Strategic Storyteller
Position Profile
Major Administrative Unit: University Communications
Division: Marketing and Digital Strategy
Department: Integrated Communications and Strategic Partnerships
Team: Content Strategy and Creative
Job Title: Strategic Storyteller
Job Classification: Communications Manager II, APA 14
Overview
As a strategic storyteller in University Communications, you'll collaborate with other creative team members and channel strategists to develop content that builds MSU’s brand by communicating its mission, values and key priorities to external and internal audiences. You will play a crucial role in shaping people’s perceptions of MSU and contribute to advancing a compelling narrative that promotes the university’s strengths, achievements, contributions and impact on people and communities. Within strategy frameworks, you will seek and develop ideas for short- and long-form content. You may contribute to content development ranging from written to visual to audio of various types (i.e., feature stories, articles, social posts, marketing materials, advertising copy and video/photo/audio storytelling) focusing on owned, social and paid channels. You will develop and write stories that resonate with specific audiences and help adapt these for multichannel content marketing. You will coordinate with PR colleagues on content ideas with earned media potential. You’ll regularly access and review data and analytics to understand audience preferences and content performance and incorporate insights and learnings to shape future tactics, working with colleagues to improve content performance and deepen audience connection.
About University Communications
University Communications increases awareness of and appreciation for Michigan State University, its people and its impact as a leading public research university, builds trust and inspires connection to cultivate support and make MSU a preferred choice.
Characteristic Duties and Responsibilities
Content Development/Writing/Editing
- Helps shape MSU’s overall brand narrative through ongoing content development
- Tailors and adapts content to different audiences, channels and platforms
- Generates stories/content pieces on a regular basis that advance strategic goals and drive performance, covering stories with high relevance to priority audiences
- Translates complex topics into audience-friendly, engaging stories and general content while also ensuring all information is represented accurately
- Writes about a wide variety of topics to help shape perceptions of MSU and drive outcomes with key audiences, including those that:
- Elevates reputation through content about academic excellence, research impact and discoveries
- Builds affinity and pride among all Spartans through content about our excellence as well as about MSU’s values and purpose and the traditions and common characteristics that define the Spartan experience
- Drives preference among prospects and their families through recruitment content that helps differentiate MSU from other universities as well as highlights
our student experience and supportive environment
- Builds trust in MSU through content about our leadership, operations and strategy as well as helps shape content supporting a community that is safe, diverse, equitable and inclusive
- Creates in-depth stories of cross-college collaborations and multiunit initiatives that advance strategic priorities
- Produces stories/content on a regular basis for publication/distribution
- Follows good SEO practices in writing to help grow audience and enhance content discoverability and performance
- Identifies and interviews students, faculty, staff, alumni and other sources for stories
- Recommends and helps coordinate visual/multimedia elements to accompany content. May include capturing content using smartphone technology; working with story subjects to identify visuals; and collaborating with editors, visual storytellers, designers and social media strategists to take content from concept to final execution
- Coordinates content creation, including strategic briefs, writing and collaboration with designers, photographers/videographers and editors while meeting deadlines
- Works with subjects of stories and other stakeholders to ensure content is approved prior to publication/distribution
- Writes copy for marketing materials such as landing pages, print advertising, social and display advertising, collateral and email
- Ensures expert quality control and adherence to AP style
Collaboration and Leadership
- Works collaboratively and flexibly with other colleagues in University Communications and in units across campus, facilitating joint content efforts, collaborative storytelling, coordinated messaging and cohesive brand experience
- Collaborates with strategic content team to develop institutional-level, multichannel strategies to drive content reach, consumption and engagement across multiple channels
- Works with strategic content team on selection, planning, creation and production of stories gathered through campus sources that position MSU as a leading global public research university through fresh and engaging content
- Coordinates with PR colleagues on content ideas with earned media potential
- Collaborates with executive and DEI communications partners to shape stories to support MSU’s DEI values as well as build trust in the university
- Works with digital marketing specialists and channel strategists to create content that drives action such as increasing subscribers or driving traffic to content
- Works on multiple projects at one time, ensuring seamless execution and quality control
