Content Director

IBM Corporation New York, NY
Job Description

Discover what you can do at IBM.

About Content Marketing at IBM

People are bombarded and disrupted by over 14,000 messages a day. The world doesn't need more content; it needs better content. Hence, the IBM Originals team was founded to be the storytelling arm of IBM. We create stories and content experiences that matter to our audiences, move them to act, and cut through the noise in the market.

The IBM Originals team believes that content is the best way to build relationships at scale and that stories must be creatively told, uniquely delivered, and useful to our audience. We are seeking Content Directors to actively lead campaign content for each of IBM's Business Units. Do you have what it takes? Want to be part of a company where science and creativity collide to make the new big bang in content?

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About this Role

Content Directors are the creative field leaders who will drive the day-to-day planning and execution of content design and creation – culminating in IBM's stories and messages cutting through the clutter of the market. This role reports to the Business Unit Content Leader and Editor in Chief. The Content Director's role includes but is not limited to:

Content Strategy: Develop the content strategy for the campaigns and Business Unit priorities including the creation of targeted buyer-centric content journeys, narratives, and the corresponding deliverable plans. Work with the Planners/Strategists to gather audience, competitive, prior content and campaign performance data and insights, as well as best practice information to inform campaigns.

Content Ideation: Lead the ideation process to turn data/insights into thought starters and sparks of creativity and stories. Own the creative parts of the brief and develop the consideration set for the content partners (whether internal or external) to consider as part of the Request for Proposal (RFP) process. Find stories and build the recommendation of ideas (from internal and external sources) to present to the Editorial Board.

Content Models: Determine which creation models are most appropriate given the idea, expertise, talent and resources (agency vs. in-house, Digital Service Group (DSG), etc.). Search internal sources (e.g. the Digital Account Manager) for content to Curate and Re-use.

Talent Strategy: Work closely with the diamond team digital marketing and social leaders to develop the talent/influencer strategy and oversee execution when part of story creation process.

Content Negotiation: Work with Media teams to help negotiate distribution and amplification across paid, owned & earned channels to we make sure great content finds its audience. Ensure that partners are being consistently monitored and measured and that performance data and insights are fed back to the broader BU content and Corporate Headquarters (CHQ) Content Accelerator teams.

Production Oversight: Own the responsibility for content production across channels and format types. Work with and manage creative/editorial resources to develop original content. Measure and monitor all content asset performance to ensure quality and performance of content created by partners/people. Manage content program execution.

Create Original Content: Responsible for creating content ideas and assets yourself that include idea creation, writing copy, treatments, emails, and other written executions.

Workflow Management: Upload, monitor, develop, and measure content using our Workflow management tool (e.g. Kapost). Ensure that all content meets SEO guidelines, has keyword focus, cross links, and clear calls to action. Deliver assets to the relevant teams for finishing, tagging and flighting.

Content Distribution: Work with social media, internal communications, digital etc. to ensure campaigns are promoted and shared

Optimize Content: Upload content to the CMS to go-live and conduct A/B testing. Monitor the story Dashboard on a weekly basis and make recommendations to the team for optimizations, killing and extending content based on performance.

The candidate for this role will be located in New York City.

The candidate must have the ability to work in the US without current/future need for IBM sponsorship.

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Required Education

Bachelor's Degree

Employment Type


Preferred Education

Master's Degree