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Summary

The Content Marketing Specialist executes on our established marketing strategy by translating data and insights into clear, compelling value propositions for our non-insured benefits. This role focuses on attracting and retaining clients while strengthening brand awareness through strategic, SEO-optimized content. The Content Marketing Specialist develops content that resonates with target audiences across multiple platforms, including blogs, articles, white papers, case studies, social media, email marketing, benefit descriptions, video scripts, website content, brochures, and proposals, ensuring messaging is relevant, accurate, and impactful.

The ideal candidate is an experienced content writer who skillfully leverages AI tools to scale high-quality content, identifies optimization opportunities, and recommends improvements to existing assets, all while maintaining brand consistency and demonstrating strong proofreading skills and attention to detail.

Responsibilities and Duties

• Develop a strong, in-depth understanding of New Benefits’ products and non-insured benefit offerings, translating data and insights into clear value propositions for prospects, clients, and consumers.
• Maintain brand consistency by adhering to established guidelines and collaborating with the Marketing team to refine brand tone, voice, and messaging.
• Compose compelling benefit descriptions that highlight key value propositions, outcomes, and supporting data, positioning offerings as essential solutions for clients and members.
• Execute the Monthly Content Calendar/Strategy including:
  • Writing and editing long-form content such as blogs, thought leadership articles, white papers, and case studies to position New Benefits as an industry authority.
  • Crafting persuasive, concise, and relevant content that promotes New Benefits’ products and services via social media, e-flyers, eNews, webinars, white papers, and ad-hoc emails.
• Develop, optimize, and test email marketing campaigns, including promotional emails, newsletters, and automated sequences to boost engagement and conversions.
• Plan, schedule, and execute compelling social media content (both organic and paid), ensuring consistency across platforms and alignment with campaign priorities.
• Update website content as directed, ensuring clarity, SEO optimization, and audience relevance.
• Review, revise, and proofread internal and external marketing materials before distribution to ensure accuracy and consistency.
• Collaborate with the Vendor Relations team to develop clear and compelling product descriptions and effective sales tools that support broker and client conversations.
• Conduct research on industry trends, competitors, and audience behaviors to inform content decisions and campaign themes.
• Utilize project management software to prioritize, update, and complete tasks and responsibilities within deadlines.
• Leverage AI tools (e.g., for drafting, repurposing, and optimizing content) to improve efficiency, consistency, and SEO performance, while maintaining human oversight and quality.
• Perform additional writing, editing, proofreading, auditing, reporting, and research tasks as needed.

Qualifications and Skills

• Bachelor’s degree in Journalism, Advertising, Marketing, Communication, or equivalent work experience in a related field
• 2+ years of experience as a writer/copywriter for both B2B and B2C audiences, with samples of long-form, social, and email marketing content.
• Demonstrated expertise in crafting long-form content, including blogs, articles, case studies, and white papers, with a strong grasp of clear structure, audience relevance, and brand positioning.
• Strong experience in creating social media content for both B2B and B2C audiences, with an understanding of platform-specific best practices.
• Proficiency in email marketing, including developing compelling subject lines, engaging body copy, and persuasive CTAs to drive audience engagement and conversions.
• Solid understanding of SEO best practices to optimize written content for search visibility (e.g., keyword intent, on-page optimization, internal linking).
• Excellent organizational, time management, and project management skills to ensure deadlines are consistently met.
• Exceptional proofreading abilities with a keen eye for detail, ensuring accuracy, proper grammar, and brand consistency across all materials.
• Ability to collaborate effectively with a creative team to produce high-quality content.
• Proficiency in MS Office, Google Suite, and HubSpot (or similar CRM/marketing automation platform), with demonstrated experience using AI tools and prompting to support content creation and optimization.
• Insurance or health and wellness benefit experience is preferred.

Core Values

• Flexibility – Maintains effectiveness when experiencing major changes in work responsibilities or environment and adjusts effectively to work within new structures, processes, requirements, or cultures. Remains flexible despite adversity. Embraces change.
• Leadership – Facilitates a positive and productive team-oriented environment. Provides open communication/feedback within the team. Builds collaboration to maintain productive teams. Treats people with honesty and respect. Maintains positive relationships with employees at all levels. Uses appropriate interpersonal styles to establish effective relationships with clients, vendors, and internal partners. Interacts with others in a way that promotes openness and trust and gives them confidence in one’s intentions.
• Innovation – Identifies and accomplishes challenging objectives or personal goals. Works effectively with others to achieve goals. Looks for and takes advantage of opportunities. Maintains a high level of interest, enthusiasm, and personal performance. Takes steps to improve processes and find better solutions. Champions quality work and proactively takes steps to correct errors or improve overall products/solutions. Drives continuous improvement. Demonstrates a willingness to change approach based on feedback.
• Integrity – Supports and upholds the organization’s standards and values. Demonstrates honesty, reliability, and professionalism. Maintains the highest ethical standards.
• Passion – Provides excellent customer service to internal clients, partners, vendors, and teams. Responds promptly, professionally, effectively, and efficiently. Recognizes sense of urgency in responding to needs. Follows up to ensure requests, needs, and commitments are met consistently.

Reports to

Vice President of Marketing

Classification

Exempt

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