Content Creator

Description

SUMMARY 

The Content Creator for Discover The Palm Beaches (DTPB) is responsible for leveraging research, analytics, marketing objectives and brand positioning to define, recommend and write/edit/produce compelling content for new and existing digital and video products.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Content Strategy

• Develops broad and encompassing content strategy that achieves the organization’s marketing and business goals
• Ensures a unified content calendar is effectively created, maintained, and followed and is relevant to key programs and initiatives
• Translate our target segments into personalized, dynamic content strategies for email and paid media activation
• Leverages relationships with key cities, hotels, attractions, events, partners and other stakeholders to create engaging web and blog content to increase our storytelling capabilities and supports priority campaigns, events, and seasonal initiatives
• Collaborates with internal MarTech, Community Engagement, Integrated Marketing and PR teams as well as external partners and thought leaders within the community (hoteliers, attractions, etc.) to generate written destination content
• Collaborates with Agency of Record for Public Relations and Creative Services as needed

Blog & Email Writing

• Creates high-quality marketing content, including blogs, landing pages and email newsletters across digital platforms that align with brand voice and marketing priorities
• Write engaging, conversion-driven email content for consumer eNewsletters, driving traffic to blog and website content while aligning with seasonal promotions and brand campaigns
• Identifies, cultivates, and manages freelancer and blogger relationships
• Drafts video scripts and content storylines to support in-house content development team
• Captures, curates, designs, writes, and produces content that reinforces DTPB’s brand positioning
• Copy-edits content for grammar/spelling to ensure overall accuracy, consistency, tone, style, and branding
• Supports other content creators through collaboration on story ideas, copywriting, copyediting, and proofreading content
• Maintains editorial standards, accuracy and quality for a consistent look and feel throughout content; ensures the brand voice is followed.

AI & Optimization

• Oversee AI-generated content for quality, accuracy, tone, and brand alignment
• Apply SEO strategy to generative AI workflows to improve organic performance on search engines and within various Gen AI tools
• Maintain QA and governance standards for all Gen AI outputs

Performance & Analysis

• Continuously analyze performance across website and email to inform content optimization
• Assesses the performance of content pieces by analyzing web traffic metrics, email open rates, engagement rates, time on site, scroll depth, etc. and provide regular reports and recommendations for improvement
• Conducts regular content audits on ThePalmBeaches.com to ensure The Palm Beaches are telling authentic and engaging stories
• Successfully employs SEO best practices to drive traffic to content and ensures knowledge of effective user experience in interactive products
• Researches and determines best practices in content creation across the DMO landscape and implements across DTPB platforms
• Other duties and tasks as assigned

Qualifications

QUALIFICATIONS, EDUCATION AND EXPERIENCE

• Four-year degree from an academic institution and/or equivalent related work experience with a focus on marketing, advertising, communications, writing, journalism, hospitality or related field
• Minimum of 3 years’ experience in content development and management, preferably with a tourism or features focus
• Proven experience in brand content implementation across multiple platforms and mediums
• Possess an engaging writing style, creativity, and excellent attention to detail
• Proficient with web content best practices, including SEO, HTML, email distribution platforms and basic functions in a CMS
• Demonstrate a healthy balance of creative, editorial, and technical skills
• Able to communicate clearly and concisely, both verbally and in writing
• Comfortable managing multiple projects and deadlines in a fast-paced environment
• Passion for travel and tourism, with a genuine enthusiasm for showcasing The Palm Beaches
• Must have knowledge of offices processes, procedures, and technology, including experience in MS Office products and industry specific software
• Must be a self-starter; be self-motivated, and able to multi-task
• Must be flexible and able to adjust to changing conditions and circumstances.
• Must demonstrate a positive attitude and cooperate with staff

EQUAL EMPLOYMENT OPPORTUNITY

DISCOVER THE PALM BEACHES is an Equal Opportunity Employer that does not discriminate based on actual or perceived race, creed, color, religion, alienage or national origin, ancestry, citizenship status, age, disability or handicap, sex, marital status, veteran status, sexual orientation, arrest record, or any other characteristic protected by applicable federal, state or local laws. Our management team is dedicated to this policy with respect to recruitment, hiring, placement, promotion, transfer, training, compensation, benefits, employee activities and general treatment during employment. 

WORK ENVIRONMENT

Working conditions are normal for an office environment. Work may require occasional weekend and/or evening work and some business travel. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

OTHER INFORMATION

This position description is meant to describe the general nature and level of work to be performed; it is not intended to be construed as an exhaustive list of all responsibilities, duties and skills required for the position.