Content Specialist/Writer (Senior Living)

The Content Specialist/Writer will support Hebrew SeniorLife’s content marketing efforts by writing original content for digital channels, especially the HSL blog. They will write content that is designed to advance business goals and lead generation; increase brand awareness, engagement, and advocacy; and grow inbound marketing efforts. The Specialist will collaborate with colleagues on the HSL Editorial Board, along with subject matter experts and stakeholders across the organization, to write engaging content and maximize its use across digital channels, including social media channels and enewsletters. Content will support marketing and thought leadership efforts related to Hebrew SeniorLife health care and senior living offerings, research and academic programs, and philanthropic initiatives, with an emphasis on content that drives HSL’s business goals. The ideal candidate will be an excellent writer and communicator, creative, curious, enthusiastic, motivated, and self-directed.

Hebrew SeniorLife employees set the highest standard in our commitment to redefine the experience of aging. With compassion, resilience, and determination, we make a difference in the lives of patients, residents, their families, and the broad senior care community every day, and they in ours as well. These life-changing connections give our work meaning and fuel our desire to advance our potential and to be all that we can be. At Hebrew SeniorLife, that’s uniquely possible. Because here we’re supported to always keep growing. And as we do, so does our collective impact.

Our benefits include

Excellent medical and dental benefits, available on your first day for positions over 24 hours/week
A 403b retirement plan open to all employees, including per diems
Generous paid time off
On-site health and wellness programming
Tuition reimbursement and scholarships
An employee recognition program

Story Identification

Develop a deep understanding of HSL’s business goals in order to align content to organizational priorities
Get to know the characteristics of HSL’s key audiences, including health care and senior living prospects and their family members, donors, referral partners, employees, and others, in order to tailor stories and messaging to their needs and interests
Understand how HSL’s content strategy supports the customer journey and connects to lead generation goals
Cultivate internal sources across Hebrew SeniorLife’s many sites, service lines, and departments who can help identify compelling stories
Follow up on these story ideas to generate content across relevant channels

Hebrew SeniorLife Blog

Serve as the main writer for the Hebrew SeniorLife blog
Generate blog ideas that are aligned with and balance HSL’s business goals, the interests of blog readers, and HSL’s thought leadership approach
Partner with subject matter experts across the organization to gather content and/or write content for their byline
Conduct background research on keywords, frequently searched questions, and other topics to inform approach for specific blog topics
Write original blog posts using SEO best practices and in accordance with HSL brand, style, and voice
Select photos
Draft copy for accompanying blog subscriber notification emails
Partner with the Web Content Specialist and the Marketing Communications Coordinator to ensure content is posted and distributed
Maintain the blog editorial calendar
Review analytics to understand user response to blog content
Identify opportunities to share blog content across HSL channels

Other Content Creation

Write content for HSL’s website
Confirm/gather details from program stakeholders
Write copy in accordance with HSL’s brand, voice, and style, and best practices for website and SEO
Select photos
Write and/or repurpose content for other HSL digital platforms including e-newsletters and social media
Write other types of content as needed to support inbound marketing and the customer journey

Content Optimization

Serve as a member of the SEO team
Attend monthly meetings with the digital agency
Keep abreast of changes to best practices and incorporate them into content creation
Review analytics to understand user behavior and how content drives key performance indicators
Update old blog and website content to reflect SEO best practices

Content Operations

As a member of the Editorial Board, contribute to the editorial calendar, adhere to deadlines, look for opportunities to repurpose existing content, and review metrics to understand what content performs successfully in order to shape story ideas that engage key audiences
Report on relevant results in the team’s monthly marketing report