Strategic Content Planning
- Exercises sharp editorial judgment to identify and ideate brand-aligned content/story ideas that help shape audience perceptions and drive University Communications’ strategies focused on brand, content, channels and audiences
- Develops relationships with a wide network of faculty and staff, including communications colleagues across MSU, to serve as sources for story ideas
- Contributes to the upkeep of a detailed editorial calendar to organize story flow and ensure the ability to leverage relevance and trends
- Contributes to annual strategic content planning and regular content brainstorming
- Keeps a pulse on content trends, attends conferences to stay current on industry best practices and provides recommendations on how to apply learnings to MSU’s content strategy to ensure relevant and breakthrough communications
Data and Analytics
- Regularly accesses and reviews data and analytics to understand how content performs; incorporates insights and learnings to help shape future tactics and content
- Works with members of the content and analytics teams to improve content performance
Unit Specific Education/Experience/Skills
The job requires:
- Knowledge equivalent to that which normally would be acquired by completing a bachelor’s degree program in journalism, marketing, advertising, public relations, English or related field that prepared individual to communicate effectively with diverse audiences
- Three to five years of related and progressively more responsible or expansive work experience in a professional writing field and the ability to comprehend research and academic writing and “translate” it effectively for different audiences, including the general public, depending on the distribution channel
- Keen editorial judgement and proven track record of identifying and producing stories with demonstrated (through audience metrics) appeal to target audience
- Experience translating, with the highest regard for accuracy, complex topics and research into accessible, concise, creative and relevant content for a public audience
- Excellent writing, interview, research and editing skills, with proficient knowledge of Associated Press style
- Proficiency in word processing software, Microsoft Office
- Or an equivalent combination of education and experience
Desired Qualifications
- Bachelor’s degree in journalism, marketing, advertising, public relations, English or related field
- Five to seven years of related and progressively more responsible or expansive work experience in public relations, journalism or content marketing
- Experience developing cross-channel content
- Experience developing engaging content for social media channels
- Proven ability to develop quality content that grabs attention, stimulates discussion and is relevant and emotionally engaging
- A proven “team player” mentality ready for a fast-paced marketing communications environment; flexible, collaborative, positive
- A solid understanding of how brand storytelling interacts with the larger integrated marketing and communications network (earned, paid, owned, and shared)
- Experience with marketing communications including writing for advertising, email and landing pages to drive action
- Experience with visual storytelling through photos, videos, animations, infographics, etc.
- Experience working in a fast-paced, deadline-driven environment
- Excellent verbal and presentation skills; can deliver content in a compelling, confident, professional and poised manner
- Excellent interpersonal skills
- Strong leadership and accountability; can work under minimal supervision; highly productive and can manage multiple projects simultaneously
- Experience with and demonstrated ability to learn new content management systems and content marketing platforms
Required Application Materials
To assure full consideration, please apply online at careers.msu.edu by August 13. The posting is No. 968446.
Applications must include:
- Cover letter
- Resume
- 3 Professional References
- Writing Sample
Equal Employment Opportunity Statement
All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, citizenship, disability or protected veteran status.
Remote Work Statement
University Communications supports a hybrid schedule allowing for both in-office and remote work opportunities. Our in-office time is used primarily for team meetings along with formal and informal collaboration. We support our employees to do their best work by providing technology to support both remote collaboration and in-office collaboration, as well as intentional strategies to foster a positive work culture. Remote work and hybrid schedules are reviewed annually and may be subject to change based on the needs of the organization.
About MSU/East Lansing
Michigan State University is situated on a beautiful, park-like campus, close to major metropolitan centers, with outlying research facilities and natural areas and a proud land-grant heritage. The campus is located in East Lansing and adjacent to the capital city of Lansing, with a diverse population of approximately 450,000. Local communities have excellent school systems and place a high value on education. The campus has nearly 5,500 faculty and academic staff, more than 6,300 support staff, and more than 50,000 students. MSU is an equal-opportunity employer committed to supporting and actively increasing diversity in all areas of campus. MSU is proactive in exploring opportunities for employment of dual-career couples, both inside and outside the university. Information about MSU’s dual-career support can be found at https://worklife.msu.edu/your-career/dual-career/.