Senior Content Effectiveness Specialist

At Wipfli, people count.
At Wipfli, our people are core to everything we do-the catalyst behind our ability to create exceptional impact and extraordinary results.
We believe in flexibility. We focus on relationships. We encourage each individual to follow their own path.
People truly matter and they feel it. For those looking to make a difference and find a professional home, Wipfli offers a career-defining opportunity.
Our Senior Content Effectiveness Specialist will have the choice to work remote, hybrid, or in the office.
Part of our hiring process is the submission and review of a portfolio demonstrating your experience.
The Senior Content Effectiveness Specialist ensures that Wipfli's content is effective and meets the firm's goals. This person will help Wipfli's marketing team better produce lead-generating content and campaigns as well as optimize existing content. The right candidate will have great ideas and the ability to execute on them.
Responsibilities:

• Analyze existing templates, webpages and other content to determine effectiveness and potential improvements to increase performance, enhance the user experience, and meet marketing goals.
• Monitor content performance using Google Analytics 4 and Semrush, analyze engagement metrics (CTR, bounce rate, time on page, conversions), and provide regular reports to the content manager that include actionable insights
• Manage, analyze the effectiveness of, and update the team's personas
• Stay on top of trends and current events to identify trend-jacking opportunities for the content team to execute on
• Research SEO keywords and implement on-page SEO best practices (e.g., meta descriptions, headers, internal linking, structured data)
• Track search performance and organic traffic trends, provide insights to enable content optimization, contribute to content strategy, and improve search rankings
• Conduct content audits to determine which pieces of content need optimization, refreshing, or retirement and execute on action items
• Collaborate with campaign stakeholders to understand goals, audience insights, KPIs and discovery data to create an effective campaign strategy
• Assist with determining and executing mid-campaign optimizations
• Analyze post-campaign metrics and data and determine potential improvements for future campaigns

Qualifications:

• Bachelor's degree in English, communications, marketing, journalism, or closely related field
• 5+ years of content strategy experience and either content creation or content marketing experience; B2B experience required
• Exceptional understanding of SEO best practices and principles; experience using Semrush and Google Analytics 4
• Experience crafting and/or updating personas
• Equally strategic and creative; able to enjoy a balance of "thinking" with "doing"
• Expertise in data-driven decision-making, with the ability to analyze performance and translate it into actionable recommendations
• Excellent editing, communication, and listening skills with an aptitude for coaching
• Excellent time-management skills with the ability to work both independently and collaborate with other teams
• Intermediate proficiency in Microsoft Word, Excel, Outlook, and PowerPoint

#LI-remote #LI-CS1
Additional Details:
Wipfli is an equal opportunity/affirmative action employer. All candidates will receive consideration for employment without regards to race, creed, color, religion, national origin, sex, age, marital status, sexual orientation, gender identify, veteran status, disability, or any other characteristics protected by federal, state, or local laws.
Wipfli is committed to providing reasonable accommodations for people with disabilities. If you require a reasonable accommodation to complete an application, interview, or participate in our recruiting process, please send us an email at [email protected]
Wipfli values fair, transparent, and competitive compensation, considering each candidate's unique skills and experiences. The estimated base pay range for this role is $73,000 to $98,000, with offers typically not made at the maximum, allowing for future salary increases. The actual salary at the time of offer depends on business related factors like location, skills, experience, training/education, licensure, certifications, business needs, current associate pay, and relevant employment laws.
Individuals may be eligible for an annual discretionary bonus, subject to participation rules and based on a variety of factors including, but not limited to, individual and Firm performance.
Wipfli cares about our associates and offers a variety of benefits to support their well-being. Highlights include 8 health plan options (both HMO & PPO plans), dental and vision coverage, opportunity to enroll in HSA with potential Firm contribution and an Employee Assistance Program. Other benefits include firm-sponsored basic life and short and long-term disability coverage, a 401(k) savings plan & profit share as well as Firm matching contribution, well-being incentive, education & certification assistance, flexible time off, family care leave, parental leave, family formation benefits, cell phone reimbursement, and travel rewards. Voluntary benefit offerings include critical illness & accident insurance, hospital indemnity insurance, legal, long-term care, pet insurance, ID theft protection, and supplemental life/AD&D. Eligibility for all benefits programs is dependent on annual hours expectation, position status/level and location.