Lead Content Editor

4 weeks ago

Edinburgh, United Kingdom Scottish Government Full time

Overview:
Reporting to the Senior Digital Manager, the Lead Content Editor for Brand Scotland has overview of content on Scotland.org - Scotland’s official gateway platform for the global marketing of Scotland as a nation.

The lead editor’s role is to create a unique point of differentiation online and reinforce a strong national identity to ensure that Scotland can more effectively compete and stand out in a global marketplace. This includes driving awareness and reputation of Scotland as a dynamic, fair and inclusive destination in which to work, live, study, visit and do business.

Through a unified online presence and a consistent tone of voice, this role works to engage our audience and push Scotland further up the consideration list among defined audiences.

The editor works proactively with stakeholders and partners to elevate our brand and reinforce Scotland’s proposition and values. Applicants must have the ability to understand the needs of Policy and Ministers, to recognise where marketing can be utilised as one of the levers to meet those needs and to devise effective marketing solutions, in partnership with wider Public Sector partners.

**Pay Supplement**

**Responsibilities**:

- Develop and implement a content strategy to engage with target audiences internationally, to have a positive impact on Scotland's overall reputation.
- Design, oversee and implement an innovative and effective content marketing plan that will drive traffic from specific target audiences to the website, via different channels (SEO, PPC, Social media).
- Play an active role in policy engagement within Scottish Government to ensure content proposals are in line with policy priorities and factually accurate.
- Oversee the development of content created by stakeholders and colleagues in Brand Scotland, as well as external partners, to ensure topicality, accuracy of information as well as consistent style and tone of voice.
- Briefing and management of a digital agency for website improvements, digital development and creative work for Scotland.org and Scotland.cn
- Provide insight, intelligence and analytics to colleagues and ensure evaluation measures are an integral part of planning.
- Ensure all digital content and the overall strategy supports and compliments overall Scottish Government objectives, working with colleagues in the wider team.
- Curate and produce landing page layouts as appropriate for article/page format (campaign landing pages, static, news/features, long form, etc).
- Upload content to the CMS, adhering to style guide and ensuring best practice in terms of SEO.
- Provide digital campaign support to campaign managers, as required.

**Competencies**

Communications and Engagement

Self Awareness

Improving Performance

Analysis and Use of Evidence

**Specialist Communications Competencies**

Communications:

- Insight
- Ideas
- Implementation
- Impact

Essential Criteria & Qualifications:
No specific qualifications required.

**Essential Criteria**

1. Proven experience of content writing for digital in a communications or marketing role, demonstrating creative ability and with experience in utilising research and insight in content planning, and monitoring performance and evaluation.

2. Experience working on large scale marketing or communications projects involving a range of different partners, agencies and stakeholders.

3. Experience in setting objectives and performance in digital evaluation with the ability to translate data into actionable audience-driven insight.

4. Technologically capable with working knowledge of Google analytics and/or other analytics platforms, SEO principles and practice, content management systems (CMS), and project management platforms/tools.

**Additional Information**

You will be expected to remain in post for a minimum of three years unless successful at gaining promotion to a higher Band or Grade.

You

**Minimum Time in Post**

**Additional Information**

Person Specification

**As part of any recruitment process, Scottish Government and associated public bodies collects and processes personal data relating to job applicants and applicants for public appointments.**

**Personal information you provide in the recruitment process will be made available to Scottish Government and our additional data processors.

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