Digital Content Specialist

Why You Want To Work Here:

Our mission is to preserve, restore, and manage a historic estate with the utmost care while educating visitors and audiences worldwide about its significance. We aim to ensure that the values of character and leadership exemplified here continue to inspire and guide future generations.

Job Overview:

We’re seeking a highly-motivated individual who is passionate about digital communication and marketing to guide the direction of our website, which has more than 6 million users per year. The work of the Digital Content Specialist will be highly visible and will make a significant impact on our audience’s understanding of the organization. Reporting to the Marketing Manager, the Digital Content Specialist will create and update content on our website and other owned properties, including the employee intranet. This person will also help to digitally market visitation and should have a passion for online marketing and for driving results, which includes increasing sales for grounds passes and event tickets.

Primary Responsibilities:

Website Properties

• Write and update content for the website and other related properties. Content will include but is not limited to visitation information, events pages, history articles, and interactive features, such as timelines and quizzes.
• Manage website overlays using OptInMonster and built-in CMS tools.
• Update and maintain website event pages and calendar. Include compelling descriptions and images that convey the experience of the event.
• Liaison with Events, Historic Trades and other departments to collect needed information for their events, and guide them in the creation of their own website pages.
• Analyze Google Analytics reports and identify areas for improvement. Make Google Analytics and Looker Studio reports for stakeholders, as needed.
• A/B test proposed website pages and features to determine if they would achieve the desired goals. Guide staff in refining ideas for A/B tests.
• Participate in ongoing content audits and help to identify new content to be created and content to be improved or archived. Also suggest changes to the website architecture to improve the accessibility of our website content.
• Train and assist new website content authors.
• Guide the creation of the intranet, working with IT. Build out intranet content, train content authors, and ensure that information is easy to find.
• Work with our 3rd party web development team to resolve website issues. Assist in QA testing website changes and new features built by our website developers.

External Sites

• Increase visitation by posting events to external calendars, which includes writing copy, selecting images, and using tracking URLs to measure results.
• Manage profiles on tourism websites, including Virginia.org, Visit Alexandria, Destination D.C., and FXVA.com. Accurately portray the guest experience through copy and images.
• Manage Google Business pages. Update pages for changes in hours and closures.

Digital Signage

• Provide graphics for digital signage on the estate, especially for events
• Working with IT, troubleshoot issues with digital sign system

Qualifications:

• B.A. degree in Communications, Marketing, Museum Studies, or a related field
• At least two years relevant experience
• Superior writing and editing skills
• Knowledge of how to write content for the web
• Prior experience with a content management system; experience with Drupal is a plus
• Experience with Google Analytics and Google Tag Manager
• Ability to write HTML and CSS
• Excellent interpersonal skills and ability to interact with a wide variety of people, both internally and externally and at all levels of the organization
• Strong attention to detail and organizational skills
• Demonstrated ability to manage multiple tasks and prioritize without direct supervision
• Ability to adapt to changing priorities as new events and programs are added
• Strong analytical skills and the ability to focus on and track measurable goals
• Proficiency with Microsoft Office