Content Marketing Specialist

Description

Activated Insights (formerly HCP), a SaaS leader in the post-acute and long-term care market, is seeking a talented Content Marketing Specialist to spearhead our content planning and development efforts. In this pivotal role, you'll create compelling content that drives go-to-market success and deepens customer engagement. You’ll be responsible for developing and executing content strategies that effectively communicate our value proposition across multiple channels, all while optimizing for conversions and aligning with our business goals. 

Founded in 2008, Activated Insights has grown to over 250 team members, serving more than 12,000 sites of care and impacting millions of patients, clients, and residents. In 2023, we united leading post-acute and long-term care technology companies to form a single brand, delivering mission-critical applications and analytics for better care. Our Activated Platform offers tools for employee engagement, education, satisfaction surveys, and reputation management. We empower providers to make the most of every interaction—for employees, clients, and beyond—through better understanding and improved experiences. 

Our mission is to support long-term and post-acute providers with mission-critical applications to improve outcomes for all stakeholders in the care continuum. Our vision is to partner with the industry to enable the delivery of exceptional experiences. Our core values are: 

• Client-focused: Meeting our customers where they need us. 
• Committed: Be present where you are. 
• Innovative: Practical in how we help create value. 
• Accountable: Make it better through the measurement of our results. 

Qualifications

In this position your job responsibilities will be the following: 

Content Strategy & Creation:  

• Develop and execute a content strategy that supports go-to-market plans, addresses content gaps, and aligns with marketing goals. 

• Oversee the content development process, managing internal teams, contractors, and freelancers to ensure timely and high-quality production. 

• Create compelling content across formats—webinars, blogs, whitepapers, case studies, and product collateral—that effectively communicates product and brand messaging. 

• Ensure content resonates with target audiences and supports full-funnel engagement. 

• Collaborate with product marketing to align content with product positioning and contribute to lead generation strategies focused on driving conversions. 

Conversion Optimization: 

• Optimize content for conversions across key channels, including landing pages, email campaigns, and other high-impact areas. 

• Collaborate with design and development teams to ensure a seamless and conversion-focused user experience. 

• Conduct A/B testing on various elements of content to optimize for conversion rates. 

• Analyze analytics data to identify areas for improvement in the conversion funnel and implement data-driven changes. 

Content Distribution & Channel Management: 

• Oversee the effective distribution of content across various channels, ensuring it reaches both internal and external audiences. 

• Utilize emerging platforms and technologies to expand content reach and audience engagement. 

Collaboration with Cross-Functional Teams:  

• Work closely with product marketing, demand generation, content, and brand teams to ensure alignment and effective communication.  

• Supports sales enablement with content like case studies, one-pagers, and product comparison sheets that help sales articulate the product’s value. 

• Collaborate with the sales team to create tools and resources that enhance their ability to sell the product.  

• Assist Content Marketing Specialist to ensure content is meeting goals and optimized throughout the marketing and sales funnel. 

Industry Knowledge:   

• Solid understanding of the long-term and post-acute healthcare space, including the needs, challenges, and trends in the industry.   

• Familiarity with the regulatory environment and compliance requirements in the healthcare sector.   

• Continuous learning mindset to stay updated on industry developments and leverage market insights in marketing strategies.  

Qualifications: 

• Bachelor’s Degree 

• 2 years experience in content marketing 

• Industry Knowledge (as noted above) preferred.  

• Work location: In-Office or Remote (in certain locations) 

• Hubspot and Salesforce experience preferred