The Content Marketing Manager is responsible for developing and executing high-quality, engaging, and brand-aligned content that supports First Mid's marketing objectives across digital and traditional platforms. This role collaborates closely with cross-functional teams including Marketing, Line of Business (LOB) stakeholders, and Compliance to deliver strategic content for financial services areas including banking, insurance, wealth management, and agriculture.
Responsibilities include, but are not limited to:
- Plan, create, and deliver multi-format content (ex- blogs, email campaigns, webinars, social media channels, webpages, and print collateral) that contributes to brand awareness, customer engagement, lead generation, and SEO performance.
- Develop messaging that reflects First Mid's brand voice and is tailored to target audiences across all stages of the customer journey.
- Research industry trends, audience behavior, and competitor content to inform strategy and maintain relevance.
- Partner with internal stakeholders (ex- LOB leaders, SMEs, compliance officers, designers) to align content with marketing campaigns and business priorities.
- Actively participate in content brainstorming sessions and creative planning meetings.
- Analyze content performance using analytics tools and provide insights to optimize future content. Adjust strategy based on KPIs such as SEO ranking, engagement, conversions, and social metrics.
- In partnership with marketing team and vendors, monitor brand mentions and online sentiment to inform and deliver content initiatives.
- Propose and utilize variety of content formats to enhance engagement (ex- videos, animations, podcasts, infographics, interactive content).
- Support content personalization efforts for different audience segments and buyer personas.
- Stay current with emerging trends in digital marketing, financial services, and content creation best practices.
- Managing the lifecycle and archival of content for compliance and auditing.
- Ensuring content meets accessibility standards, especially for web (WCAG) and digital assets.
- Possibly serve as a liaison between the marketing department and at least one business unit (TBD). Ensure marketing strategies are aligned with business line goals and provide support for product marketing planning. Maintain a high level of knowledge over this business line's products and solutions.
- Represent the company in community or industry events as needed.
- Other duties as assigned.
Qualifications
Education/Experience:
- Bachelor's degree in communications, marketing, journalism, English, or a related field.
- 5+ years of content creation or related experience, ideally within the financial services industry.
- Exceptional writing, editing, and storytelling skills with demonstrated portfolio.
- Knowledge of content management systems (CMS), and SEO analytics tools (ex- Google Analytics, SEMrush).
- Proficiency in Microsoft Office Suite; familiarity with design tools (ex- Canva, Adobe Creative Cloud) is a plus.
- Knowledge of SharePoint or similar platform preferred.
- Excellent organizational, time management, and project coordination skills.
- Ability to work independently and collaboratively in a fast-paced environment.
- Knowledge of AP Style and experience maintaining internal editorial style guides.
- Familiarity with audience segmentation and content personalization strategies.
- Experience working in a regulated industry or with compliance-sensitive content a plus.
- Experience with basic video creation and editing a plus.
First Mid Bancshares, Inc. is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, gender identity, sexual orientation, protected veteran status, or any other applicable federal or state-protected classification.
THIS JOB DESCRIPTION DOES NOT CONSTITUTE A CONTRACT FOR EMPLOYMENT
#LI-POST
|
First Mid Bank & Trust
Aug 26, 2025 