Web Content Strategist
PAN Foundation
Time zones: EST (UTC -5)
About the position The PAN Foundation is seeking an experienced web strategist professional for an immediate opening for a Web Content Strategist on the Marketing and Communications team. The objective of this position is to provide Web and content strategy and management of the PAN Foundation’s website to ensure a world-class user experience for one million site visitors per year. The PAN Foundation’s website has three important goals:
- Connect patients, families, and healthcare professionals with financial assistance and emerging programs, and guide them through the process of getting assistance.
- Elevate our policy platform and thought leadership around healthcare access and affordability topics.
- Mobilize supporters to donate, advocate, and get involved.
This position sits on the Marketing and Communications team and reports to the Senior Director of Marketing and Communications. This position collaborates with all departments across the organization and with an external web, UX, and design firm.
Responsibilities
Website strategy, management, and optimization
- Manages and leads both small and large-scale website improvements, including strategic collaboration and listening for needs with organizational stakeholders, defining requirements, conducting research, planning and scoping, testing, and day-to-day management to project outcome, either as the lead or in partnership with web firm for more advanced technical needs.
- Develops recommendations to improve functionality, optimization, and conversions of key landing pages, experiences, and underperforming site content. Implements the improvements or coordinates improvements with the Marketing and Communications team and external web and design firm.
- Develops presentations, reports, and facilitates discussion with key internal stakeholders about website and content strategy and performance and clearly communicates data insights across all levels.
- Manages all daily, weekly, monthly, and annual website updates, including layout of news, blogs, campaign pages, resources, program landing pages, and more.
- Manages the Wordpress CMS functionality and serves as the subject matter expert on the CMS. Documents new web functionalities and standards in CMS guide.
- Manages the day-to-day relationship with PAN’s web and design partner. Communications clear website and content goals, user needs, and works collaboratively with web and design partners on projects that require more technical UX, IA, design, and web dev work.
- Tests website performance and functionality across browsers, operating systems, and devices.
- Serves as the point of contact and collaborates with technical leads for all website integrations (Salesforce, Pardot, OneClick, Classy) as well as a custom API to PAN’s patient enrollment systems.
- Upholds a consistent brand experience across the website—through photography, iconography, design, content structure, video, storytelling, and more.
Content strategy and copywriting
- Gathers inputs from key stakeholders, data analytics and the results of applicable user testing to develop content strategies. Collaborates with content writers on the MarComm team on messaging and content needs.
- Maintains the overall integrity of website content, including monitoring pages for relevance and out-of-date information.
- Collaborates with the Marketing and Communications team, SMEs, and internal departments to identify and plan for new content needs based on user research, data, and stakeholder input.
- Writes copy and micro-copy for evergreen pages, forms, and metadata. Partner with SMEs and the Marketing and Communications team to ensure the accuracy and quality of content.
Content governance, content structures, taxonomy, site audits
- Develops and implements standards for content governance to ensure consistent, useful, and relevant content creation, maintenance, and expiration of content. Documents content workflows and processes. Develops web content guidelines in collaboration with the Marketing and Communications team. Maintains and identifies areas for improvement in the site’s taxonomy, metadata, and SEO to improve the user experience, surface relevant site content, and increase PAN’s relevance in search results.
- Develops content structures for repeatable content types (example: results from national polls, on-page research, etc.).
- Proactively identifies opportunities to repurpose or restructure content.
- Manages URL structures and URL redirects.
- Performs regular content audits and oversees maintenance of all content, in order to maintain high standards for information architecture and overall user experience, e.g. removing and updating old links, redundant or outdated content, or unused/orphaned pages and documents; and optimizing underperforming content.
- Continually looks for ways to leverage the content management system to facilitate content creation and publication, and to improve delivery on the site.
Data analytics, KPIs, benchmarking
- Implements, tracks, and analyzes data in Google Analytics and Google Tag Manager in order to translate data into business insights and inform and create advocacy, fundraising, and programmatic content strategies. Supports SMEs and the Marketing and Communications team in setting web benchmarks and KPIs.
- Leverages data to create strategies to inform site content strategy and improve key areas of site conversion, including the eligibility wizard, email capture, grassroots advocacy campaign participation, fundraising forms, and more.
- Manages SEO strategy for the organization and identifies gaps in content. Optimizes all website content for SEO and search engines. Trains and educates other content creators about developing search engine friendly content. Identify areas where we could improve our SEO and help audiences find us.
- Reports on website performance and initiatives on a regular basis, including a monthly and annual report.
Qualifications and skills:
- 4+ years of experience managing content strategy and information architecture across a complex or high-profile website or digital property that provides direct services and generates revenue. International or national nonprofit website management and content strategy experience is a bonus. Experience optimizing conversions for programs, advocacy, and fundraising highly preferred.
- Must be highly experienced in managing aspects of website information architecture, content strategy and governance, user experience, conversion rate optimization, and analytics.
- Must be a self-starter with strong project management skills and attention to detail, while translating larger picture goals into web strategies and improvements.
- Must be an excellent communicator and able to facilitate conversations about web and content strategy with organizational stakeholders.
- Experience communicating and working with developers, UX, and IT professionals.
- Advanced Google Analytics skills and using analytics to provide organizational insights and drive future strategy.
- Excellent knowledge of web page layout and brand implementation on a website.
- Good copywriting or micro copywriting skills
- Stays up-to-date on website best practices and trends
- Willingness to learn, experiment, and adapt—and stay curious about our users and their needs.
Nice to have (and willingness to learn on the job):
- Knowledge of Google Tag Manager to set up conversion tracking
- Knowledge of website accessibility best practices, particular for visual, motor, or other impairments and how website accessibility and content intersects.
- Knowledge of marketing automation platforms and website integrations, such as Salesforce, Marketing Cloud, Pardot, etc.
- Knowledge of data visualization tools for websites or experience creating engaging digital reports.
- Experience with site maps, wireframes, and content models.
- Mastery of web copywriting
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