Content Marketing Specialist

This is a hybrid role that will require being onsite in Baltimore on a weekly basis.

University of Maryland Medical System is a private, university-based regional health system focused on serving the health care needs of Maryland.

We bring innovation, discovery and research to the care we provide. At the same time, we are educating the state's future physicians and health care professionals through our partnership with the University of Maryland School of Medicine and the UM Schools of Nursing, Pharmacy, Social Work and Dentistry in Baltimore.

As one of the largest private employers in the state, the health system's more than 29,000 employees and 4,600 affiliated providers offer primary and specialty care at 11 hospitals, in more than 150 locations and through a network of UM Urgent Care locations.

UMMS' flagship academic campus, the University of Maryland Medical Center in Baltimore, is recognized regionally and nationally for excellence in specialized care.

Our acute care and specialty hospitals in 13 counties across the state serve urban, suburban and rural communities.

Responsible for performing moderately complex work crafting, editing, and assisting with the dissemination of compelling content across various platforms, with a focus on health care, wellness, and the management of chronic conditions. Work is performed under moderate supervision. Direct report to the Content Marketing Manager.

The following statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all job responsibilities performed.

• Develop content for email marketing campaigns, health and wellness blog articles, social media posts, podcasts, vodcasts, digital and print magazines, marketing campaigns, patient education materials, polls, quizzes, video demonstrations, and recipes.
• Utilize tools such as WebMD Ignite Growth Platform and Eloqua to deploy targeted email campaigns.
• In collaboration with the social media team, manage organic and paid health and wellness content for social media channels, implementing strategies to increase brand visibility and foster community engagement, including versioning content for different platforms and audiences using Canva, Adobe Creative Suite and video and audio editing tools.
• Assist in the production process of podcast and vodcast episodes, ensuring content alignment with brand messaging and providing valuable insights to our audience; package podcasts and vodcasts for YouTube and social media.
• Collaborate with cross-functional teams to support the execution of marketing campaigns, including versioning content for consumer marketing, media relations, internal communications, external affairs, community health, population health, and social media initiatives.
• Develop and version content for various marketing and communication channels, optimizing content for search engine optimization to improve visibility and reach.
• Work closely with subject matter experts to ensure accuracy and relevance of content, incorporating expert insights to enhance the quality and credibility of our content offerings.
• Monitor and analyze content performance metrics, providing insights and recommendations to optimize content strategy and drive continuous improvement, including versioning content based on audience feedback and engagement.
• Establish and maintain collaborative relationships with all levels of leadership, staff and vendors.
• Perform all other duties as assigned.

Required:

• Bachelor’s degree in Marketing, Communications, Journalism, or related field.
• 3 years’ experience in content marketing developing content for a medium to large size organization.
• 1 year of experience in content creation within the health care or wellness industry.
• Strong portfolio of writing samples including long and short form content in the form of blog articles, project briefs, website content, social media posts, and storyboarding scripts.

Preferred:

• 3 years’ experience in managing and collaborating with content creation agency partners (internal and/or external) to develop and version content for various marketing and communication channels. 

• Working knowledge and understanding of social media platforms and trends, with the ability to develop engaging content that resonates with diverse audiences.
• Familiarity with content management applications (e.g., WordPress, Site Core, etc.) or similar applications.
• Familiarity with design applications (e.g., Adobe Creative Suite, Canva, etc.), or similar design applications.
• Proficient in the use of marketing automation tools such as WebMD Ignite Growth Platform Eloqua and Salesforce, with experience in executing targeted email campaigns tied to CRM databases.
• Working knowledge of search engine optimization best practices and content optimization techniques to enhance visibility and reach.
• Strong writing and editing skills, with the ability to adapt tone and style for different audiences and platforms.
• Self-motivated individual who can excel with little supervision and can be successful in a fast paced, dynamic environment.
• Ability to analyze, compare, contrast, and validate work with keen attention to detail.
• Keen sense of personal responsibility and accountability for delivering high quality work.
• Effective analytical, conceptual thinking, planning, organizational, and problem-solving skills.
• Advanced verbal, written, and interpersonal communication skills.
• Advanced skill in the use of Microsoft Office Suite (e.g., Outlook, Word, PowerPoint, etc.).