Social & Content Marketing Strategist (Onsite & Offsite)

Follett Content Solutions LLC•Mchenry, IL

2d•$70,000 - $90,000•Hybrid

About The Position

Follett Content Solutions is seeking an experienced and dynamic Social & Content Marketing Strategist to join their team. This role is responsible for planning, creating, and executing successful content marketing strategies and assets that attract, engage, and convert prospects into qualified leads. The position combines content strategy, webinar execution, social media marketing, paid social amplification, campaign reporting, and cross-functional project management to build brand awareness, engage targeted audiences, generate qualified leads, and support business growth. The strategist will identify, develop, and amplify Follett Content’s reputation in education and use content marketing to build revenue-generating, transformative growth. They will collaborate with the Director of Brand & Content to develop and execute content strategy and marketing efforts, and work across Marketing, Sales, and Product Teams. The ideal candidate is a strategic, detail-oriented marketer with excellent written, visual, and oral communication skills, and a proven ability to manage multiple campaigns and high-volume content programs simultaneously. This person understands how to connect content and digital marketing efforts to business objectives and brings hands-on expertise in SEO, UTM parameters, social media analytics, copywriting, and design. Experience with social media management and digital analytics platforms is a must, as is a background in or genuine passion for the education and PreK–12 industry. This position will likely have management responsibility for one direct report.

Requirements

7-10 years of experience.
Bachelor's degree or equivalent.
Extensive experience in B2B content marketing, social media marketing, and influencer marketing.
Experience with TikTok, Facebook, Instagram, Threads, X, Blue Sky, LinkedIn, Pinterest, and YouTube is required.
Strong social content development and storytelling skills, with the ability to create engaging, platform-specific content that drives audience engagement, brand awareness, and lead generation.
Strong analytical skills, with experience of SEO best practices, UTM parameters, and the ability to interpret data and make data-driven decisions to enhance lead generation.
Familiarity with Google Analytics.
Proficiency in Wistia, HubSpot, and Sprout Social or similar software is required.
Excellent communication and interpersonal skills, with the ability to work effectively with diverse teams and cross-functional stakeholders.
Experience in the education sector is highly desirable.
Public relations experience is desirable but not required.

Nice To Haves

Experience in the education sector is highly desirable.
Public relations experience is desirable but not required.

Responsibilities

Develop and implement comprehensive content marketing strategies and editorial calendars that align with business goals, audience needs, and campaign priorities across Classroom, School Library, Public Library, and Account Based Marketing (ABM)/Account Based Experience (ABX) initiatives.
Develop content that supports each stage of the customer journey, including awareness, engagement, lead generation, sales enablement, and retention.
Collaborate with cross-functional teams, including Marketing, Sales, Product, and Design Teams to recommend content placement across channels and ensure longevity of content.
Interview and build relationships with customers and thought leaders to create authentic and engaging content that addresses their needs and showcases our expertise.
Write, edit, and produce various types of content, including blog posts, articles, reels and shorts, etc.
Own and execute the webinar program, including topic strategy, speaker coordination, prep calls, run-of-show development, promotional planning, platform coordination, live execution support, and performance reporting.
Develop and support post-webinar attendee nurture strategies and follow-up journeys, including lead engagement, content repurposing, sales enablement alignment, and multi-channel touchpoints designed to extend campaign impact and support pipeline growth.
Repurpose long-form content, webinars, events, and thought leadership into multi-channel assets to extend campaign reach and content longevity.
Ensure all content is optimized for search (including AI platforms) to improve visibility and organic traffic.
Analyze content and campaign performance metrics to identify trends, optimize future content, and provide actionable recommendations to stakeholders.
Maintain consistency with Follett Content’s brand voice, messaging, style guidelines, and business priorities.
Craft comprehensive plans to increase brand awareness and engagement across various social media platforms, ensuring alignment with overall marketing campaigns.
Create and maintain a detailed editorial calendar to organize and schedule social media posts, coordinating with campaign managers to integrate content seamlessly.
Create, curate, and post engaging content tailored to each platform’s audience.
Own community management. Actively engage and interact with followers, respond to comments, and manage online activities that foster engagement.
Monitor social media metrics to assess the effectiveness of campaigns and strategies and make data-driven decisions, and monitor for potential issues and negative feedback. Exercise sound judgment in responding and/or coordinating support as appropriate.
Develop and deliver bi-weekly social media performance reports for key business areas and brand initiatives, providing actionable insights, campaign analysis, audience trends, and strategic recommendations to leadership and stakeholders.
In coordination with the Director of Brand & Content, escalate and implement a crisis response plan to address brand reputation risk quickly and effectively.
Develop and execute paid social media strategies aligned to business objectives across Classroom, School Library, Public Library, and strategic ABM/ABX campaigns.
Partner within marketing and cross-functionally to support full-funnel marketing initiatives that drive awareness, engagement, lead generation, pipeline growth, and customer retention.
Build and maintain audience segmentation strategies, including retargeting, lookalike audiences, and ABM/ABX campaigns.
Monitor campaign performance metrics including engagement, CTR, CPL, conversions, attribution, and ROI, and provide actionable insights and optimization recommendations.
Develop reporting dashboards and executive-level summaries that translate campaign and social performance data into strategic business insights and recommendations.
Support amplification strategies for thought leadership, influencer campaigns, webinars, events, and key brand initiatives through paid promotion and audience targeting.
In partnership with the Director of Brand & content, research and identify influencers who align with our vision, mission, and target audience.
Establish and maintain relationships with influencers to foster long-term partnerships to expand reach and generate leads.
Coordinate influencer campaigns, including content creation, approvals, tracking, and performance.
Ensure all influencer activities comply with legal and regulatory requirements and manage contracts and agreements.
Analyze content performance metrics to refine strategies and improve future content.
In partnership with the videographer, create and optimize short-form multimedia content, including social reels and video edits to drive audience engagement and brand awareness on channels.
Maintain consistency in messaging and design elements across all content to ensure a cohesive brand identity.
Develop and maintain design templates to streamline the content creation process.