Digital Content Planner

Responsible for developing content strategies in alignment with product and marketing goals that are also executable by DX product teams. Act as a digital subject matter expert (SME), working with cross-functional teams to deeply understand the audiences and goals the digital content strategies need to meet.

• Serve as a key member of the enterprise Customer Relationship Management (CRM) team, partnering with corporate communications on creative and content strategies.
• Develop matrices of audience types, identifying what content would resonate most with each audience, and what content should be static vs. dynamic.
• Pitch, propose and provide rationale for work-in-progress or near-final plans to leadership.
• Present digital content strategies to multiple stakeholders, including directors and executives, when required.
• Consider multiple content types, including but not limited to on-page copy, videos, virtual assistant and app messaging, infographics, images and PDFs. Propose how they might get shared across platforms.
• Help define the key performance indicators (KPIs) for digital; review analytics once plans are in market and make recommendations for experience optimizations.
• Study the innovative use of digital content by other brands and keep a pulse on emerging tech; share learnings and points of view (POVs) with leadership for how BCBSM can leverage the insights.
• Responsible for writing content in support of digital content strategies, as needed.
• Use identified keywords in on-page content when pages are required to rank in search.
• Strategically include related messaging found in other channels for seamless, omni-channel experiences.
• Craft metadata, alt text and aria labels for on-page content in alignment with federal and team standards.
• Use the digital Content Management System (CMS) to author and publish content, when needed.

" Qualifications "

• Bachelor’s degree required in English, Journalism, Communications or Marketing.
• Advanced knowledge of a Content Management System (CMS), preferably Adobe Experience Manager (AEM) required.
• Five (5) years of experience developing strategies, presentations, copy and optimization plans required.
• Follow and help progress digital content strategy best practices in alignment with corporate guidelines.
• Follow digital best practices for content structure, like calls to action (CTAs), hyperlinks and accessibility guidelines.
• Monitor corporate editorial standards including Associated Press (AP) Style, and proper use of voice and tone.
• Partner with User Interface (UI) designers, User Experience (UX) specialists, Search Engine Optimization (SEO) and Paid Search specialists, and Quality Assurance (QA) resources for the best experiences.
• Proficient in HTML, Google Analytics, content testing methodologies and SEO.
• Basic understanding of Customer Relationship Management (CRM) and User Experience (UX) principles.
• Serve as a checkpoint for digital content development in alignment with strategic plans.
• Support the enhancement of governance guidelines, processes and documentation for the digital content team.

SUMMARY
Responsible for developing content strategies in alignment with product and marketing goals that are also executable by DX product teams. Act as a digital subject matter expert (SME), working with cross-functional teams to deeply understand the audiences and goals the digital content strategies need to meet.

All qualified applicants will receive consideration for employment without regard to, among other grounds, race, color, religion, sex, national origin, sexual orientation, age, gender identity, protected veteran status or status as an individual with a disability.