Content Marketing Manager
7 months ago
**Company Description** Informa PLC is a leading international events, intelligence and scholarly research group.**
Our purpose is to champion the specialist. Through hundreds of powerful brands we work with businesses and professionals in specialist markets, providing the connections, intelligence and opportunities that help customers grow, do business, make breakthroughs and take better informed decisions. Informa is listed on London Stock Exchange and a member of FTSE 100, with over 11,000 colleagues working in more than 30 countries.
We are seeking a digital savvy, highly motivated content marketing manager with experience in planning, developing and implementing content marketing strategies to strengthen the position of our digital content platform and healthcare events. The role will be instrumental in positioning the platform as a trusted source of industry news and information and identifying opportunities for content to generate ongoing and new revenue streams through sponsorship opportunities, including digital magazines, gated content, webinars, industry trend reports, digital TV channels among others.
The Healthcare team of Informa Markets run leading global exhibitions, conferences, digital directories and a leading content platform - all with the aim of connecting healthcare professionals whether in person or online.
**Job Summary/Responsibilities**
PLANNING & CAMPAIGN MANAGEMENT
- Work with Head of Brand and Community and editorial teams to plan content (largely digital content platform) marketing campaigns to meet strategic objectives
- Build operational implementation plans and ensure adherence to deadlines (including Gantt charts, Time & Action Plans, Content Calendars, Event content plans, Budget Trackers)
- Develop marketing budgets in line with plans and maintain budget trackers
- Work with internal teams and external agencies to deliver digital marketing, content creation, social media in line with marketing plans to hit agreed KPIs
- Optimise spend across marketing channels
- Recommend website strategy to maximise relevant traffic and conversion, with a particular emphasis on SEO and CRO
- Work with event marketing teams to ensure strategic content generation for individual events bringing in KEMA
- Working with the team to launch the new projects
ANALYSIS & INSIGHT
- Monitor campaign performance, produce relevant and timely reports and recommend changes to campaign execution based on data insights
- Share relevant insights with wider teams to drive revenues, optimise client content campaigns, content themes or pursue new opportunities
- Analyse and report trends over time and use these insights to build more effective campaigns
- Work with data & insights specialists to capture relevant and timely data (surveys, forms, industry research, etc.)
- Provide pre-agreed reports during campaign to monitor channel effectiveness and ROI
- Use recommended campaign analytics dashboards daily to monitor performance
- Ensuring continuous testing and metrics-driven decision making
- Share case studies with marketers within the team, division and Informa Markets
MARKETING EXECUTION
- Develop personas, value propositions and messaging for each of the key segments and share relevant content accordingly
- Ownership of planning, execution, monitoring, testing and optimisation of 1x monthly newsletter
- Copywriting - according to strengths within the team - in line with the content calendar and messaging
- Send timely, relevant communications through full mix of channels and optimise the effectiveness of these channels
- Monitor and adjust digital marketing activity based on performance metrics
- Maintain active social media channels in line with market expectations, monitor engagement and maximise conversion
- Work with the team to provide strategic input into individual digital and content sponsorship proposals when needed
- Planning and execution of supplier/user onboarding and ongoing education for digital platforms
- Coordinate the design and production of all marketing collateral to be determined within the marketing plan
**Qualifications**
Qualities & skills required for the role
- Thorough understanding and experience of digital (PPC, SEO, online advertising) and direct marketing
- Database development and growth including segmentation / advanced targeting
- Analytical and questioning mindset
- Significant exposure to design and print suppliers / agencies
- Strong copywriting skills
- Deadline and target driven
- Experience of working in a pressurised environment
- Excellent verbal and written communication skills
- Proficient in the use of MS Office including intermediate/advanced PowerPoint, Word, Excel
- Experience of using marketing automation technology (preferably Eloqua)
- Experience of working with CMS platforms (but coding knowledge not required)
- Experience of managing social media through scheduling platforms such as Sprout Social or Hootesuite etc. and experience of social m
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