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Description

Job Summary:

Follett Content Solutions has been a trusted partner for educators since 1873! We support our educators that touch more than 45 million students worldwide. Follett Content Solutions helps build a diverse collection of print and digital resources to support every student. We are currently hiring for a Social & Content Marketing Strategist. This position is a full-time exempt position located in McHenry, IL.

The pay range for this position is $70,000 -$90,000 annually with bonus eligibility. We offer a hybrid work schedule with 3 days in the office (Monday, Tuesday & Thursday) and 2 remote days (Wednesday & Friday). For the right candidate we will consider remote candidate's as well. Any pay range disclosed is based upon a combination of neutral factors such as required qualifications, experience, education, skill, training, certifications, seniority, etc. Follett Content Solutions reserves the right to provide any successful candidate a salary at the most appropriate level set as a result of such candidate’ qualifications, experience, education, skill, training, certifications, location or seniority.

Position Overview:

We are seeking an experienced and dynamic Social & Content Marketing Strategist to join our team. The ideal candidate will have proven experience in B2B content marketing, social media marketing (organic and paid), and influencer marketing. This role requires a strategic thinker with a proven track record of planning, creating, and executing successful content marketing strategies and assets that attract, engage, and convert prospects into qualified leads. This role combines content strategy, webinar execution, social media marketing, paid social amplification, campaign reporting, and cross-functional project management to build brand awareness, engage targeted audiences, generate qualified leads, and support business growth.

The Social & Content Marketing Strategist will be responsible for identifying, developing, and amplifying Follett Content’s established reputation in education and using content marketing to build revenue-generating, transformative growth for Follett Content Solutions. S/he will work together with the Director of Brand & Content to develop and execute content strategy and marketing efforts and collaborate across the Marketing, Sales, and Product Teams; build brand advocates and thought leaders; and help define both the brand story and how it is interpreted by the customer.

The ideal candidate is a strategic, detail-oriented marketer with excellent written, visual, and oral communication skills and a proven ability to manage multiple campaigns and high-volume content programs simultaneously. This person understands how to connect content and digital marketing efforts to business objectives, and brings hands-on expertise in SEO, UTM parameters, social media analytics, copywriting, and design. Because our audience is highly specialized, experience with social media management and digital analytics platforms is a must - as is a background in or genuine passion for the education and PreK–12 industry, and a commitment to inspiring literacy in young people. This position will likely have management responsibility for one direct report.

Key Responsibilities:

Content Marketing

• Develop and implement comprehensive content marketing strategies and editorial calendars that align with business goals, audience needs, and campaign priorities across Classroom, School Library, Public Library, and Account Based Marketing (ABM)/Account Based Experience (ABX) initiatives.
• Develop content that supports each stage of the customer journey, including awareness, engagement, lead generation, sales enablement, and retention.
• Collaborate with cross-functional teams, including Marketing, Sales, Product, and Design Teams to recommend content placement across channels and ensure longevity of content.
• Interview and build relationships with customers and thought leaders to create authentic and engaging content that addresses their needs and showcases our expertise.
• Write, edit, and produce various types of content, including blog posts, articles, reels and shorts, etc.
• Own and execute the webinar program, including topic strategy, speaker coordination, prep calls, run-of-show development, promotional planning, platform coordination, live execution support, and performance reporting.
• Develop and support post-webinar attendee nurture strategies and follow-up journeys, including lead engagement, content repurposing, sales enablement alignment, and multi-channel touchpoints designed to extend campaign impact and support pipeline growth.
• Repurpose long-form content, webinars, events, and thought leadership into multi-channel assets to extend campaign reach and content longevity.
• Ensure all content is optimized for search (including AI platforms) to improve visibility and organic traffic.
• Analyze content and campaign performance metrics to identify trends, optimize future content, and provide actionable recommendations to stakeholders.
• Maintain consistency with Follett Content’s brand voice, messaging, style guidelines, and business priorities.

