Content Strategy Analyst (Public Communications Specialist)

Appalachian State University

Appalachian State University, in North Carolina’s Blue Ridge Mountains, prepares students to lead purposeful lives as global citizens who understand and engage their responsibilities in creating a sustainable future for all. The transformational Appalachian experience promotes a spirit of inclusion that brings people together in inspiring ways to acquire and create knowledge, to grow holistically, to act with passion and determination, and embrace diversity and difference. As one of 17 campuses in the University of North Carolina system, Appalachian enrolls about 19,000 students, has a low student-to-faculty ratio and offers more than 150 undergraduate and graduate majors.

Position Details

Content Strategy Analyst (Public Communications Specialist)
North Carolina
Boone, NC

Essential Job Functions:

The Content Strategy Analyst is responsible for:

  • Developing ROI measurement strategy for top-level university created unpaid content development.
  • Working with Assistant Marketing Director for Strategy & Analytics to develop, test and measure key communications messages with university constituents. Present results to university stakeholders as needed; recommend changes in content, programming, and communication strategies as a result of the findings.
  • Assisting interactive design/web communications team by conducting usability studies with end users to test new mobile and web browser-based products, designs, and user interfaces, including analyzing results and working with the development team to drive improvements.
  • Developing and implement content push strategy and schedule for content, video and podcast products.
  • Working with Media Relations Specialist to evaluate and track open rates, click-throughs, and other measures for news release distribution methods.
  • Defining workflow processes for visualizing, tracking and reporting individual and team capacity.
  • Developing systems for UComm team to improve work tracking, increase efficiencies, support a culture of continuous improvement and self-accountability.
  • Acting as performance improvement adviser for business-related initiatives.
  • Defining and analyze complex workflows to develop and implement solutions that reduce complexity and add efficiency.
  • Participating in emergency education and training exercises for University Communications.
  • Advising management on prioritization of work based on university’s strategic goals, ROI, industry trends, and audience needs and preferences.
  • Advising on the development of integrated communication plans to align with client goals.
  • Serving as a member of the university social media team.

Minimum Qualifications:

  • Bachelor’s degree in a discipline related to the area of assignment; or equivalent combination of training and experience. All degrees must be received from appropriately accredited institutions. 
  • Special Note: This is a generalized representation of positions in this class and is not intended to reflect essential functions per ADA. Examples of competencies are typical of the majority of positions, but may not be applicable to all positions.

Knowledge, Skills, & Abilities Required for this Position:

  • A thorough understanding of industry standards and best practices regarding development and implementation of content management strategy. 
  • Advanced presentation skills. 
  • Ability to balance the needs of multiple stakeholders. 
  • Strong attention to detail, ability to work independently and manage multiple priorities in a fast-paced environment. 
  • Excellent interpersonal skills and experience in developing relationships with key community stakeholders. 
  • Ability to work proactively. 
  • Strong command of and ability to implement technical solutions to increase team productivity and efficiency. 
  • Thorough understanding of and experience implementing productivity-enhancing technology solutions in an in-house communications firm environment.

Preferred qualifications include:

  • Bachelor’s Degree in public information or education-related field; 7-10 years of demonstrated experience working to implement communication plans in the education sector or other not-for-profit sectors. 
  • A thorough understanding of the needs of a busy in-house communications team. 
  • Basic understanding of HTML for content/structure/SEO in page construction. 
  • Extensive experience developing and building key relationships within a community.

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