SJSU Online Content Marketing Strategist

Job no: 563490
Work type: Staff
Location: San José
Categories: Unit 9 - CSUEU - Technical Support Services, Probationary, Full Time, Marketing/Communications

The University Marketing and Communications (UMC) Marketing Team is responsible for enrollment marketing and integrated, strategic plans in support of meeting University enrollment goals, building a national brand, and diversifying revenue through SJSU Online and Professional Education, a portfolio of 50+ fully online, hybrid, and professional and continuing education (PaCE) programs for undergraduate, graduate, and adult learners.

Under the guidance of the Director of SJSU Online Marketing, the Content Marketing Strategist collaborates with marketing colleagues, “clients”, and academic partners to conceive and publish both visual and written content that connects with and converts prospective students across a variety of channels and formats including web, blogs, news and editorial articles, student profiles, email campaigns, texts, video, digital ads, and social media.

The Content Marketing Strategist works to ensure all written and visual communications embody the university brand, voice, and tone. This position must thrive in cross-functional teams and exhibit excellent communication, organizational, and project management skills with an emphasis on quality, accuracy and timelines. They will also evaluate which channels are most effective by audience and ensure that marketing team colleagues are regularly updated on strategic storytelling direction.

This role also serves as a Work Lead for the online marketing team, ensuring consistency and accuracy in all campaigns for SJSU Online and Professional Education.

The Content Marketing Strategist will partner with University Marketing and Communications team members including but not limited to: web/ux designer, CRM marketing strategists, multimedia designer, marketing production specialist, editorial producers and creative designers. The Marketing Strategist will also support the Director of SJSU Online Marketing in working with other University stakeholders to set up operational communications, such as Cal State Apply materials, admissions decision communications, Slate portal content for admitted students, etc.

Key Responsibilities

• Write, edit, and publish conversion-focused content for web pages, blogs, news stories, magazines, emails/texts, videos, digital ads, and other channels targeting various audiences and market segments.
• Partner with marketing colleagues to write and test innovative social media content and concepts across social channels.
• Set up automated email drip campaigns in CRM system (Slate) and serves as a final QC to ensure accuracy in all communications.
• Write and edit promotional and marketing content across digital and print channels to effectively describe and promote services and programs.
• Conduct interviews for content development and develop scripts for video and live streams
• In partnership with the UMC web team, leverage keyword research, search engine optimization (SEO), answer engine optimization (AEO), and generative engine optimization (GEO), and use available analytics to develop creative content designed to drive traffic and build content authority.
• Measure and evaluate content and meet with partners to find content gaps, roadblocks, and optimization opportunities.
• Clarify a high volume of information into simple, intuitive, influential call to action (CTA) content that connects with targeted audiences and leads them through a sales life cycle funnel with the goal of converting them from prospective to enrolled students.
• Contribute to the development of an integrated content marketing strategic workgroup.
• Work with UMC colleagues to ensure concepts and copy tones are on brand and strategically sound.
• Proofread and edit content to ensure consistent voice, style, and quality.
• Participate in cross-functional working groups and team meetings to address complex project requests.
• Lead meetings with academic partners, recruitment teams, admissions colleagues and other divisions to ensure content is aligned across the full enrollment funnel.

Knowledge, Skills & Abilities

• Thorough knowledge of marketing, branding, communications, public relations, content strategy, and digital storytelling.
• Expert writing, editorial, journalistic, verbal, interpersonal communication, active listening, and analytical skills.
• Ability to develop compelling written and visual…