Content Marketing

Summary of Role

Support the planning and delivery of effective marketing strategies to maximise the impact of the Association’s Management Accounting (MA) research outputs in building our brand reputation, building relationships, and creating demand for our services.

Is accountable for supporting the planning and development of engaging marketing assets, and their dissemination through relevant marketing communications channels.

Support the delivery of operational projects.

Accountabilities & Responsibilities

Support delivery of the Association’s MA research agenda

• Support the delivery of Management Accounting(MA) research outputs based on the business strategies and objectives, supporting the lead for each thought leadership output.
• Work with contributors for MA research outputs to ensure delivery to agreed timescale.
• Support the production of MA research outputs ensuring consistency of content and brand design. Where relevant, work in collaboration with other Marketing and Centre of Excellence colleagues and external contributors e.g. freelance writers, printers, agencies and proof readers etc.
• Produce performance reporting and timelines for Senior Manager, Marketing Content and others as requested.
• Collaborate and build relationships with teams across Management Accounting, the Regions and Centres of Excellence to support effective dissemination of MA research to key audiences.

Leverage profile of the MA research agenda

• Work with the Lead Specialist and Senior Manager in Content Marketing; Member and Employer; and Student areas to support the development of content as a key facet of the Member Value Proposition.
• Develop an understanding of relevant audience groups and their journeys in relation to MA research content. Capture competitor research content marketing communications activity.
• Support the development of key messaging for specific audiences and sectors
• Support the development of marketing assets (e.g. videos, podcasts, infographics, social media posts, email content etc.)
• Support internal communications to inform colleagues on content projects and launches.
• Support the development of the content marketing plan for each campaign, and work closely with the internal channel teams to integrate into channel campaigns and activity.
• Explore innovative ways of leveraging MA research content across all channels and to the organisation’s different key stakeholder groups, and work with colleagues to implement.
• Maintain and identify ways to improve the MA research area on the website and Brand Hub and optimise relevant user journeys to maximise engagement.

Evaluate impact of our campaigns

• Help capture the data required to measure the impact of the campaigns.
• Support the management and maintenance of the full list of research and content assets.
• Support the preparation of reports on metrics and KPIs for each campaign.
• Provide appropriate support to other management reports as appropriate

• Ensure that activity is delivered within agreed deadlines and budget.
• Support content development projects.
• Make recommendations for how best to improve the stakeholder and member experience and ways of working.
• Liaise effectively with colleagues across the business to support the planning, delivery and promotion of the MA research plan to meet objectives and KPIs.
• Maintain adequate records and timelines for content activity.
• Undertake other responsibilities including relevant projects or tasks as required.

Supervisory Responsibilities

• None

Knowledge, Skills & Abilities Required

• Project management skills – able to monitor and report on progress; and ensure delivery within agreed timescales.
• Ability to lead and handle complex multiple content projects with cross-functional colleagues effectively.
• Tenacity, persistence and determination – must demonstrate ability to overcome obstacles to get things done.
• Critical thinking skills – ability to engage in reflective and independent thinking
• Team-working skills – able to work effectively with colleagues at all levels across the global business to ensure delivery of plans.
• Able to manage freelance contributors and suppliers e.g. writing clear and effective briefs, manage writers, proof readers and agencies to ensure delivery of outputs of appropriate quality.
• Customer orientation – able to identify, understand and meet the needs of the Association’s target audiences.
• Able to grasp the benefits and key messages of thought leadership research to ensure that supporting outputs are relevant to specific audiences and fit for purpose.
• Excellent written and verbal communication skills.
• Good organisational skills and detail oriented.

Required Experience, Qualifications & Education

• Degree level or equivalent.
• 2-4 years related experience
• Strong marketing skills and experience; digital and/or research/content specific activity.
• Career to date in business or public sector with exposure to project management.

Preferred Experience, Qualifications & Education

• Business knowledge – interest and knowledge in current business issues affecting management accountants.
• CIM qualification or working towards a CIM qualification desirable.