Position Summary

The Digital Content Specialist will support Hebrew SeniorLife’s content marketing efforts by creating original content for digital channels, especially the HSL blog. They will create 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 create 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.

• Excellent medical and dental benefits, available on your first day for positions over 24 hours/week
• A 403b retirement plan open to all employees, including per diems
• Generous paid time off
• On-site health and wellness programming
• Tuition reimbursement and scholarships
• An employee recognition program

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

• Serve as the main content creator 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

• 
  Contribute content for HSL’s website
  • Confirm/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
• Create and/or repurpose content for other HSL digital platforms including e-newsletters and social media
• Create other types of content as needed to support inbound marketing and the customer journey

• 
  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

• 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

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