Blue Cross Blue Shield of Massachusetts

Director of Content Marketing Strategy | Marketing

Posted by: Grace Kim
Boston, MA | Senior Level | Brand Side | $130,000 - $155,000

The Content Director will oversee strategies and development of content that brings our brand to life, drives member and B2B partner engagement and ultimately builds on our already strong reputation as a leader in the healthcare space. The Director will work closely with Marketing leadership, Corporate Communications, Product, Consumer Experience and Insights  teams to develop an overarching content strategy and will manage deployment of the strategy across an internal creative team and external agencies to develop and curate the best and most valuable content in the category. The ideal candidate is a strong strategic and analytical thinker, seasoned leader, and exceptional writer/storyteller with experiences across a variety of content platforms who is eager to both develop strategy and tactically execute as we build out our content practice. The ideal candidate must be a strong leader who can provide creative and strategic thought leadership and direction to cross functional teams responsible for a broad range of writing, creative and strategic communications for multiple audiences. This Director is the consumer / target audience champion who tracks and uncovers insights that translate into content strategies.

Key Responsibilities:

·Responsible for “owning” the content marketing initiative and for executing the program components and be accountable for: 1) editorial calendar and schedule, 2) content alignment, 3) integration of marketing programs and required content across all channels, 4) audience understanding, 5) measurement and reporting.

·Articulates and leads content strategy development in support of the corporate and marketing goals across all channels – website, email, SMS, DM, social media, paid advertising

·Manages content across its full lifecycle including content creation, aggregation and curation, monitoring for customer/prospect reaction, optimization and measurement and learning

·Leads detailed editorial calendar development, scheduling, and governance

·Works closely with content creators and syndicators – both internal teams and external creative and media agencies/publishing companies

·Coordinates cross-functionally to ensure tight alignment with corporate communications/brand journalism and product marketing teams

·Deeply understands and “owns” key B2B and B2C audiences and their respective journeys, and develops personas that will influence content development

·Works closely with Brand Manager and Channel Lead to ensure messaging is designed to meet the needs and expectations of each audience and is delivered in the appropriate channels at the right time

·Creates a content marketing measurement and optimization program

·Develops standard operating procedures for the planning, execution, optimization, distribution, and amplification of the organization’s content

·Continuously identifies ways to innovate content creation & distribution – new formats or executions, and emerging market opportunities

·Educates the organization on content development and marketing best practices



·Bachelor’s degree (master’s a plus), preferably in English, journalism, communications, or related field

·10+ years of experience, ideally in content strategy and marketing and/or publication management. Some healthcare experience is preferred.

·Strong knowledge of SEO and social best practices, with a solid understanding of which content and approaches work best in which channel and why

·Exceptional storytelling, editing and writing skills

·Skilled at developing content across a broad range of lengths (long-form + short-form) and formats (social media, blogposts, video)

·B2B and B2C experience required

·Strong communicator and strategic thinker with a proven ability to translate complex concepts into easily digestible and compelling content

·Has sophisticated understanding of contemporary content marketing analytics and experience working with marketing leadership to assess content marketing ROI and optimize programs accordingly

·Performance-oriented, and easily able to translate data into meaningful insights

·Demonstrates capacity to communicate effectively with senior leadership, clinical and research staff across the organization and across Partners, with colleagues, peers and direct reports.

·Ability to lead effectively, move quickly, and develop collaborative cross-functional relationships

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