Category: SEO Copywriting Jobs

Location: New York, NY, USA
Description:

The Web Content Manager will be responsible for copywriting, copyediting and proofreading corporate website (Web Direct) content and online marketing campaign content (e.g. email newsletter campaigns, micro-sites, landing pages, banner display ads, widgets, etc…) to maximize marketing and merchandising opportunities for Accor Hospitality’s North American consumer facing websites. In collaboration with subject matter experts within the team, this position will create, edit and publish content in the Content Management System (CMS) that feeds accorhotels.com, related brand.com websites and email newsletters. Candidates will have experience writing compelling, SEO friendly, website copy and creating digital artwork targeted for North American online consumers.

Responsibilities:
• Create, edit and publish content for Accor Hotels proprietary website portfolio (Web Direct) using the Content Management System (CMS).
• Create, edit and publish effective ad copy, message copy, descriptive copy, graphics, images and icons for use on the corporate websites and related marketing campaigns.
• Prepare and edit Web Direct related descriptive copy, marketing messages, banner headlines and teasers.
• Manage creative content for Web Direct, Third-party Internet marketing and advertising campaigns, with a small portion of offline content.
• Manage localized (North American Market) graphic content for accorhotels.com B2C and B2B websites accordingly.

• Collaborate with E-Commerce team on design and construction of new web pages, updates to existing pages and sites; including graphical design, navigational design and page layout.
• Research and coordinate content; write and edit message copy while accounting for information structure, layout/design, navigation and special programming considerations.
• Write descriptive marketing copy for web pages, email newsletters and other online marketing campaigns.
• Write compelling ad/message copy (i.e. tag lines, teasers, email marketing subject line headings, banner ad headlines, etc…) conveying a clear value proposition, call to action, and sense of urgency to the online consumer.
• Collaborate with the Director of E-Commerce to develop a comprehensive Web content strategy, taking into consideration SEO, PPC, Website Design, Email Marketing and Branding methodologies
• Integrate copy with functionality to enhance the website, E-Newsletter and landing page user-experience.
• Assist in the development of creative content statements (i.e. ad copy, title and description) for PPC campaigns that will grab the reader’s attention, convert readers to visitors, and ultimately visitors to consumers.
• Be flexible to adjust copy based on user testing, web analytics and feedback to improve user-experience, navigation and conversion.
• Remain current on the latest promotional rates, special offer rates and tactical/hot deal rates, particularly the terms and conditions, for all Accor Hotel brands and develop corresponding merchandising copy (i.e. tag lines, headlines, teasers, etc…) for each within the CMS.

• Write copy to be translated for international versions of the Corporate (AH.com) and Brand.com websites as needed.
• Coordinate web content updates centrally with Global Headquarters in Paris as well as across all countries, regions and brands.
• Develop and manage a master calendar/schedule for all local monthly and seasonal promotions.
• Keep current with emerging internet marketing tactics, strategies and technologies through relevant newsletters, RSS feeds, blogs, listservs, and events.
• Research the competition’s online presence, including: website content, email newsletters, press releases and social media campaigns.
• Use testing and web analytics to track and measure the effectiveness of PPC, SEO, Email Marketing and Banner advertising efforts.
• Understand the frameworks for SEO, PPC, Web Analytics, Website Design, Branding (Email marketing and Banner Advertising) and the SEO Code of Ethics.
• Review the metrics within our web analytics program, noting the results of key performance indicators to optimize for future campaigns, better understand how our websites operate and how our visitors interact with it.
• Collaborate in testing Email campaign effectiveness against other email campaigns (i.e. variable isolation), other forms of online marketing and against offline marketing strategies.

• Be familiar with the core metrics for measuring reach, retention and conversion for all local Web Direct marketing campaigns.
• Support execution of seasonal editorials, promotions, features and specials.
• Anticipate implications of strategic recommendations on content creation, publication, and governance.
• Understand user experience design, be able to translate information architecture documentation, write effective metadata, and manage an ever-changing and growing content inventory.
• Follow SEO best practice principles while keeping in mind usability, audience and niche.
• Follow SEO framework key principles, especially as it relates to keyword research, analysis and implementation.
• Ensure consistent application of Brand marketing messages and editorial standards across all websites and campaigns.

Education, Experience, and Skills Required:

• A bachelor’s degree in Marketing, English, Journalism, Technical Writing, or a related field. Three years of experience in online marketing, graphic design, website content management, SEO copywriting or a related field.
• Strong oral and written communication skills are required. Strong grammatical and editing skills required.
• Able to use images to clearly and persuasively communicate in technical and non-technical subjects with both technical and non-technical audiences.
• At least 3 years professional writing experience in the area of website or SEO copywriting.
• Experience using content management systems (Noheto is a plus).
• Basic understanding of web user interface and design concepts.
• Experience using Microsoft Office Suite, Adobe Creative Suite (Dreamweaver, Photoshop, Acrobat, Flash) HTML, and CSS.
• Excellent proofreading and copy-editing skills.
• Strong communication and organizational skills.

• Ability to communicate and collaborate with multi-disciplinary team members.
• A team player who works well independently and under tight deadlines.
• Ability to manage multiple projects in a fast-paced, deadline-driven environment.
• Adobe Photoshop skills are a plus.
• 3-5 years experience managing content and production for high traffic websites.
• Understanding of how site visitors interact with written content on-line
• Working knowledge of social media websites and how to leverage them to build customer relationships.
• Experience writing search engine and user optimized copy with a solid grasp of how web content affects search engine rank.
• Knowledge of web standards, best practices, and usability.

• Familiarity with Email marketing: using web-based service for mass email blasts; designing/coding email using HTML and in-line CSS.
• Strong understanding of website structure, content management and editorial processes.

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