As a member of APA’s marketing team, the Senior Content Marketing Associate is responsible for managing the content marketing process to expand APA’s digital footprint and brand awareness and to address member needs. This position will create and distribute valuable content targeted to a variety of audiences, to attract and engage individuals, driving value, acquisition, and retention efforts for APA, AICP, and the APA Foundation. This role collaborates with and supports marketing managers and staff to ensure effective content marketing is integrated within programs. This individual must be creative and analytical with an audience-first mindset and understand multimedia platforms to recommend and craft copy, journeys, and campaigns informed by data and result-driven insights.
Duties and responsibilities
Use content marketing to learn from, inform, and enhance future communications campaigns, being responsive to behavioral shifts and emerging trends
Regularly conduct environmental scanning to ascertain content needs and identify appropriate mixes of marketing content across all channels to build and maintain a rich editorial calendar that attracts targeted audiences to distribution channels
Map, develop, and implement targeted journeys, considering Google and other analytics to optimize marketing automation and lead nurturing efforts around targeted email campaigns, social media, etc.
Support the marketing team with content development, optimization, and planning for proposed and existing campaigns aligned with APA’s messaging calendar
Establish a collaborative workflow for generating, curating, and distributing content that attracts members, in partnership with cross-departmental staff, that aligns with marketing strategies and organizational goals
Align new and existing content with programs and objectives, planning the channels that will be used, and coordinating distribution, to effectively drive engagement
Utilize search engine optimization and search engine marketing to drive effective lead generation and conversion
Guide relationship building within online communities and ensure continuity in all marketing
Establish key performance indicators and assess performance of content, sharing analytics and informative insights, recommending and testing, creative, focused opportunities to improve performance, implementing plan, content, and campaign optimization to influence performance goals across channels and targets
Lead marketing automation by developing processes, building future-focused campaigns, gathering and analyzing multi-sourced data, and designing and deploying email communications
Qualifications (Education and Experience)
Bachelor’s degree required. 3-5 years of marketing or communications, digital, and content/inbound marketing experience necessary.
Strong interpersonal and creative oral and written communication skills with a customer service orientation necessary.
Excellent organizational and analytical skills with the ability to coordinate multiple projects simultaneously needed.
Essential to be up to date with new technologies and communications trends.
Proficiency in Microsoft Office required. Experience using association management software desired.
Experience with automated marketing systems, web content management systems, Google and data analytics, search engine optimization required.
About American Planning Association
APA is a professional membership organization consisting of planners, planning officials, and other professionals and individuals with an interest in planning and a desire to develop great communities. APA’s mission is to provide leadership in the development of vital communities by advocating excellence in planning, promoting education and citizen empowerment, and providing the tools and support necessary to meet the challenges of growth and change. APA is incorporated in the District of Columbia as a 501 (c) 3 organization, for charitable, educational, literary and scientific research purposes to advance the art and science of planning and the activity of planning -- physical, economic and social -- at the local, regional, state and national levels. The Association includes the American Institute of Certified Planners (AICP), which is responsible for the certification of professional planners and for the enforcement of the Code of Ethics and Professional Conduct.