Summary:
Provide vision, leadership and oversight of content creation that drive new and current business as well as audience growth to ThomasNet.com and ThomasNet News. Manage the in-house and freelance writers and editors for ThomasNet Content Group’s who produce these initiatives.
Responsibilities:
- Work with the Publisher and stakeholders, such as Web Development and other departments, to define and continuously evolve the content agenda and social networking / media strategy.
- Collaborate with stakeholders to help define content goals, needs and delivery to drive traffic to ThomasNet and meet needs of ThomasNet’s audience.
- Work with stakeholders to ensure consistency and appropriateness of content.
- Function as a business editor, leading the development of content initiatives created in-house and by freelancers.
- Set the tone, direction and strategy of article content.
- Generate potential article topics and motivate writers to see the vision.
- Create and/or review editorial policy and style guidelines to update where necessary.
- Ensure content is regularly updated within established deadlines.
- Manage the creative talent that produces the content:
- Participate in the hiring and supervising of content/story creators in all content verticals.
- Encourage the development of new creative talent.
- Ensure appropriate skill-building opportunities are offered to content writing team so they can meet our content needs effectively.
- Establish relationships with the industrial / manufacturing sector to positively impact ThomasNet:
- Develop relationships with associations, organizations and government agencies impacting the industrial and manufacturing sectors.
- Establish a professional external relationship with content sources, such as associations.
- Occasionally represent ThomasNet at industry events.
- Ensure all content is substantive and optimized for search and user experience for all channels including online, social media, email, mobile and video for each persona within the user universe: Users; Buyers; Influencers and Management
- Develop standards and best practices for content creation.
- Develop a functional content calendar throughout the enterprise verticals, and define the owners in each vertical for each persona.
- Work with analytics group to create ongoing testing to gauge content effectiveness and make necessary changes to strategy, tactics and/or content based on those results.
- Leverage market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate users that lead to critical behavioral metrics such as open and click rates.
- Work with production team to implement appropriate CMS.
Requirements:
- Minimum five years experience writing for online business publications with two years in the industrial and manufacturing space.
- Minimum one year in a leadership position with creative talent.
- Experience in social networking and online content distribution.
- Skill at both long-form content creation and real-time (immediate) content creation.
- The ability to think like a user, intuitively understanding what the audience needs.
- Basic technical understanding of web development and internet technologies with an understanding of web analytics tools.
- Good public speaking and presentation skills, with a high comfort level acting as an advocate in media appearances, interviews, sales calls with reps, trade shows, etc.
- Able to work independently as well as within a team-based environment.
- Able to travel up to 25% of the time.
- College degree.
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