Digital Content Strategist

Job description

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 103,000 colleagues serve people in more than 160 countries.

JOB DESCRIPTION:

Implement and oversee best-in class digital content for Abbott Cardiac Arrhythmia and Heart Failure. Helps to further enhance our brand and grow the business by engaging customers through relevant content. The Digital Content Strategist reports to the Digital Content Strategy Manager and focuses on developing a content strategy based on business objectives and user needs.

Essential Job Functions

• Leads an overarching content strategy and governance model.
• Plans for the creation, approval, delivery and governance of content across earned, owned, paid and social media for a variety of digital tactics, including emails, landing pages, websites, social networks, mobile, paid search, etc.
• Understands the digital strategies put in place and makes content recommendations based on an established digital ecosystem.
• Optimizes and edits content to align with SEO best practices and paid search efforts; brand guidelines.
• Edits content for accuracy, voice, readability and comprehensiveness as well as consistency.
• Supports partners within Marketing, Marketing Communications, and other key stakeholders across the organization in the creation, delivery and editing of content for digital platforms.
• Establishes and executes a larger content governance calendar/plan annually in collaboration with department leaders, using analytics as guidance for content removal, changes and enhancements.
• Conducts content audits (qualitative analyses of all the content on owned digital channels) as well as gap analyses.
• Creates and maintains editorial calendars, style guides, taxonomies, metadata frameworks and content migration plans.
• Maintains a deep understanding of customer journeys and user needs to apply content and UX strategy according to business goals and objectives.
• Partners with Digital Strategist to align content strategy and needs with organizational UX and business goals.
• Optimizes content and digital efforts to deliver on business goals, through a test, measure and learn approach.

Requirements

• 5+ years of experience in content development/strategy; prefer med device/healthcare.
• Bachelor’s degree in marketing, communications, media/ journalism or related field.
• Exceptional communication and presentation skills.
• Strong desire to keep up with the fast-paced digital world.
• Positive, team-oriented attitude.
• Experience with the creation and curation of digital content across a wide spectrum of digital channels.
• A demonstrated passion for a spectrum of digital solutions and knowledge of how to leverage each to achieve marketing and business goals.
• Strong writing, proofing and editing skills, within digitally focused environments.
• Ability to prioritize work and manage multiple projects at one time.

• Possess a thorough understanding of the digital world as it relates to:
  • Principles of digital customer experience/UX design.
  • Management of digital assets, including taxonomy, meta data.
  • Paid Search & SEO best practices.
  • Social Media.
  • Email Marketing and other “push” technologies (SMS, etc.).
• Proven ability to create sharable content; familiarity with SEO content strategies.
• Working knowledge of CMS, databases and basic publishing software.
• Ability to use analytical approaches to improve content and engagement.
• Flawless attention to detail; highly organized.

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