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Content Marketing Specialist

Marketing | Hybrid in Melbourne City, Victoria, Australia | Full Time

Job Description

An ASX100 business with a 50-year heritage, IDP is a pioneer in international education services. Our core business lines include student placement to Australia, US, UK, Canada, Ireland and New Zealand institutions, English-language testing and training.

We are on a mission to build the world's leading platform and connected community to guide students along their journey to achieve their lifelong learning and career aspirations.

As a co-owner of IELTS, we deliver the English test the quality English language test that is trusted by more than 11,000 organisations including governments, universities worldwide. We also operate English language teaching schools in Southeast Asia.

We are innovators, driven by the needs of our customers and deep data insights. Our 5,000 team members based around the world understand that our services change lives – not only of our customers, but their wider communities.

In recent years, our investment in digital technology and customer research has enhanced these personal connections, enabling us to deliver global success to more students, test-takers and our partners.

Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

And best yet, at 50, we are just getting started.

POSITION PURPOSE

The Content Marketing Specialist– Australasia is responsible for supporting the content creation marketing function in the execution of digital marketing strategies that protect market share for IELTS & IDP in Australia and New Zealand.

The role will work with both the IELTS Regional Marketing Manager, as well as the IDP Digital Marketing Manager for Australasia and Japan, collaborating with internal teams, external writers and stakeholders to aid SEO and website content to increase web traffic, bookings and leads across SP and IELTS. The role will also shape and deliver comprehensive content, ranging from long form article creation, as well as video and asset generation for marketing purposes.

RESPONSIBILITIES

Content Marketing

  • Develop and execute a content marketing strategy that aligns with our business objectives and target audience. Create a content calendar that includes blog posts, articles, videos, infographics, and other relevant content types. Ensure content is published on a regular schedule, and all team members are aware of upcoming content and deadlines.
  • Develop a promotion strategy for content distribution through various channels, including social media, email marketing, and partnerships. Use paid promotion when necessary.
  • Strong collaboration with external writers /internal teams/stakeholders to understand organic opportunity through analysis and execute a plan to efficiently increase organic search prospect traffic growth, largely done by the creation of SEO best practice article and web content. This would be done with the assistance of the SEO specialist.
  • Support the prioritisation, development and implementation of new content & content changes as per the SEO Strategy, including publishing & optimising content.
  • Support digital marketing strategy covering SEO, content marketing to drive customer growth & revenue.
  • Continually improve technical SEO, and on-page website SEO optimization to drive organic traffic and conversions.
  • Work closely with Regional Marketing Manager and Email Marketing Coordinator to ensure creation of engaging content and effective communications via emails.
  • Measure and report on the performance of the website with various relevant metrics.
  • Use content as a lead generation tool by creating downloadable resources, webinars, and gated content. Collaborate with the marketing team to capture and nurture leads effectively.

Analytics & Reporting

  • Use analytics tools to track the performance of content marketing efforts. Regularly report on key performance metrics, such as website traffic, engagement, conversion rates, and lead generation.Ensure that clear reporting is in place for KPIs and metrics to enable the business to iterate and improve
  • Produce monthly marketing report to stakeholders and senior management on all marketing initiatives that are in place to drive business forward.
  • Stay informed about industry trends and competitors' content marketing efforts. Identify opportunities for differentiation and improvement.

Content Creation

  • Produce high-quality and engaging content that resonates with our audience. This includes writing blog posts, articles, whitepapers, eBooks, and creating multimedia content such as videos, podcasts, and infographics.
  • Working across teams, create effective digital assets to meet and exceed defined and agreed targets.
  • Generate ideas and action them within the strategic framework set by the Marketing Managers.
  • Video scripts: responsible for writing video scripts that communicate the company’s messages effectively. The scripts should be clear, concise, and engaging.

Brand compliance

  • Apply the appearance, tone and voice for both the IELTS and IDP brands within the Australasia region in support of the objectives of the marketing plan while remaining compliant with global brand guidelines.

Key relationships

  • Develop productive, positive relationships with key internal team members from different business units. Good relationships within IDP are a core cultural value.
  • Develop productive, positive relationships with external suppliers who support the delivery of initiatives.
  • Deliver and receive feedback constructively and positively.

Compliance

  • Adhere to legislation and IDP Education quality and compliance requirements in the management of marketing activity.

General

  • Undertake any other lawful duties as reasonably directed by management .

ABOUT YOU

  • Bachelor’s degree or equivalent in Marketing or similar field
  • At least two (2) years’ experience in a similar or related role overseeing major web appeal campaigns (including page & article creation) as well as digital asset management.
  • At least two (2) years’ experience in demonstrating excellent storytelling, copywriting, and copyediting abilities.
  • Working knowledge of broader digital marketing skills: UX, SEM, programmatic, and in particular, SEO.
  • Experience in customer experience and user experience thinking.
  • Strong time management, prioritisation and organisation skills.
  • Demonstrated experience working within a similar role
  • Familiarity with the higher education/international education sector or English language teaching sector
  • Landing page optimisation (we use Marketo, SAP and Contentful) and UX.
  • Copywriting, digital asset production, tools inc Sprinklr analytics and reporting
  • Strong CRM, data and analytics skills (we use Marketo, GA4, Google Tag Manager, and Data Studio) including UTM code construction and tracking.
  • Knowledge and/or experience using various CMS’s an advantage.

More about us

We are evolving rapidly. This is an exciting time to join us as we transform the way people access global education and opportunities, through leveraging innovative technology and a creating a connected world.

At IDP, our people are always at the forefront of what we do.  We strive to provide workplaces that are truly diverse and representative of the communities that we work in, so our people feel empowered to bring their best and authentic selves to work.  We are focused on continuing to build a culture of inclusion and belonging by providing a safe work environment where all our people are encouraged to excel, be agile and creative, and seek new ways to solve meaningful problems.

Why join us

Be part of our story, as we support you to create meaningful and rewarding experiences, grow your career with purpose, and celebrate as a global team.

If you identify as a member of an underrepresented community, we encourage you to apply, even if you feel you do not meet all the criteria, but have relevant skills, experience and capability that will enhance the role. At IDP, you can be yourself, be seen, heard, valued, and celebrated every day for your meaningful contributions. If you require any adjustments, let us know.

Some other benefits include:

  • Work in our new 6 green star office, featuring creative collaboration zones and a focus on health and wellbeing.
  • Professional development programs to grow your career.
  • Two paid volunteer days every year to support our local communities.
  • Stay energized with free fresh fruit and barista onsite.