Content Specialist (Marketing Generalist)
Department
KELLEY SCHOOL OF BUSINESS (BL-BUS-IUBLA)
Department Information
The Kelley School of Business at Indiana University (IU) is a comprehensive provider of top-tier business education with a full portfolio of undergraduate, graduate, doctoral, and executive programs on campuses in Bloomington and Indianapolis, and online worldwide. The Kelley School has been creating career momentum for 100 years, going from 70 students in 1920 to an enrollment of more than 15,000 students today. Our innovative curriculum is built on personal development, teamwork, and experiential learning with an emphasis on global and social responsibility. Our success is reflected in our reputation among academic peers, our career placement statistics, and the accomplishments of more than 137,000 living alumni around the globe.
Home of the nation's number 1 online MBA program, as well as nationally ranked programs like the Full-Time +Flex MBA (number 22), evening Evening MBA (number 16), and undergraduate business programs (number 9), Kelley has been innovating business education for decades.
Job Summary
The Kelley School of Business at Indiana University is seeking a talented storyteller who excels at writing for both print and digital media. The Content Specialist is responsible for ideating, writing, and editing relevant, high-impact copy and marketing content that aligns with Kelley's brand and supports enrollment marketing and brand/reputation efforts across multiple channels, including web, email, and paid media. The Content Specialist is a member of the Content and Creative function, within the Kelley Marketing and Communications team, which guides the creation, delivery, and governance of useful, relevant content for Kelley and its stakeholders.
Department-Specific Responsibilities
- Develops compelling, high-quality content that supports full funnel enrollment marketing efforts, including digital ad campaigns, and effectively communicates the value of Kelley's brand and programs to a diverse range of audiences, with a primary focus on prospective students. Works on projects that support both the Kelley Bloomington and Indianapolis campuses.
- Reporting to the Senior Content Specialist, works closely with Content and Creative colleagues, the Enrollment Marketing Strategy, Brand Strategy, and Digital and Web functions to develop integrated, brand-aligned content that delivers on desired outcomes. Contributes to the development of scalable, reusable content that can be adapted across channels and audiences.
- Writes and edits clear, engaging marketing copy and content for Kelley print and digital media and various channels, including web, email, and paid media.
- Creates compelling content for digital ad campaigns.
- Supports development of copy for paid media campaigns, including creating variations of messaging for testing and optimization.
- Develops content that can be adapted and reused across multiple channels, including breaking down larger pieces into smaller components for modular execution (e.g., headlines, summaries, and calls to action).
- Understands and implements IU's enterprise content strategy to effectively reach Kelley's target audiences and achieve marketing goals.
- Fact checks, proofreads, and edits.
- Coordinates with design, Customer Relationship Management (CRM), and marketing strategy teams to bring projects from concept to completion.
- Collaborates closely with Kelley clients and teams of creative and digital media professionals that include content writers and editors, web and print designers, video producers, photographers, a social media manager, and project managers.
- Optimizes content through editing, repurposing, and adapting existing materials for different channels and audiences.
- Manages and publishes content in IU's content management system.
- Helps maintain IU and Kelley's content standards, style guides, compliance, and voice and tone.
- Manages and implements feedback.
- Keeps up with copywriting and content development trends.
- Collaborates with digital team to support content needs for email and audience-based marketing efforts.
General Responsibilities
- Independently develops and executes basic and increasingly more complex strategic marketing plans for a department or functional area within a department to advance goals and objectives, including data collection and market research, target market definition, development of project timelines, sourcing of promotional materials, and marketing content creation.
- Responds to inquiries and requests from stakeholders and explains information regarding policies, procedures, and programs.
- Manages relationships with various internal and external stakeholders, including vendors, and acts as a collaborative resource in curating marketing plans to relevant initiatives, groups, events, and programs.
- Regularly researches relevant subject matter to increase knowledge in area(s) of specialty, including information on various marketing channels (print, online, electronic, email, social media, and direct mail).
- May participate in team-based marketing planning to align strategies and deadlines across various concurrent projects and initiatives.
- Collaborates with users of various software programs and creative platforms to create and deliver content and marketing materials in multiple formats to a variety of audiences.
- May provide guidance to lower-level Marketing Generalists.
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