People are bombarded and disrupted by over 14,000 messages a day. The world doesn’t need more content; it needs better content. Hence, the IBM Originals team was founded to be the storytelling arm of IBM. We create stories and content experiences that matter to our audiences, move them to act, and cut through the noise in the market. The IBM Originals team believes that content is the best way to build relationships at scale and that stories must be creatively told, uniquely delivered, and useful to our audience. We are seeking Content Strategists to be our strategic leaders for campaign content for each of IBM’s Business Units. Do you have what it takes? Want to be part of a company where science and creativity collide to make the new big bang in content? About this Role Content Strategists bring an audience-first approach to planning and overseeing the content strategy, requirements, and deliverables that support the buyers journey throughout the life of a project. This role reports to the Business Unit Content Leader Editor in Chief and works closely with the Content Director. The Content Strategist’s role includes but is not limited to:
Content Strategy: Lead the development of content strategy for campaigns and content experiences including the creation of targeted and differentiated buyer-centric narratives, content journeys (including calls-to-action), and the corresponding deliverable plans that bring those narratives to life. Work with the cross functional “diamond” team to gather audience and competitive insights, prior content and campaign performance data and insights, as well as best practice information to inform content and campaigns
Audience Demand: Get to know the business needs and aspirations, content consumption preferences and behavior, channel preferences and behaviors for our audiences via different sources
Brand and Solution Stories: Determine what narratives and stories the company can authentically tell that will engage the buyer and help lead them to the appropriate IBM solution set
Competitive: Monitor the competitive landscape and all best-in-class publishers to find the white space and inform our content best practices
Content Ideation: Contribute to the ideation process to turn data/insights into thought starters and sparks of creativity and stories. Conduct story research utilizing internal and external sources. Own the content strategy parts of any content / creative briefs and co-develop the consideration set for the content partners (whether internal or external) to consider as part of the RFP process.
Content Models: Determine which creation models are most appropriate given the idea, expertise, talent and resources (agency vs. in-house, DSG, etc.). Search sources (e.g. the DAM) for content to potentially curate and re-use.
Content Research / Testing: Oversee concept testing and research to validate our hypotheses. Work with internal and external research partners on testing.
Commission Content: Create the idea pitch document that marries ideas to strategy and showcases the team’s recommendation for approval by the editor-in-chief and editorial board. Co-present with the Content Director the team’s recommendation to the Editor-in-Chief.
Content Negotiation: Work with the Paid Media Team to help negotiate distribution and amplification across paid, owned & earned channels to we make sure great content finds its audience. Ensure that partners are being consistently monitored and measured and that performance data and insights are fed back to the broader BU content and CHQ Content Accelerator teams.
Workflow Management: Monitor content performance and ensure that all content meets SEO guidelines, has keyword focus, cross links, and clear calls to action.
Content Distribution: Work with social media, internal communications, digital etc. to ensure campaigns are promoted and shared across all appropriate channels.
Optimize Content: Ensure concept, A/B, and multivariate testing occurs and is aligned to the role/goal of the content strategy. Monitor the story Dashboard on a weekly basis and make recommendations to the team for optimizations, killing and extending content based on performance.
5-8 years of experience in brand strategy/planning in digital/content/media at an agency.
Bachelor’s degree in a related field – business, marketing, communications, PR etc.
Capable of self-directing, thrives in a fast paced environment and has strong communication skills.
Solid understanding of social, digital, media, and content metrics.
Excellent skills in gathering, synthesizing, and analyzing internal and external research into sound content analyses.
MS Office Proficiency (Excel, Powerpoint, Outlook).
Familiarity with content/social analytics platforms.
An understanding of media planning, distribution, measurement, optimization, and syndication of content.
Evidence of facilitating and initiating creative thinking in the digital space.
Ability and willingness to develop relationships and work with a wide array of partners in content development, production and measurement, video distribution, seeding and social media.
Center of Competency (CoC)
IBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.