The Servion Group logo

Company Profile

Company Name:
New Brighton, Minnesota
United States

Job Profile

Job Category:
Administrative - Support Services, Advertising - Marketing - PR, Creative - Design Services
Position type:
Full Time
New Brighton
Zip Code:
Job Id #:
Date Posted:
February 22, 2018

Marketing Content Strategist

The Servion Group is a Credit Union Service Organization located in New Brighton, MN, providing mortgage, title, realty, commercial loan resources, and financial advisement for credit unions, banks, and other audiences throughout the nation. 


The Content Strategist is responsible for developing the strategy and execution of content across various marketing channels to include creating, implementing, and managing Servion’s content. The position collaborates with all members of the marketing team to coordinate content usage and with internal individuals/departments/business units to derive strategic offering. The position reports to the Senior Vice President of Marketing and Communications and consults on long-term and short-term content strategies. 

The responsibilities of the content strategist range from the highly tactical (sometimes making minor content corrections or updates) to the highly strategic (leading design teams or facilitating sessions with staff to discover creative solutions to business problems).

Essential Responsibilities and Duties: 

The successful candidate will be a self-starter, strong communicator, skilled multi-tasker, and leader. This position will support all business units and their departments to create an experience that is relevant, consistent, and supportive of revenue goals. 

Content Strategy 

  • Define and guide a content strategy.
  • Develop, maintain, and enforce writing style guidelines.
  • Define the content workflow for projects.
  • Assign and track new content development.
  • Consistently review content, identifying sections that need a greater depth of material and removing outdated material; develop and enforce content creation, maintenance, and archiving policies.
  • Work closely with marketing team (automation and design) to create an information architecture that enhances customer experience and best showcases content.
  • Develop a competitive site analysis/gap analysis; conduct competitor site content reviews to identify improvement opportunities.
  • Assess, catalog, and organize content (content inventory); develop and maintain the content inventory to document page-level information including URLs, keywords, page titles, copy notes, etc.
  • Analyze site usage statistics to maximize information delivery and enhance usability of content.


Content Marketing: 

  • Determine strategy, content plan, and success metrics. Ensure a steady stream of high-quality content and that feeds view KPIs and lead conversion rates.
  • Implement content marketing editorial calendar for content marketing initiatives across multiple channels. 
  • Create and leverage various forms of marketing collateral such as white papers, datasheets, case studies, and more to drive integrated content marketing campaigns.
  • Identify relevant issues and/or events in the industry as well as internally, and make recommendations for creating and promoting relevant content in a timely fashion.
  • Collect, schedule, and launch new content to achieve organizational/business unit objectives.

 Additional Position Responsibilities:

-Partners with internal stakeholders and functional teams to leverage and share ideas and make recommendations that apply broadly across multiple channels (for both internal and external communications)

-Ensures online content complies with brand standards, web style guide, and compliance. 

-Reviews analytics on an ongoing basis to understand user behavior to manage and shape content and messaging strategies.

-Evaluates the usability of new and existing products, and make constructive suggestions for change per marketing initiatives.

-Write, edit, and proof content.

-Manage content on social media platforms.

-Manage content on

-Manage content on blog.

-Assist with marketing activities such as the golf outing, annual meeting, and conferences. 

-Maintain the confidentiality of all information as necessary.

-Follow company policies and procedures.

-Must meet attendance requirements.

-Must maintain courteous, professional and effective working relationships with employees at all levels of the organization, credit union members, vendors and/or any other representatives of external organizations.

-Communicate information and state problems or challenges to be resolved in a clear, concise, courteous, nondiscriminatory and professional manner, and be able to provide clarification if necessary.

-Must be capable of adapting, with minimal or no advance notice, to changes in how business is conducted and work is accomplished, with no diminishment in work performance.

-Perform related duties as required. 


Bachelor's degree in English, Journalism, Public Relations or an equivalent combination of education and experience may be substituted. 


Five+ years experience working within in an editorial/writing role. Experience working with SEO. Experience with creating compelling messages for different target audiences. Experience in all major business software applications as well as marketing software applications.    


  • Passion and talent for content marketing (and writing). 
  • Aligning content with market/customer needs.
  • Understanding what drives successful content.
  • Maintaining a consistent supply of quality content.
  • Action-oriented.
  • Multi-tasking.
  • Understanding and use of technology.
  • Take initiative and making decisions based upon company purpose, mission, and values.
  • Perform accurately and courteously when work speed and sustained attention are necessary. 

Key Outcomes: 

-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, subscription, contracts, etc.).

-Website and social media traffic growth.

-Conversion metrics definition and growth.

-Social media positive sentiment metrics.

-Increases in key search engine keyword rankings.

-A decrease in sales 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 deploying content assets for higher conversion rates.

-Improved internal communication results.


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