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Editorial and Content Director

Twin Cities Public Television/Next Avenue

Editorial and Content Director
tpt/Next Avenue

Position Summary

Next Avenue is the leading public media initiative addressing the needs of the growing and influential audience of Americans 50+. Produced out of Twin Cities Public Television (tpt), at the core is a website, nextavenue.org, designed to inspire America’s booming 50+ generation to live the most meaningful and vibrant life possible.

We are seeking an Editorial and Content Director to establish a new content development process and oversee all of Next Avenue’s multimedia content creation, voice, and distribution channels. The Editorial and Content Director will have a clear understanding of the audience’s information needs, how they want to consume it, and how to create and distribute that content accordingly. He/she will shape Next Avenue’s content experience in a way that achieves mission, impact and business objectives.

The Editorial and Content Director will lead a team of producers and outside journalists and experts to create content that delivers and extends the impact of the established Next Avenue voice across multiple platforms including the website, e-newsletters, ebooks, television and more. To achieve mission, impact and business goals, he/she will collaborate closely with tpt leadership and Next Avenue business development and marketing teams, as well as interactive media and production departments.

WEBSITE CONTENT AND OPERATIONS

Lead the efficient creation, curation, packaging and posting of all content on nextavenue.org, which will include an effective range of targeted articles, blogs, special sections, videos, graphics, tools, interactive features and more. Increase impact by extending distribution through e-newsletters, ebooks, and more.

• Drive the daily flow of editorial content to meet both traffic and engagement goals.
• Conceive, shape and edit content that is aligned with the Next Avenue brand in terms of style, quality and voice.
• Ensure all content is optimized for search, shareability and onsite flow.
• Leverage the existing library of video content, articles and blogs on the site by resurfacing and updating content.
• Monitor site analytics to inform content creation and presentation.
• Maintain relationships with content and media partners.
• Collaborate with interactive media and marketing staff on site developments and improvements to assure an ideal user experience, conducting ongoing usability tests to gauge site effectiveness.
• Collaborate with marketing staff and content partners to extend distribution, awareness and impact of site content through e-newsletters, social media, media partners, and more.
• Contribute to the site; write articles and blogs as time allows.

REVENUE AND BUSINESS DEVELOPMENT

Work with leadership and staff to help execute Next Avenue’s business plan by supporting revenue opportunities, fundraising requirements and sponsorship sales programs.

• Collaborate with business development to develop and fulfill the requirements of sponsorship, syndication, foundation and other revenue-building proposals including creating custom content, syndicating content, developing on-site features and landing pages, and collecting site user insights.
• Participate in developing and maintaining an efficient content syndication system and process.
• Oversee development of Next Avenue products including ebooks.
• Manage content budget and always seek efficiencies.

STRATEGY AND LEADERSHIP

• Develop and lead an efficient content development plan to meet organizational goals and requirements.
• Manage Next Avenue content staff and tpt project staff.
• Participate in strategic and business planning that sets a sustainable course for our organization.
• Manage internal relationships with key leaders in content and revenue to support alignment with tpt goals and resources.
• Continually monitor industry trends, forecast their impact on Next Avenue strategies and communicate to Next Avenue and tpt leadership, Board and staff regularly. Conduct periodic competitive audits.
• Represent Next Avenue in the public television system and in the public sector, or instance by attending and participating in meetings and conferences and answering press queries.

Success Criteria

• Traffic and engagement metrics
• Positive brand recognition and growing awareness
• Customer feedback and survey data
• Expansion into new products and services
• Achieve financial targets (expense budgets)
• Sustainability and revenue goals

Skills Required

• Proven track record of editorial leadership and multimedia strategy.
• Demonstrated expertise in guiding and developing multi-media content including articles, blogs, video, graphics, photography, and slideshows.
• The ability to lead, inspire and manage a network of creative personnel and content creators.
• Impeccable instincts for creating timely, sticky, sharable content.
• Skill at long-form content creation, real-time (immediate) content creation, curation, commissioning and content packaging and distribution.
• The ability to understand what the audience needs to know and how they want to consume it.
• A passion for new technology tools and usage of those tools.
• SEO expertise.
• Experience and success in a highly collaborative environment and working cross-departmentally.
• Adept and networking, collaboration and establishing and managing strong relationships.
• Fluency in web analytics tools, social media marketing applications and leading social media monitoring platforms.
• A willingness to take direction well, embrace change and to adapt strategies on the fly.
• Comfort level with acting as the company’s spokesman and advocate via media appearances, interviews, sales calls, trade shows, etc.

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