The Opportunity: We're looking for a Senior Copywriter to help us shape the future of education. With nearly 20,000 organizational customers and millions of student users, Blackboard is the world's leading education technology company with the industry's most comprehensive student-success solutions. Our mission is to partner with the global education community to enable student and institutional success by leveraging innovative technologies and services.
Blackboard's Student Services help the world's most progressive institutions of all sizes optimize program, marketing, and enrollment investment, as well as eliminate barriers to student success through technology-enabled support solutions. We leverage expertise, technology, and data to create an efficient, financially-sustainable way to nurture students through their educational journey. Through our Strategic Marketing & Enrollment and Student Services & Technology Support solutions, we are aiming to build a better education experience for everyone by extending institutional resources to meet the growing demands of learners.
Blackboard's Marketing and Enrollment organization within Student Services is a client-facing delivery team working directly with Higher Education partners. We're focused on helping our clients navigate marketing and recruit students confidently by making data-driven decisions that address the big challenges facing their institutions today.
As Senior Copywriter, you will be responsible for the copywriting of marketing assets that drive enrollment growth for institutions. You will oversee the content process from needs assessment to concept development to writing. In addition, you will support various internal needs related to sales growth and market awareness for our division. There will be a heavy emphasis on using data and analytics to refine the messaging approach and optimize conversions. You must possess a deep understanding of content best practices, conversion marketing, and digital strategy.
This position is an amalgam of analytical and creative responsibilities, requiring a clear understanding of best practices related to digital marketing, direct response, SEO, social media, and content marketing. You will need to be a self-starter who is able to work autonomously as well as collaboratively within a team environment. While not directly client-facing, the success of this position depends upon your commitment to excellence and customer satisfaction.
Specific responsibilities will include: Content Direction
Managing the development of content materials from conception through production
Participating in creative brainstorming sessions and collaboration on creative briefs
Leading development of unique, strategic messaging themes for each client and incorporating messaging effectively throughout creative and content deliverables
Collaborating with designers, media analysts, and other internal enrollment experts on the best content approach for each institutional client
Utilizing best practices, and metrics where possible, to provide internal clients with insight and recommendations on content deliverables
Content Development
Overseeing and completing content projects on behalf of Blackboard clients including (but not limited to):
Microsites and landing page copy
Emails
Digital display ad copy
Paid search copy
Social media assets
Content marketing pieces (infographics, e-books, blogs, video scripts)
Executing on best practices related to SEO and content marketing
Incorporating audience insights and marketing data where applicable
Completing and research needed to inform copy and content pieces including research for blog development and e-books on behalf of the client
Collaborating on information gathering from subject matter experts including interviews and survey development
Content Marketing/SEO
Working with Blackboard consultants to conduct in-depth assessments of existing client websites to identify areas for improvement and uncover barriers to organic page ranking as it relates to content
Researching search queries applicable to client websites and providing guidance on keyword lists
Identifying opportunities for content development and asset creation based on keyword ranking
Guiding the development of helpful tools and reports including content calendars, best practices, and audits on behalf of Higher Ed clients
Developing content for creative materials such as infographics and social media tools as needed to augment content marketing efforts
The Candidate:
Has a bachelor's degree (emphasis in creative writing/English/marketing/design)
Has 5+ years of copywriting experience in a marketing capacity
Has experience writing for digital media including websites, display ads, and paid search
Can collaborate with designers and marketing strategists
Has experience developing content marketing pieces that build on search engine optimization
Pays precise attention to detail, focused on quality
Has strong written communication skills
Has a thorough understanding of overall marketing strategy, marketing new media techniques, and integrated communications
Has a customer success mindset and perspective
Is collaborative, with relationship-building skills that generate enthusiasm and produce results beyond expectations
Is an independent self-starter with strong analytical, prioritization, project management, and coordination skills; excels in a fluid, cross-functional team environment
Marketing/Ad agency experience is a plus
The Team & Office:
Blackboard has an office in our Nation's bustling capital, Washington, DC.
Metro accessible- within two blocks of red, blue, silver, and orange lines
Newly renovated office with plenty of collaboration spaces
Opportunity to interact with coworkers across every department within Blackboard
Endless options for lunch or dinner with a variety of food trucks and spots like Chop't, Sweetgreen, Greek Deli, Yafa Grille, and Taylor Gourmet all within one block of the office
Free access to the building's gym
This role can also be remotely located
This job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required. Nothing in this job description restricts management's right to assign or reassign duties and responsibilities at any time.
Blackboard Inc. is an equal employment opportunity employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, national origin, marital status, disability, sexual orientation, protected military/veteran status, or any other protected factor.