Digital Content Strategist - University of Essex Online

Digital Content Strategist
Kaplan Open Learning
Full-time, based in Leeds City Centre
Kaplan Open Learning (KOL) delivers online degree courses for the University of Essex under the brand
name University of Essex Online. The University and Kaplan have been working together since 2007 to offer
high quality online courses.
University of Essex Online offers undergraduate and postgraduate degree courses online to both UK and
international students that enable them to benefit from a flexible approach to study. Our structured distance
learning courses allow students to work towards their degree in a unique virtual learning environment and
still have access to all the support and facilities they would expect to receive on campus.
KOL success is directly related to our ability to recruit and retain highly qualified and motivated individuals
who are rewarded for individual and team-oriented accomplishments. The KOL work environment is
entrepreneurial in spirit and offers the excitement and creativity of a fast-paced culture with the respected
reputation and reliability of a blue-chip company.
The role
As a member of the Marketing Team, the Digital Content Strategist will play an essential role in creating and
editing written and multimedia content of an exceptionally high standard for our website and marketing
campaigns.
We expect the Digital Content Strategist to produce copy of the highest calibre, focused on converting our
target audiences and bringing our products to life; produce media appropriate to the context, market,
channel, audience and device; understand our user journeys and behaviours and adapt content
appropriately; write and produce landing pages for our vibrant and highly successful email campaigns, as
well as for our PPC campaigns; and advise on content strategy for our website in general.
Key responsibilities
Based in Leeds and reporting to the Head of Marketing and Product, the Digital Content Specialist’s main
responsibilities will be to meet or exceed performance targets for the website and email campaigns by:
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Supporting the email marketing effort with copywriting and editing of the highest standard
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Helping to define and then implement the web publication schedule and content strategy
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Maintaining the editorial style and voice of the websites in accordance with established editorial
guidelines
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Understanding the user experience and maintaining the highest standards of navigation and use of
the sites accordingly
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Developing highly localised and market-relevant landing pages for email and PPC campaigns
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Helping to ensure that content developments have a direct measurable impact on all agreed web
KPIs
Essential skills
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Exceptionally good English language copywriting and copy-editing skills
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A demonstrable track record of successful copywriting in an online, commercial environment
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Proven experience in email marketing or a related digital marketing field
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Experience of web content publication across various media (two or more of: email marketing, social,
blogging, video, animation)
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An understanding of the principles that drive qualified traffic to websites and influence user journeys
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A comprehensive understanding of international best practice in email and an excellent
understanding of email marketing concepts, metrics and key performance indicators
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Ability to work on own initiative to plan, prioritise and deliver short and medium-term projects
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Editorial ability to prioritise and process raw content into publishable online content
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A strong understanding of UX, accessibility, navigation and menus, information architecture, SEO,
responsive design, HMTL, page formatting and structure, CTAs, and form design and functionality
Desirable skills
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Familiarity with the principles of other online disciplines such as analytics, content management,
social media or PPC
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Strength in a media skill such as photography, video production or animation
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Photoshop
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Knowledge or experience of the UK and international Higher Education sector, though not essential,
would be desirable
Benefits
Permanent employees of Kaplan Open Learning enjoy a variety of benefits:
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Pension scheme
Life assurance, income protection and private health care schemes
25 days holiday
Working hours 37.5 per week
Central Leeds location
The opportunity to grow as part of a division in a successful multi-national education organisation
Application method
The Digital Content Strategist post is a full-time permanent position with a salary of £27,000-30,000 PA
dependent on skills and experience. To apply, please email a copy of your CV and covering letter to Nicola
Pittman at n.pittman@kaplanopenlearning.org.uk highlighting why you believe you are suitable for the role.
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The deadline for applications is 15 May 2015.