Content & SEO Strategist – ( 2104550 )
At Pearson, we’re committed to a world that’s always learning and to our talented team who makes it all possible. From bringing lectures vividly to life to turning textbooks into laptop lessons, we are always re-examining the way people learn best, whether it’s one child in our own backyard or an education community across the globe. We are bold thinkers and standout innovators who motivate each other to explore new frontiers in an environment that supports and inspires us to always be better. By pushing the boundaries of technology — and each other to surpass these boundaries — we create seeds of learning that become the catalyst for the world’s innovations, personal and global, large and small.
This is an outstanding opportunity to be part of an innovative new online learning service that Pearson has launched in the UK. Working in partnership with universities across the country, the Pearson Online Learning Services (POLS) team provides online learning services including marketing, student recruitment, course content development, training and ongoing student support.
Content & SEO Strategist
Pearson Online Learning Services
Job Family: Marketing
Reporting into: Web & SEO Manager
Sitting within the Web & SEO team, this role is cross-functional and connects both strategic and functional marketing expertise. The ideal candidate will have proven experience in SEO keyword research and analysis, as well as a keen eye for what makes great content. You have a track record in creating SEO and insight-driven content strategies, drawing together the conclusions from your SEO and keyword research with a creative flair.
The role is split roughly in two halves: the first half of the role entails conducting keyword research, competitor and media landscape analysis for new programme launches, as well as reviewing and updating insights for existing programmes. Alongside this you will conduct on- and off-page SEO audits to identify opportunities for optimisation and provide reports on SEO and keyword rankings. This element on the role will require close collaboration with the Web & SEO Manager as well as Web Developer.
The second half of the role will be centered on content strategy creation and reporting. Drawing on the insights gleaned from the SEO work mentioned above, you will build content strategies for both new and existing programmes depending on requirements, and work in close collaboration with the Partnership Marketing Managers, Content Marketing Executives and Graphic Designers for production. You would be responsible for planning content for multi-channel marketing and communication activities across multiple university partnerships, as well as reporting on said content against set KPIs and benchmarks.
This is mainly a Business to Customer (B2C) marketing role, with expansion to B2B in line with wider business priorities. Your key responsibilities will include:
SEO research and planning
To conduct keyword research, both long and short-tail, for new programme launches as well as refreshes for existing programmes. This research will be used to form the basis of content strategies and be utilised by the CMEs to further develop and inform content production
To conduct initial media landscape analysis and competitor research to be included as part of keyword research docs when launching new programmes or producing new strategies for existing programmes
Work with the Web and SEO Manager to conduct on- and off-page SEO audits
To use findings from research and audit to contribute to the Web and SEO roadmaps
To analyse organic traffic, conversions and keyword ranking data, and provide analysis of results and suggested next steps for optimisation within the monthly organic report.
To produce content strategies for new and existing programmes based on priority business requirements
To use insights gained from SEO research to identify content gaps or opportunities for each programme
Use existing market research insight and conduct desk research to identify trends and best practice in order to develop audience-relevant and impactful content
To develop backlink, link building and PR plans as part of the strategy
Work with the Web & SEO Manager to conduct SEO Audits and identify optimisation opportunities and content gaps within each programme
To share and present content strategies to relevant stakeholders and to gain buy in.
Content production & analysis
To brief in content requirements from the plan to the Content Marketing Executives for production
To conduct quality assurance checks on content produced as part of the content strategy, ensuring it is fit for purpose, delivers on the objective and suitable for the intended distribution channel
Analyse the performance data for each content asset, track performance through the suitable metrics and ensure each piece of content is effective and meeting expective levels of performance
To report on the organic performance of content assets produced as part of the strategy and provide analysis of results and suggested next steps for optimisation
Take responsibility for the overall performance of content assets within a partnership and against set targets. Add contributions to the monthly organic report
Deciding on content distribution within the customer journey, identifying core channels and opportunities.
Our Successful Candidate
Demonstrable understanding of SEO, particularly keyword research and content gap analysis
Experience of using Ahrefs, Keyword Planner, SEM Rush or similar SEO and keyword analysis tools
Experience of using Google Analytics and Search Console
Demonstrable experience in producing performance-driven content strategies
Experience in briefing content and creative departments for various assets, including commissioning video production and the creation of various copy and design assets
Experience with CMS systems such as WordPress and Adobe Experience Manager
Ability to gather and analyse data from various sources, present and draw actionable insights from them
Outstanding project/time management
Excellent attention to detail and proofreading skills
Excel in communicating ideas and managing stakeholder viewpoints.
Pearson is an equal opportunities employer. We do not discriminate against employees or job applicants and select the best person for each job based on relevant skills and experience.We are also committed to building an accurate picture of the make-up of the workforce and encouraging equality and diversity.The information you provide will stay confidential, and be stored securely. It will not be seen by those involved in making decisions as part of the recruitment process.
Primary Location : GB-GB-London
Other Locations : GB-GB-Harlow
Work Locations :
Job : Marketing
Organization : Core
Employee Status : Regular Employee
Job Type : Standard
Job Level : Individual Contributor
Shift : Day Job
Job Posting : Mar 27, 2021
Job Unposting : Apr 6, 2021
Schedule: : Full-time Regular
Req ID: 2104550