Senior Content Strategist

Social, Content & Influencer Marketing £ 50,000 - £ 55,000 per year

We want to be the home of Creative Intelligence.
We put creativity at the heart of everything we do. Because we are a creative network.
Creativity is the first, greatest competitive advantage in business. Original thinking.
Strategy is the oxygen for that creativity - knowledge, experience, insight, data, informing or inspiring the work that we do.
We separate the useful from the interesting, to get to less ordinary answers.
We're a diverse bunch of thinkers - Brand Strategists and Data Analysts, Experience Design to Insight, Social and Content experts to CRM wizards.

Experience/Skills

We are looking for someone who can demonstrate a range of strategic, editorial and content skills



* Recent and relevant experience developing content strategies for brands or organisations across a range of sectors or industries, either at an agency, a consultancy, a brand, a publisher or a media owner



* Developing content strategies for business to business and consumer sectors and ideally experience with managing global clients managing across international markets



* Comprehensive experience in strategy and content, with an understanding of the end-to-end content process, from defining the problem, insight mining, setting the strategy, ideation, prototyping, delivering the work and measuring performance



* Deep editorial skills in developing content ideas and executions, researching, briefing, commissioning and forward calendar planning and editorial quality control
* An understanding of how brand journalism fits into marketing, and how editorial ideas can live beyond articles, in multiple formats, including video, social and other media, is essential


* Auditing experience with content for quality via developing frameworks and taxonomies to provide relevant recommendations for improvement or growth



* Experience in providing online strategy consultancy and business analysis - including working with user experience optimisation, information architecture, SEO, branding, accessibility, across multiple channels for all content touchpoints



* Comfortable working with data, developing and working with specialists to establish actionable data and performance measures of content effectiveness in addition and working with data analysts to capture data analyses in palatable, client-ready presentations



* Our candidate is likely deeply curious about culture, business, sports, technology, lifestyle an avid reader and problem solver



* Managerial capabilities - ability to independently work in the capacity of project lead to ensure the overall delivery of clients' digital comms development, at editorial pace from design kick off to final testing
* Understands how content works with Social Media and other platforms work for content (Facebook, Twitter, Instagram, LinkedIn, YouTube, Reddit, etc.) work and keeps knowledge on current formats and tactics up to date


Expectations as a Senior Content Strategist

Our content strategists work with the principal of borderless creativity. We work together with wider strategic, creative and account teams to define and bring to life outstanding content campaigns, projects, and programmes creating fundamentally integrated work for the brands we take care of.

Define the problem: What have we been asked to do, what can we do, what should we do?
Interrogate client needs, challenges and articulate the strategic requirements.



* Interpret and build on a client brief
* Understand different aspects of a client business and different goals and motivations (marketing, sales, IT)
* Understand the differences between business objectives, marketing objectives, comms objectives, content and social objectives and the ability to define each for projects
* Conduct content audits, competitor reviews and SWOT analysis for brands and their communications spaces
* Understand key data and ability to synthesise it

Insight Creation: Finding things out, filtering them, rethinking them to inspire action.
Understand, synthesise, and communicate insight from brands, audience, culture and category.



* Understand the different types of research and which best fits the task
* Knowledge of key research sources (Mintel, Social Listening, GWI, WARC, Google Analytics, Google Scholar)
* Knowledge of focus groups, online testing and test and learn regimes for content improvement and optimisation


* Work closely with data experts to unlock insights from public social listening and first party databases


* Create and present summaries of content opportunities, communication and thought leadership trends, platform innovations and competitor activity and demonstrates the ability to synthesise implications from analysis
* Participate in and lead elements of stakeholder engagement - running bespoke workshops to assess and define digital communications strategy, governance, and definition
* Understands the principles and practices of user journeys, consumer segmentation and personas
* Understanding of the basic principles of behavioural economics
* Understanding and appreciation of semiotics, language and cultural analysis when applied to brands and content

Set the Path: Giving inspiration, clarity and confidence to the team about what needs to be done.
See the alternative strategic routes for a problem and articulate the chosen one.



* Understands and can articulate the components of business brand, content and social strategy (targeting, positioning, brand architecture, product concepts, consumer journey, business planning, channel mix, content planning and execution)
* Understanding of strategic territories, content opportunities and concepts and ability to turn these into inspirational briefs


* Creating the commissioning and briefing for whitepapers, thought leadership, and a range of articles, graphics, video scripts and social output
* Research and definition of original content for deep editorial briefs, whitepapers, thought leadership, corporate positioning
* Understanding of how to conduct and or guide original academic or marketing research for whitepapers

Ideation: Helping creative and other disciplines come up with better ideas, faster.
Enthusiastically support the creation of ideas that are right for audience and brand.



* Consistently documents and shares great work and inspiring examples with the wider team
* Create with teams early editorial or content early ideas for copy, graphics and video
* Act as inspirational source of examples for the creative process
* Facilitate creative brainstorms
* Able to identify and articulate strong content ideas

Prototyping and storytelling: Defining the idea, proving, communicating and selling it.
Bring to life an idea and create a compelling story to frame it.



* Can clearly articulate the different types of ideas (brand, content, campaign, tactical, reactive, execution)
* Confident representing data in new visual ways and using it to tell a story
* Can frame a strategic argument logically clearly linking the strategy to the creative solution
* Deliver clear and articulate presentations tailored to audience
* Understands the benefits of a test and learn strategies and can create testing hypothesis for content and engagement improvements
* Sales and pitch work - devising and presenting creative content ideas, user-experience concepts and best-practice online comms strategy propositions

Delivering the Work: Crafting the content and experience journey providing the delivery detail that brings ideas to life.



* Explain the pros and cons of different channel roles, capabilities and affinities for audiences
* Document and visualise experience journeys in clear and compelling ways
* Interact with media experts to assist in creating media plans that work in conjunction with content and creative strategy
* Interact with creatives to design multiple versions of assets for micro-targeting and optimisation
* Can write a channel plan across paid, owned, influencer and earned media
* Knows the value of different channels and platforms, can articulate their role within an idea and help optimise ideas to work in these environments
* Online governance- writing easy-to-use, engaging documents for the governance and steerage of online communications and creating function guidance for both developers and clients, depicting the behaviours of digital functionality components

Measurement and Effectiveness: Proving if, how and why the work created real value for the business and consumers
Understand the mechanics of effectiveness and how to build a case.



* Understands the logic of social media measurement and how to prove effectiveness
* Understands media results and can create strategies to improve creative and optimise results
* Test and learn cycle in content creation and improvement
* Support and, or write awards papers

Contact: Daniel Woplin
 

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