Perm (based London Victoria)
Excellent benefits and award winning workplace!
Purpose of Role:
Based in London the Content Marketing Manager will be responsible primarily for content generation and will contribute to the firm’s content strategy by working with the Head of Digital, Head of Creative, Head of Brand, Head of Sector and Service Marketing and the Head of Campaigns. You will manage a team of two content generation experts along with a number of freelancers and agencies that focus on content generation to support the firm to achieve its strategic ambitions through content. Content means a lot of different things to different people. In this context, the candidate will focus on content that effectively markets the professional services firm by creating opportunities to engage and influence our communities and clients. To date we do that through three ‘types’ of content which are repurposed across channel and format – these are opinion pieces, cases stories and research-based thought leadership (TL).
This role focuses on a number of responsibilities:
Create and deliver a content marketing strategy. Work with the market teams to create market relevant themes that position as thought leaders in the market. Also work with the central marketing channel teams to create a content channel strategy that aligns our content with our audiences. Our approach should promote our content to our target audiences using the most appropriate channels and content formats.
Continuous improvement of the quality and effectiveness of our thought leadership. We have gradually improved our Thought Leadership against competitors. We need to continue to differentiate against the competition by producing insight not available elsewhere in the market. This means focusing on primary (qualitative and quantitative) and secondary research that meets our various audience needs including PR and wider communities of interest. It also requires staying abreast of competitors and wider industry, monitoring content best practice to ensure we are at the forefront of debate on major business issues.
Using TL to drive insightful engagement opportunities with clients to support commercial outcomes. Our thought leadership should act as a beacon to our people while creating excitement in the market, therefore allowing consultants to create business opportunities and provide insight to facilitate the meeting environment.
Drive cultural change and be a beacon of content best practice within the team. This means being sensitive to business and marketing needs while also using superb stakeholder management and influencing skills to change attitude, behaviour and ultimately investment decisions to get the best outcome from our content efforts.
Develop the systems and processes to support and improve how TL, case stories and opinion pieces are produced. This means updating existing guidelines and generating new ones w
When required. We have recently completed our content guidelines for strategy, TL, opinion pieces and case stories but still need a set covering research, quotes, video, infographics and there could be others. This requires working across marketing function, across the wider firm (such as with legal) and externally to understand best practices. This also requires a good understanding of best practice in content distribution across channels.
Maintaining external relationships and getting the best from content agencies. Key to this roles success is working closely with external agencies and freelancers such as Source Research.
• Delivery of at least one major companywide themed thought leadership programme per year based on sector/service relevance
• Central coordination and management of all TL, case stories and opinion pieces.
• Support business teams in the development of TL, case stories and opinion pieces
• Address how TL, case stories and opinion pieces are produced in the firm – implementing the systems and process to achieve this.
• Improvement of the quality and accessibility of TL, case stories and opinion pieces on our website.
• Advise the Marketing Managers/Executives for Groups/Countries/ on the development of their content plans.
Skills and Experience
Senior Marketing professional with an extensive generalist background • Proven track record in marketing - a minimum of 10 years Essential
Excellent metrics • Can demonstrate clear history of good ROMI
Marketing Strategy • Creates and implements marketing strategy that balance the needs of the business, clients and the brand Essential
Exceptional stakeholder client relationship management • Develops strong relationships with internal clients and specialist centres Essential
Commercially focused • Driven by results - links own KPIs with impact on business performance Essential
Excellent IT skills - MS Word, Excel, PowerPoint, PeopleSoft. • Examples of written work, presentations and spreadsheets produced Essential
Degree qualified • Certification Essential
Professional Qualification • Certification Essential
Market research • Certification Bonus
Person Specification Requirements
Accurate, demonstrates outstanding attention to detail
Excellent client focus
Excellent communication, interpersonal skills and presentation skills
Creative and innovative, always seeking to improve and add value
Good level of numeracy and commercial awareness
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Perm (based London Victoria)