Key responsibilities
Content Marketing Strategy:
- Develop and use subject matter expertise and emotional intelligence to understand the customer and develop a content strategy for our equity / fixed income index products that is fully aligned with our overall brand strategy and supports and extends marketing initiatives
- Map content to the full buyer and influencer journey from Interest and Exposure to Purchase and Customer Expansion
- Determine the optimal content mix based on insights and analytics, and an understanding of how our customers want to discover and explore our solutions
- Partner with colleagues across marketing and communications to ensure our content marketing is aligned to wider business objectives
- Communicate the index solutions content strategy and plans and to obtain business buy-in
Content Development:
- Write, build and manage rich, compelling content that attracts a qualified audience to our owned properties (including sales enablement collateral, blogs, whitepapers, reports, social media messages, infographics, etc.)
- Engage and collaborate with the business, agencies and strategic marketing partners to ensure content is reflective of our customer challenges and our product proof points
- Work closely with content marketing community leads to ensure alignment and consistency across all collateral
- In collaboration with strategic marketing partners, support the development of strong, targeted messaging that is compelling, differentiated and aligned to the customer workflow
- Grow brand awareness through content that is consistent and builds a thoughtful presence within the target communities
- Develop engaging and relevant content that articulates our full value propositions, broadens the conversation with the client and deepens relationships as a core part of the sales process
- Drive a standard of excellence across all deliverables, ensuring they add significant value to the business and maximise return on investment
- Ensure all Index content is on-brand, consistent in terms of style, quality and tone of voice, and optimised for search and user experience for all channels
- Make use of analytics as a basis for content decision making, track performance against benchmarks and report return on investment
- Run content marketing budgets and keep an accurate record of expenditure
Skills and experience:
- Proven experience in marketing to the financial markets’ community
- Understanding of and specific subject matter expertise within indexes is important
- Desire and passion, coupled with a genuine interest, to understand indexes, data and technology-driven financial solutions
- Strong ability to learn, listen and collaborate
- Strong portfolio of work and track record of success in financial markets
- Extensive experience supporting the development of content materials (from sales enablement to thought leadership), with a detailed knowledge of the end-to-end process
- Ability to repurpose and build content using strong copyediting and writing skills
- Able to brief designers, additional copywriters and third-party agencies on content
- Ability to build impactful content pieces and demonstrate relevant metrics using copywriting skills
- Excellent attention to detail and accuracy
- Strong understanding of data and insight analysis, knowing which metrics to pinpoint and use
- Strong collaboration skills and ability to negotiate through a diverse and global matrix structure
- Customer centric approach and focus
- Excellent project management skills and a proactive approach
- Confidence to bring fresh ideas and an innovative approach to interpret marketing strategies
- Ability to handle multiple projects at once
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