Web Content Specialist

Job Description

RSM US LLP (India): RSM’s unwavering focus on delivering a highly personalized and relevant client experience has remained the cornerstone of everything we do since the firm was founded in 1926. RSM US LLP is a leading provider of audit, tax, and consulting services focused on the middle market in the United States with nearly 14,700 partners, principals, and employees. It is the 5th largest accounting firm in the U.S., with a presence in 82 cities in the U.S., 6 locations in Canada, and 4 cities in India. RSM US LLP is part of the global network of 15,000 people across 123 countries through RSM International. Life at RSM: RSM strives to create an inclusive workplace that celebrates the differences between our talented employees. Diversity and inclusion are a continual journey and each step along the path enhances our ability to develop global leadership, integrate cultural differences, improve workforce productivity and exceed the expectations of our clients. We take pride in our work and believe in cultivating a work environment that supports and values our greatest asset: our talented employees. Job Description The Web Content Publisher is responsible for building effective web pages to support brand awareness and marketing programming for RSM US and RSM Canada. The web content publisher follows best practices, champions testing and applies RSM brand governance in all content builds. He or she advises on page layout and functional design for projects as needed, including optimization suggestions based on page performance against defined SEO and conversion goals. The web content publisher is responsible for understanding the RSM website hierarchy and overarching demand generation, talent and brand content strategies to build effective web experiences that support these goals. They take the initiative to ask questions and help connect content across the buyer journey to provide a web visitor experience that serves, delights and drives action. The publisher champions the end user and identifies site development opportunities to create even stronger user experiences, elevating ideas to the team manager or website product owner. The web publisher understand that digital content is a critical element of demand generation and looks for ways to make it easier for buyers to consume and use RSM information and connect with our business leaders. Their curiosity drives continuous improvement and education on web publishing, SEO, web design, conversion optimization and automation. They provide advice on A/B testing opportunities and collaborate with the digital marketing team to implement testing and targeted web experiences. General responsibilities : 20%. Champion the user experience Understand marketing campaign strategy for assigned responsibilities, where appropriate Uphold RSM brand standards and digital and content marketing best practices Collaborate with global team members to recommend and implement optimizations, where appropriate Provide critical thinking about the approach to digital content publishing, with an understanding of buyer journey Proactively manage multiple projects and deadlines, communicating with broad team to complete tasks promptly and with minimal revisions Understand overall marketing analytics and dataflows to support quality deliverables and performance monitoring Actively seek out and participate in skills development training, as defined by career development goals Digital content experience responsibilities - 40%. Collaborate with RSM internal and agency teams to design website experiences that accelerate user engagement, including mockups and minor copy-editing suggestions, where appropriate Provide creative and publishing advisory on advanced page experiences, collaborating with the web content and digital content marketing lead to define experimentation vs. best practice evolutions Share learnings with team members Work with website engineers to solve technical problems and/or recommend new functionality Review site performance reports, as appropriate, to identify improvement opportunities Recommend content and template edits that will improve the web experience (i.e. headline adjustments, CTA offerings etc), where appropriate Recommend A/B testing and work with the Adobe Target lead to implement and monitor, as appropriate Web publishing responsibilities - 30%. Publish or edit web pages on rsmus.com and rsmcanada.com as defined by content briefs, using web authoring best practices and applying internal tagging, tracking codes, SEO linking, etc to support campaign and project directives Maintain firm and web brand standards across all page experiences Regularly participate in AEM and other web content training to improve skills, assist with training internal teams Understand data and content integration points, such as Marketo, Brightcove, Adobe Analytics, etc. to ensure technical quality for page development Support approved RSM subdomain content authoring (i.e. blogs) as requested by leadership Implement authoring fixes for technical SEO optimizations Assist with Workfront web edit request queue tasks Other duties as assigned - 10%. EDUCATION/CERTIFICATIONS Bachelor’s degree in marketing, communications, digital marketing, journalism or design (preferred), or 4 years equivalent business experience TECHNICAL/SOFT SKILLS Demonstrated expertise using enterprise content management systems/web platforms, required - Adobe Experience Manager/AEM, preferred Proficient with digital and content marketing strategy; required Strong awareness of grammar and style (American English, Canadian English) Demonstrated understanding of SEO best practices, required Understanding of data sources and user experience connection points across marketing tech stack (Adobe Experience Manager, Adobe Analytics, Marketo, CRM, Google, SEMrush, etc), preferred Experience with work management tools, Workfront preferred EXPERIENCE 2+ years of experience in web content publishing and site optimization, preferably within a large, global or professional services organization Awareness of buyer journey, preferably in B2B environment Show more Show less