Social Media Marketing

• Craft comprehensive plans to increase brand awareness and engagement across various social media platforms, ensuring alignment with overall marketing campaigns.
• Create and maintain a detailed editorial calendar to organize and schedule social media posts, coordinating with campaign managers to integrate content seamlessly.
• Create. Curate, and post engaging content tailored to each platform’s audience.
• Own community management. Actively engage and interact with followers, respond to comments, and manage online activities that foster engagement.
• Monitor social media metrics to assess the effectiveness of campaigns and strategies and make data-driven decisions, and monitor for potential issues and negative feedback. Exercise sound judgment in responding and/or coordinating support as appropriate.
• Develop and deliver bi-weekly social media performance reports for key business areas and brand initiatives, providing actionable insights, campaign analysis, audience trends, and strategic recommendations to leadership and stakeholders.
• In coordination with the Director of Brand & Content, escalate and implement a crisis response plan to address brand reputation risk quickly and effectively.

Paid Social & Campaign Strategy

• Develop and execute paid social media strategies aligned to business objectives across Classroom, School Library, Public Library, and strategic ABM/ABX campaigns.
• Partner within marketing and cross-functionally to support full-funnel marketing initiatives that drive awareness, engagement, lead generation, pipeline growth, and customer retention.
• Build and maintain audience segmentation strategies, including retargeting, lookalike audiences, and ABM/ABX campaigns.
• Monitor campaign performance metrics including engagement, CTR, CPL, conversions, attribution, and ROI, and provide actionable insights and optimization recommendations.
• Develop reporting dashboards and executive-level summaries that translate campaign and social performance data into strategic business insights and recommendations.
• Support amplification strategies for thought leadership, influencer campaigns, webinars, events, and key brand initiatives through paid promotion and audience targeting.

Influencer Marketing

• In partnership with the Director of Brand & content, research and identify influencers who align with our vision, mission, and target audience.
• Establish and maintain relationships with influencers to foster long-term partnerships to expand reach and generate leads.
• Interview and build relationships with customers and thought leaders to create authentic and engaging content.
• Coordinate influencer campaigns, including content creation, approvals, tracking, and performance.
• Ensure all influencer activities comply with legal and regulatory requirements and manage contracts and agreements.
• Analyze content performance metrics to refine strategies and improve future content.

Content & Multimedia Development

• In partnership with the videographer, create and optimize short-form multimedia content, including social reels and video edits to drive audience engagement and brand awareness on channels.
• Maintain consistency in messaging and design elements across all content to ensure a cohesive brand identity.
• Develop and maintain design templates to streamline the content creation process.

Requirements

• 7-10 years of experience.
• Bachelor's degree or equivalent.
• Must have extensive experience in B2B content marketing, social media marketing, and influencer marketing.
• Experience with TikTok, Facebook, Instagram, Threads, X, Blue Sky, LinkedIn, Pinterest, and YouTube is required.
• Strong social content development and storytelling skills, with the ability to create engaging, platform-specific content that drives audience engagement, brand awareness, and lead generation.
• Requires strong analytical skills, with experience of SEO best practices, UTM parameters, and the ability to interpret data and make data-driven decisions to enhance lead generation. Familiarity with Google Analytics.
• Proficiency in Wistia, HubSpot, and Sprout Social or similar software is required.
• Must have excellent communication and interpersonal skills, with the ability to work effectively with diverse teams and cross-functional stakeholders
• Experience in the education sector is highly desirable.
• Public relations experience is desirable but not required.

We are an Equal Opportunity Employer.

All qualified applicants will receive consideration for employment, without regard to race, color, religion, national origin, pregnancy, sexual orientation, gender identity, age, physical or mental disability, genetic factors, military/veteran status, or other characteristics protected by law.

*As an Equal Opportunity Employer, we are committed to providing reasonable accommodations to job applicants with disabilities. If you are interested in applying for employment and need assistance or an accommodation in the application process due to a disability, please contact us by email or phone.

• Email: Send request to fcshr@follettcontent.com
• Phone: Request assistance by calling 800.773.7010 x45130

When contacting us, please provide your contact information, the job position or title, and state the nature of your accessibility issue.

Salary Description

$70,000 - $90,000 annually