CNO Financial Group Sr. Web Content Analyst in Carmel, Indiana
This role will be responsible for independently managing the end-to-end processes of creating and updating marketing content of multiple products - from idea generation, writing, creative execution, distribution and using leveraging analytics to measure effectiveness. Responsibilities include independently creating content appropriate for multiple digital touchpoints (owned content, educational product content, etc.) to promote our brands and products.
Key Job Responsibilities and Accountabilities:
Independently research, manage and write content for multiple products/services, including but not limited to web site and landing page copy and interactive content that is relevant, engaging, usable, persuasive, consistent and optimized for search.
Partner with business stakeholders to develop and create content that drives demand generation, sales and customer retention.
Partner in the creation of the message hierarchy, content standards, tone, voice and creative interpretation of content to ensure brand alignment with marketing objectives.
Use data & analytics, search engine optimization (SEO) and query reports to develop and create content specific to keyword demand to broaden the SEO footprint of our digital properties.
Consult with the broader marketing team to compliment, grow, and evolve existing creative campaigns with compelling, engaging content for owned media, paid media, and customer communications.
Develop and oversee a web content calendar in concert with campaign strategies and overall marketing calendar that includes identifying and producing variable content options, maintaining content asset repository, owning content versioning and routing and receiving necessary stakeholder approvals.
Utilize provided reporting to gauge and adjust for content effectiveness and optimize content programs.
Acts as a resource to colleagues with less experience.
Prepares and presents reports and analyses to management.
Explains more complex info and works to build consensus.
May perform additional duties as assigned.
Skills, Knowledge, and Abilities:
Solid understanding of general marketing principles and practices. Has a solid and deep knowledge of CNO’s brands, products, services and audience to best develop content and drive customer engagement/understanding.
Strong digital content acumen and an in-depth understanding of how content drives engagement, search engine optimization (SEO), and performance.
Demonstrated experience working in a content management platform (e.g. Sitecore or similar).
Proven ability of creating and analyzing content for SEO.
Has an understanding of the latest digital content and marketing developments or changes of market conditions in the industry.
Requires good analytical skills to analyze situations qualitative information in new or more complex situations.Works within significant limits and authority on complex assignments requiring a high level of coordination.
Leads projects and has accountability for ongoing activities. Functional knowledge of Schema.org standards and experience with structured microdata preferred.
Strong and solid understanding of industry standard analytics packages (e.g. Google Analytics).
Solid experience messaging, positioning, executing, and delivering content with strong calls to action to drive engagement.
Proven understanding of the role of content throughout the consumer experience to inspire, mobilize, persuade, convert and retain.
Demonstrated ability to write clear, concise, engaging, and grammatically correct copy with exceptional attention to detail for copy editing and proofreading.
Relationship builder with the flexibility and finesse to "manage by influence" and who excels in a collaborative environment.
Education and Experience:
Typically requires a Bachelor’s degree in Media/Communications, Marketing, or related field; or equivalent.
Typically requires a minimum of five to seven years of experience in marketing organization.
Background in financial services, insurance, or healthcare is preferred, but not required.