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Content & SEO Strategist

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Content & SEO Strategist – ( 2104550 )

Description

Our Organisation

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.

Your Opportunity

Content & SEO Strategist

Pearson Online Learning Services

Job Family: Marketing

Location: London

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.

Content strategy

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

Content distribution

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.

Qualifications

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Primary Location : GB-GB-London

Other Locations : GB-GB-Harlow

Work Locations :

GB-London-80 Strand

80 Strand

LondonWC2R 0RL

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

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