Summary/Overview:

The Digital Content Specialist – Health Content is a creative content developer specializing in SEO, audience engagement, understanding of the journey and how content fills audience specific needs, content marketing and data-driven content creation. This role helps support the editorial production processes of state-of-the-art digital content for Mass General Brigham marketing and communications plans. They develop, edit, optimize, and distribute SEO-optimized health and wellness content specifically targeting the patient/consumer and caregiver audiences to support a growing consumer content initiative.

This individual is a proactive, meticulous, and data-driven problem solver who thrives in a fast-paced environment. They collaborate with cross-functional teams to ensure alignment on interdependencies and timely delivery of a range of digital content deliverables for prioritized initiatives and service lines. The Digital Content Specialist – Health Content supports a pipeline of content and communications across multiple channels.

Reporting to the Sr. Marketing Manager, the Digital Content Specialist – Health Content is a key member of the Mass General Brigham marketing team. They work within the health and wellness content team, which is responsible for creating, optimizing, and governing content that supports marketing programs representing Mass General Brigham and its various clinical and research entities. The health and wellness content team develops and manages content across Mass General Brigham digital channels, including MassGeneralBrigham.org, email campaigns, social media, and others.

The position supports the collaborative work across the marketing team as well as relevant clinical subject matter experts within Mass General Brigham to ensure that digital properties successfully communicate marketing priorities, meet marketing goals, and accurately represent the brand. The incumbent is a good communicator, able to support the maintenance of the editorial calendar and work with physicians and researchers to approve content, and has experience creating SEO-optimized content.

The Digital Content Specialist – Health Content is highly collaborative and comfortable working both independently and in project teams. This specialist demonstrates a level of professionalism, has demonstrated commitment to service excellence, and works collaboratively and effectively within all levels of the organization.

Responsibilities:

Content Creation & Marketing Strategy

• Demonstrate good editorial judgment, written and oral communication skills
• Create, deliver, and manage high-quality, strategic, actionable, impactful on-brand content that has a consistent look and feel across multiple channels
• Create content in a variety of formats including web pages, multimedia, social media, and medical illustrations
• Ensure that projects follow brand and editorial style guidelines, represent highest quality work, maintain consistency in communication standards, and are completed on time and on budget
• Collaborate with external vendors, communicating and supporting production schedules and deliverables
• Work with existing SEO tools to optimize content and track performance
• Identify and mine appropriate source materials relevant to impactful content creation
• Participate in QA of website releases and content creation
• Propose digital solutions that can be successfully implemented while working within the content strategy.
• Work closely with the Sr. Manager to monitor and analyze content performance metrics, such as engagement, traffic, and conversions, to inform content optimization strategies.
• Work closely with design and user experience teams to ensure content is visually appealing, and aligns with the target demographic.

Project Management

• Support leadership, colleagues, and external agencies/vendors to execute projects and adhere to timelines and budgets
• Contribute to editorial calendars for department/division microsites
• Demonstrate comfort working both independently and in project teams

Use/s the Mass General Brigham values to govern decisions, actions and behaviors. These values guide how we get our work done: Patients, Affordability, Accountability & Service Commitment, Decisiveness, Innovation & Thoughtful Risk; and how we treat each other: Diversity & Inclusion, Integrity & Respect, Learning, Continuous Improvement & Personal Growth, Teamwork & Collaboration.

Qualifications:

• A combination of education and experience may be substituted for requirements
• Bachelor’s required
• 1-3 years experience producing and editing SEO-optimized digital content – preferably with a health care, B2C, or journalism focus

Skills/Abilities/Competencies:

• Strong interpersonal and communication skills, including superior writing and editing skills
• Outstanding oral and written communication
• Familiarity with SEO writing and plain language writing, health literacy, and/or writing at different grade levels for different audiences
• Experience with digital content creation tools. Preferred experience in publishing and managing content within Adobe Experience Manager (AEM), including creating and editing pages and managing digital assets.
• Familiarity with analytics tools
• Validated professional, able to work effectively with a variety of personality types and job levels
• Ability to move quickly in a constantly evolving and often ambiguous environment
• Strong attention to detail and quality
• Shown initiative, self-direction
• Committed to partnership and collaboration
• Sound judgment and decision-making
• High levels of tact, subtlety, and fine-tuned consultative skills
• Willingness to understand and navigate complex health system
• Ability to lead multiple projects simultaneously and meet deadlines
• Working knowledge of MS Office applications, including Outlook, Word, PowerPoint and Excel
• Positive, can-do attitude
• Digitally savvy