Content Strategist — The Globe and Mail

POSITION OVERVIEW:

Throughout the year, The Globe and Mail publishes a range of features, series and reports. With a pre-planned schedule and flexible formats – from editorial stories to sponsor content and client-authored articles – these Special Reports reach both B2B and B2C audiences, across a variety of themes.

This position is primarily responsible for overseeing the Special Reports portfolio within Globe Content Studio. In this role, you will develop and execute content strategies based on audience needs and clients’ business objectives, using your journalistic and analytical skills to guide the creation, delivery and promotion of useful, inspiring and effective content. You will identify growth opportunities for the portfolio, making data-informed decisions to create new business opportunities that will resonate with existing and prospective clients.

KEY RESPONSIBILITIES:

• Pitching: Work closely with advertising sales teams on RFPs and content concepts, pitching creative ideas or identifying planned reports that suit client goals. Proactively ideating feature ideas based on performance data and market opportunities.
• Content production: Work with sales reps, project managers, editors, writers and designers to deliver stories that are aligned with client business goals.
• Create or oversee the development of content formats spanning text (print and digital), photo, video, graphics and audio, optimized for mobile consumption.
• Establish, track and assure adherence to budgets.
• Supporting the broader Studio efforts in content production, trade marketing as needed.
• Social media amplification: Collect assets, build ads, execute, monitor and optimize paid-social media campaigns across various platforms to amplify special report storytelling.
• Digital-first innovation: Implement digital strategies and programs that integrate within a broader marketing mix and deliver on the Globe’s promise to be innovative and deliver quality content with measurable results, including traffic and reach, engagement, conversion or sales.
• Business strategy: Leverage data and insights to improve content strategies and identify new business growth opportunities within the Special Reports portfolio.
• Stay ahead of emerging digital marketing, tech and content trends in an ever-changing landscape.

QUALIFICATIONS:

Practical skills and experience

• Strong skills in substantive editing: the ability to edit for structure, meaning, clarity, tone and libel. Comfortable in digital and print environments.
• Superior writing, copywriting and content creation skills.
• Understanding of SEO and SEM best practices and experience implementing information architecture to make content easier to discover.
• Understanding of the marketing funnel and customer journey and how content can strategically support and impact at every level.
• Project management skills to maintain editorial schedules and deadlines within seasonal and ongoing campaigns.
• Ability to quickly understand business needs and industry trends, and translate complex ideas into an editorial direction.
• Experience with social media and relevant research tools. (Experience with paid social ads an asset)
• Minimum of 3 years of experience in digital media. Experience in print media is an asset.
• Bachelor degree or diploma in Journalism, Communications, Media Studies or related field.

Characteristics

• Solutions-oriented: A self-starter who takes ownership of multiple project-based tasks; a proactive, innovative and accountable problem solver.
• Agile: Suited for a fast-paced, results-based environment, requiring flexibility to adapt to evolving needs.
• Collaborative: A team player that brings an enthusiastic approach to client service, working seamlessly with people in different roles.
• Innovative: An ability to demonstrate creativity, a willingness to experiment, to thrive on change, and to view the occasional failure as a learning experience.
• Inclusive: Values diversity of thought and strives to represent different intersections of experience and identity at every step of the content production process, with DEIB principles informing that way you work.