Content Marketing Strategist Principal Job:
Blue Cross and Blue Shield of Minnesota

20481-en_US
Blue Cross and Blue Shield of Minnesota
Eagan Minnesota
Healthcare
Description

About Blue Cross



At Blue Cross and Blue Shield of Minnesota, we are developing industry-leading strategies every day that make a healthy difference in people’s lives. Blue Cross has a legacy of improving health through innovation because we believe that everyone should have the opportunity to live the healthiest life possible. Chartered in 1933 as the state’s first health plan, we’ve been serving the health care needs of Minnesotans for more than 80 years.



 



Blue Cross supports you with competitive pay and a comprehensive benefits package. Many Employee Resource Groups are active in the company, promoting inclusion and helping us meet the diverse needs of our workforce and our members. Join us, and enjoy a work environment where all employees are respected and valued — a workplace honored with a perfect score on the Human Rights Campaign Corporate Equality Index for 2017. Find your place at a company that cares.



 


Description Summary

The position reports to the Director of Brand and Engagement Marketing and is responsible for driving the marketing department and other departments to create content that consumers want, share the content with consumers on digital channels they use, and measure the results of our content marketing initiatives. Marketing owns approximately (20) twenty communication channels to members and prospects. The Content Marketing Strategist will be accountable for developing content marketing strategies and using best in class copy writing skills to write and create content and publish the content through the twenty channels to educate, engage and excite Consumers at various touchpoints of their journey with Blue Cross Minnesota. Touchpoints include: enrollment, onboarding, wellbeing, care and healthcare finances. This position will indirectly and potentially directly lead others with day to day accountabilities.


Accountabilities








 




  1. Conceptualize and develop content marketing strategies and use copy writing skills to create content that educates, engages and excite consumers on their health plan journey with Blue Cross Minnesota. 



 




  1. Work with a team of designers, marketing consultants, digital marketers, videographers, developers and agencies to create educational content, thought leadership content, SEO optimized content and branded content.



 




  1. Analyze primary and secondary research, interview subject matter experts, explore consumer trends in healthcare, and provide expertise in content marketing trends, procedures and technology.



 




  1. Own the team’s content distribution strategy and matrix – a roadmap of best practices related to using our digital channels to distribute content including mapping content formats to specific channels. Align with other content developers across departments.



 




  1. Lead our social media marketing. Manage our social content calendar – Facebook, Twitter, and LinkedIn - working closely with our external agency and other internal stakeholders.



 




  1. Measure and analyze our content marketing. Know how content marketing is driving impressions, sessions, page views, onsite actions and conversions, and when needed, make changes to content to improve campaign performance. Be the expert in content performance.



 




  1. Work with the team build a vision for an enterprise content marketing platform that centralizes content marketing and underpins our marketing automation and sales force automation.



Requirements


  • Bachelor’s degree in Communications, Journalism or Marketing.

  • 10+ years of experience writing marketing copy in B2C and B2B markets.

  •  Experience with marketing automation to maximize content marketing.

  • Ability to lead and influence others (indirect/direct) reports and agencies.

  • Ability to interface and present to senior level executives.

  • Superb writing skills for a variety of content types, formats, platforms.

  • Proven ability to concept and implement content strategies (experiences).

  • Knows when it’s right to create content or curate it, and how to do both.

  • Track record of creating compelling topic-based content feeds or hubs.

  • Experience in leveraging original research for content marketing.

  • Able to interview subject matter experts and get content from them.

  • Knows how to plan and optimize content for search (SEO) and social (SMO).

  • Proficient in building social media into content marketing processes.

  • Connected to content marketing gurus, institutes and thought leadership.


Preferred Requirements


  • Experience in marketing to Minnesotans.

  • Financial Services (banking, insurance, investment, etc.) experience.

  • Familiarity with content management systems (CMS) and marketing automation.

  • Involvement in building a content marketing platform and ops team.


FLSA Status

Exempt

Blue Cross Blue Shield of Minnesota is an Equal Opportunity and Affirmative Action employer that values diversity. All qualified applicants will receive consideration for employment without regard to, and will not be discriminated against based on race, color, creed, religion, sex, national origin, genetic information, marital status, status with regard to public assistance, disability, age, veteran status, sexual orientation, gender identity, or any other legally protected characteristic.



 



Make a difference



Thank you for your interest in Blue Cross. Be part of a company that lets you be you — and make a healthy difference in people’s lives every day



Blue Cross is an Equal Opportunity and Affirmative Action employer that values diversity. All qualified applicants will receive consideration for employment without regard to, and will not be discriminated against based on race, color, creed, religion, sex, national origin, genetic information, marital status, status with regard to public assistance, disability, age, veteran status, sexual orientation, gender identity, or any other legally protected characteristic.



Blue Cross® and Blue Shield® of Minnesota and Blue Plus® are nonprofit independent licensees of the Blue Cross and Blue Shield Association

Basic Qualifications
Requirement