Insuranks
Insuranks

Chief Content Officer (CCO)

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Job Description: Chief Content Officer

Reports To: Chief Executive Officer / Founder

Full-time

Remote

Content + Brand


Insuranks is focused on providing the best and most customer centric educational platform and marketplace for insurance consumers on all-things-insurance while making them better and more aware consumers, and matching them with the best insurance services (be it insurers, agencies, insurtechs, aggregators and comparison sites) that they can trust with their money and their lives.

We are looking to hire a super-talented Chief Content Officer (CCO) who masters the online content ecosystem, SEO, social media, branding and PR, and has a demonstrated talent to grow audiences across various digital channels, to join our team.


Position Summary

The Chief Content Officer (CCO) oversees all branding and content marketing initiatives, both internal and external, across multiple platforms and formats to drive brand recognition and brand growth through content strategy and execution to serve and grow our audience, and drive growth in organic traffic, PR, social media, referral traffic, conversions, engagement, retention, leads, an overall positive customer behaviour & brand perception and a thriving community at Insuranks.com.

The individual is an expert in all content related things, as well as content marketing, and channels content optimization, SEO, brand style, tone, voice, consistency, segmentation and localization, analytics and meaningful measurement.

The CCO creates the editorial, mission and voice, aligns editorial and business goals, oversees staff, budget, content strategy, production and quality, develops ideas and concepts, constantly looking out for new business opportunities that allows him/her to create additional revenue and added value to a bigger audience through content creation. The CCO collaborates with the CEO, CTO, SEO, and team of content writers to create powerhouse content that drives growth and engagement and adds outstanding evergreen value, the best editorial content on insurance available for consumers. 

The chosen candidate is a hands-on expert of setting up a team to produce significant amounts of quality content that is both interesting, engaging, value adding, unique, newsworthy, evergreen that naturally earns and drives backlinks from high authority sources as well as social shares each month, content that serve different audience segments all while sustaining a steady voice and high quality.

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Responsibilities

Ultimately, the CCO thinks like a publisher/journalist, leading the development of content initiatives in all forms to maintain and constantly grow the website audience. This includes:

  • Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, optimized for search and user experience for all channels of content including online, social media, email, press releases, guest posts and editorials, point of purchase, mobile, video, print and in-person. This is to be done for each user persona within the website.

  • Develop a content marketing distribution plan and a method to measure content marketing success.

  • Create the content marketing organizational structure.

  • Mapping out a content strategy that supports and extends marketing initiatives, both short and long-term, determining which methods work for the brand and why. Continuous evolvement of the strategy is a must, as well as alignment and measurement of monthly, quarterly and annual growth and content marketing goals.

  • Development of a functional content calendar throughout the website verticals, and defining the owners in each vertical to particular persona groups.

  • Supervising and building our content team including writers, editors, content strategists, outreach and PR experts; be an arbiter of best practices in grammar, messaging, writing, user experience, content quality and style.

  • Outreaching, maintaining and developing new relationships with media journalists and publishers to publish content (and PR) regularly, initiate content partnerships with top relevant niche authorities (e.g. leading sites in insurance, finance, auto, home, business, etc.)  and top general sites (e.g. entrepreneur, money.com, cnn, usatoday, nytimes, forbes, inc, techcrunch, business.com and any other leading authorities) where they can contribute expert content to our site as well and outreaching to make them link to newsworthy content on our website that is relevant to their field of coverage

  • Management of the website (create new pages, edit and update existing pages, reassuring content quality, keeping content up to date) or hire a website manager 

  • Making sure every content page that is uploaded to the site is the best content online on its matter, is link worthy and newsworthy and can be served to top sites journalists/publishers on an outreach as a trusted and high value resource worths linking to

  • Performing extensive keyword research with Google Ad Planner and have a set of target keywords for each content topic and cover their searcher intent in-depth from every angle rather than just including keywords

  • Include graphics, infographics, videos, images, graphs and data tables as much as possible to make the reading experience as pleasant and smooth as possible

  • Performing continuous usability tests to measure content effectiveness. Collecting data and handle analytics (or supervise those who do) and place content recommendations based on the results. Working with specific content owners to edit, revise and measure particular content and marketing goals. Requires familiarity with Google Analytics, Google Search Console and relevant tools.

