Collaborate within and across teams (SMEs, Solutions Marketing, Global Strategic Communications, Segment Marketing, and relevant Audience Teams) to strategically develop and/or facilitate delivery of audience-led messaging, content, programs, and events, into most appropriate audience channel(s). Be appropriately familiar with and assess all available audience channels, and facilitate appropriate balance of content, programs, and events across channels, in support of priority GTM initiatives and Sales cycles, in alignment with key audience themes for the year, and in support of broader marketing pillars, notably brand awareness, lead generation, engagement and retention. As a voice-of-the-customer (VOC) leader, interpret and drive customer and market insight into all developed assets, and act as lead in this respect to other internal teams. Extension of VOC responsibilities can include input into key audience GTM development (bepress), input into key product value stories, and facilitation of Sales understanding and use of developed customer-facing materials. Working with the rest of the librarian content team, help devise and deploy an internal communication plan to ensure awareness of activities across the business and to maximize utility and exposure of content.
Main Activities and Responsibilities
Content Strategy and Development
Develop strategic content distribution and repurposing plan and framework, and advise on best practices in content marketing. Determine best types of content for prioritization, based on key librarian challenges and best-performing content in analytics. Create and maintain strategic content/editorial calendar, aligning with marketing success metrics and pillars, and ensure detailed distribution and repurposing execution to plan. Support the development of brand messaging to drive awareness and lead generation. Develop use case-based, framework-based content as needed. This includes content for life-cycle marketing, special projects, events, thought leadership, national renewals, and so on.
Align content to channel
Align content and programming with appropriate channels, including: CLM Programs to drive customer engagement, retention and cross-sell/upsell (alongside CLM Teams); regional and global Events (alongside Marketing Development and RSS Teams); and other channels, including Community Marketing channels (alongside Community Marketing team). Across channels, ensure appropriate balance against themes, strategic GTM initiatives (alongside Solutions Marketing), and messaging stage.
Proactively evolve and optimize the messaging
Proactively reach out to internal stakeholders to assess the effectiveness of the messaging framework and content in communicating how Elsevier improves librarian performance. Constantly validate and improve the framework and content.
Reporting and Analysis
Based upon reports and analytics available, make recommendations for improvements. Analyze content view and download data to provide input on content best practices and user experience, liaising with Digital team to implement website updates and recommendations. Consistently develop ideas worth exploring within the scope of our brand reach.
Education, Knowledge, Skills and Experiences
- Bachelors or Masters Degree.
- Proven experience in creating customer-focused content from an evidence-base, using the language of the customer.
- Proven experience in creating different types of content e.g. blog, article, poster.
- Willingness to work in an agile manner and respond to changing situations e.g. new stakeholder and customer intelligence.
- Strong written and oral communication skills. Native written and spoken English.
- Strong story-telling skills.
Elsevier is a global information analytics business that helps institutions and professionals progress science, advance healthcare and improve performance for the benefit of humanity. We help researchers make new discoveries, collaborate with their colleagues, and give them the knowledge they need to find funding. We help governments and universities evaluate and improve their research strategies. We help doctors save lives, providing insight for physicians to find the right clinical answers, and we support nurses and other healthcare professionals throughout their careers.
Elsevier provides digital solutions and tools in the areas of strategic research management, R&D performance, clinical decision support, and professional education; including ScienceDirect, Scopus, SciVal, ClinicalKey and Sherpath. Elsevier publishes over 2,500 digitized journals, including The Lancet and Cell, more than 35,000 e-book titles and many iconic reference works, including Gray’s Anatomy. Elsevier is part of RELX Group, a global provider of information and analytics for professionals and business customers across industries.
E lsevier employs over 7,000 people in more than 70 offices worldwide. We are an employer of choice, attracting and developing talented and creative people who thrive in a challenging and fast-paced environment. We offer an excellent compensation and benefits package as well as a real opportunity for career growth in a growing organization. Elsevier is an equal opportunity employer: qualified applicants are considered for and treated during employment without regard to race, color, creed, religion, sex, national origin, citizenship status, disability status, protected veteran status, age, marital status, sexual orientation, gender identity, genetic information, or any other characteristic protected by law. If a qualified individual with a disability or disabled veteran needs a reasonable accommodation to use or access our online system, that individual should please contact 1.877.734.1938 or [email protected] .
