveraged across multiple formats; motivated self-starter who keeps up with new trends and tools and is not afraid of early adoption of solutions; ability to multi-task and manage multiple projects simultaneously, while maintaining attention to detail; solid communication and interpersonal skills and the ability to build relationships with colleagues, residents, patients, families, partners and others to develop content.
Qualifications
2-4 years experience working in content marketing, content creation, and/or inbound marketing
Strong story teller with demonstrated ability to identify compelling stories and then effectively tell those stories through written word
Excellent writing and editing skills with a track record of writing for digital media
A basic understanding of the principles of search engine optimization
Experience using digital or web-based tools and the ability to learn to use new tools Positive attitude, detail- and customer-oriented with good multitasking and organizational ability
A commitment to Hebrew SeniorLife’s mission, cultural beliefs, and building an inclusive environment
Driver’s license and access to a car required for occasional travel to HSL’s sites in Greater Boston (not all are accessible via public transportation)
Nonprofit experience preferred