Marketing Specialist (Content)

Informa Group Plc.•Philadelphia, PA

7h•Hybrid

About The Position

The Content Team at Taylor & Francis is crucial for creating, managing, and optimizing high-quality digital content to drive engagement, enhance user experiences, and support business objectives. This dynamic and collaborative group focuses on crafting compelling narratives, ensuring content consistency across platforms, and aligning with brand guidelines to deliver impactful messaging that meets audience needs and business goals. They are dedicated to delivering innovative and user-centric solutions that elevate the organization's digital presence, thriving on creativity, attention to detail, and a passion for storytelling. The Marketing Specialist (Content) will be responsible for executing the planning, ideation, production, and ongoing management of digital marketing content regionally. This role involves working with regional and global marketing teams and other cross-functional verticals to ensure content marketing strategy aligns with campaign objectives. The specialist will also manage and maintain campaign assets, leveraging insights to suggest and implement creative optimizations to maximize asset impact and uptake.

Requirements

Experience in a marketing environment, understanding of the role of marketing and the implementation of evidence-based marketing content to support channel campaigns.
Knowledge and ability with IT systems including core MS Office packages (Word, Excel, Power Point), web/cloud-based databases/platforms, CMS, email creation platforms and/or other bespoke IT systems.
Demonstrable customer and commercial awareness – including the competitive environment, potential partner organizations and market trends.
Strong written and verbal communication skills, with ability to write and develop engaging copy and messaging for inclusion in recommended content.
Prior creative and design experience and familiarity with leveraging internal creative tools to build assets (i.e. Canva, etc.).
Ability to work with internal cross-functional sales and marketing team leads to plan and develop successful content marketing strategies, timelines, and materials to support the customer and overarching campaign objectives.
Ability to work with relevant industry experts, KOLs, influencers, and current or prospective customers to champion thought-leadership, conduct ongoing research, and garner the qualitive and quantitative insights necessary to help fuel the development of impactful content assets.
Familiarity with measuring the success of content marketing campaigns and assets using internal reporting and sales enablement tools (i.e. Google Analytics, Showpad, etc.).
Ability to translate content marketing performance data into meaningful insights to help inform future campaign strategies and recommend areas for optimization and improvement.
Experience with web-design best practices, tools, and platforms (i.e. Wordpress, etc.), as well as familiarity with using data analytics to suggest areas for improvement on site to help maximize the online user experience.
Ability to prioritize multiple tasks to meet the needs of multiple stakeholders.
Ability to readily adapt to and manage changes in process and implementation.
Able to use business acumen gained from learning and past experiences to improve campaign effectiveness and working practices.
Supports the implementation of change through positive behavior and attitude; Contributes ideas of how to best manage and implement changes based on customer needs.
Focused on self-development.

Responsibilities

Lead/manage the creation and development of relevant, high-quality marketing materials/assets, including white papers, presentations, surveys, infographics, social media assets, long-form videos, brochures, and other high-impact custom marketing and sales assets/collateral.
Work with the CRM and planning teams on an email content calendar and deliver the content and messaging for these emails.
Present information in meetings, with a thorough understanding of the products/customer channel, target markets, and sales expectations.
Coordinate with internal team leads on the development of marketing assets to ensure messaging, approach, and creative vision clearly align to the needs of the customer and/or the campaign’s overarching strategic vision.
Create content communications that consistently and effectively articulate T&F’s key value proposition/core benefits and incorporating the needs of the customer.
Serve as a content specialist, recommending and producing assets that are consistent with T&F’s branding guidelines and the needs/preferences of the customer.
Liaise with key customers to produce effective marketing content (e.g. researcher interviews, librarian insights).
Consistently monitor, measure, and analyze content performance, translating reported data into meaningful insights to help inform content marketing strategies, locate potential areas for content/asset optimization/improvement, maximize content/asset impact, etc.
Maintain a line-of-sight to the latest industry trends and customer challenges to recommend and develop assets that are in line with industry standards and/or customer needs/preferences.
Play leading role in developing KPIs for measuring ongoing success/effectiveness of marketing content.
Work closely with external agencies and/or graphic designers to manage the development/creation of new/unique custom assets (where relevant).
Champion a more innovative approach to content marketing and maximize opportunities for success by encouraging/piloting the ongoing testing of new, unique, and engaging content formats, platforms, and/or distribution channels.
Ensure compliance of the specific guidelines set by the owners of the channels/platforms the content will be hosted on.