  • Tracking content's organic search rankings and work with SEO to make sure it achieves top search results and attracts traffic, engagement and conversions.

  • Coming up with out-of-the-box content initiatives that attract and trigger growth of relevant KPI metrics and branding (this can be interesting case studies, interviews, data analysis, videos, expert roundups, researches, tools, badges, calculators and anything else that brings value to the target audience, accelerates and attracts growth)

  • Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies for maximum organic growth and branding as the best, most valuable, ultimate digital insurance resource for consumers.

  • Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.

  • Facilitating work flow for requesting, creating, editing, publishing, and retiring content. Work with technical team to implement relevant CMS as required.

  • Performing periodic competitors audits and identify opportunities.

  • Overseeing the maintenance of content inventories and matrices.

  • Reassuring consistent global content experience and applying proper localization strategies. 

  • Playing a major role in hiring and supervising of content/story leaders in all content verticals.

  • Work closely with design team for all creative and branding initiatives to verify a consistent message across different channels. 

Success Criteria

The CCO is measured on the consistent improvement of customer nurturing, growth, engagement, conversion and retention through storytelling, as well as the increase in new website visitors through the continuous content development and production to different persona groups. Success criteria include:

  • Ever-growing positive brand recognition and consistency across chosen published channels.
  • An increase in defined customer engagement metrics (measured by users taking the desired action...i.e. conversions, reviews submissions, time on site, bounce rate, pages per visit, subscriptions, purchases, etc.).

  • Website traffic growth through organic, social media, referral and direct channels.

  • Conversion metrics growth.

  • Organic traffic growth and increases in key keyword search rankings.

  • Social media positive sentiment metrics.

  • Customer feedback and reviews data.

  • Decrease in sales/buying cycles.
  • Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).

  • Identifying up-sell and cross-sell opportunities through content analysis, and establishing content assets for higher conversion rates.

    Primary criteria for success are website traffic growth, particularly organic traffic, as well as growth of engagement and conversion metrics. Do whatever you need to skyrocket them. Success is measured around the ROI of each produced content asset, user delightfulness, engagement and advocacy.

Experience and Education Requirements

    • Bachelor's degree in English, Journalism, Public Relations or related communications field. MBA in marketing a plus.

    • 10-15 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).

    • Background in USA insurance, knowledge and writing experience in the field - a major plus

    • Experience with creating compelling messages for different target demographics. 

    • Proven record of growing website's organic traffic and  revenues through content production and marketing.

    • Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, Google Sheets, Google Docs, etc.).

    • Advanced knowledge and understanding of SEO

    • Familiarity with Google Search Console, Google Analytics, social media marketing, digital platforms and other relevant tools

    • HR-related experience including hiring, assessing, leading, managing, performance reviews, etc. 

    • Skill at both long-form (2000-2500 words; 1000-2000 depending on the subject matter) content creation and real-time (immediate) content creation and distribution strategies and tactics.

    • The skill to think like an educator, intuitively understanding what the audience needs and wants to know or get, how they want to consume it and how to bring them the value they need and delight them when addressing it.

    • Passion for social

    • Clear articulation of the business goal behind the creation of a piece (or series) of content.

    • Leadership skills required to strategize, define and manage a set of goals involving diverse contributors and content types

    • Project management skills to manage editorial schedules, deadlines  and ongoing campaigns. The ability to work in a 24 hour project cycle utilizing teams or freelancers in other countries.

    • Excellent negotiator and mediator.

    • Incredible networking and people skills.

    • Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, CMS, etc.

    • Openness to embrace change and to adapt strategies on the go.

    • Excellent persuasion and presentation skills

    • Experience creating an organized and SEO optimized content resource or library of content

    • Feeling great representing the company as spokesman and brand ambassador via media, press relations, interviews, partnership initiatives, conferences, trade shows, etc. 


Email us to apply to our CCO position.

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