Rebecca has been practicing content strategy long before content strategy had a name. She began planning and developing content for Northwestern Memorial Hospital in 1999 to help patients find health information, physicians and educational resources. She managed and mentored a team of three content specialists to provide the right information at the right time to the right audience.
Advancing Content Strategy Career
Rebecca moved on to the agency life to work with and learn from a team of user experience, visual designers and technical developers to provide exceptional content strategies for clients, from planning to development to governance to SEO. As an Associate Director of Content Strategy for Manifest Digital, then Rightpoint, Rebecca’s most rewarding responsibilities was working with her team of content strategist to help them develop their professional goals and improve upon the content strategy process.
Focusing on Educating Others
As a hiring manager, Rebecca witnessed an increased demand for content strategists within her agency and throughout the digital world. However, the supply of content strategists was low. It was during this time that Scott Winterroth, Content Academy’s co-founder, sent an email to his followers requesting instructors. Rebecca responded without hesitation. In October 2015, Rebecca and Scott decided to partner to build a community of content strategists, digital marketers, bloggers and WordPress developers to provide career training classes and continuous learning workshops.
Content Strategy & Marketing
- Healthcare Marketing
- Content Marketing
- Content Strategy
- Content Governance/Management
- Content Strategy & Content Marketing Instructor
Lead copywriter for nmh.org
- Oversaw copywriters for nmh.org and with agency projects
- Wrote copy to guide users through an online insurance quote form
- Currently write website and email communications copy for Figure Skate Chicago Skating School
Business Development & Branding
Worked with Figure Skate Chicago founder to build awareness of skating school
- Promoted Figure Skate Chicago to various news outlets and was able to get on a segment for 190North – see segment on figureskatechicago.com/in-the-news
- Developed member email campaigns to build relationships and keep members up-to-date on figure skating news
- Developed ecommerce strategy for program registration and team jacket purchases online
- Corporate Wellness & Exercise Physiologist Professional
- Health Educator
In the News
Quoted in DMConfidential.com about Content Marketing (2013):
A report from Econsultancy and Outbrain found that 90 percent of digital marketing professionals expect content marketing to become even more important in 2013. However, only 38 percent of in-house marketers and 13 percent of agencies have a content marketing strategy in place, an indication that many marketers and brands have just been dipping their toes in the water up until now.
Marketers and companies that want to get a better grip of content marketing, especially as a key strategy in 2013, would be wise to start by understanding exactly what it is. To that end, we spoke with a handful of experts who offer their explanations of what content marketing is.
Rebecca Steurer, associate director of content strategy at Manifest Digital:
“Content marketing is beyond building awareness. It is a method that provides an opportunity for businesses to inform, engage and build relationships with consumers by providing information that consumers want, and giving consumers the opportunity to provide their thoughts and feedback. Today’s consumer is more informed than ever. They are constantly looking for useful information to help them make educated decisions regarding which services and products to buy. A content marketing strategy can be created to provide the information for which they are searching.”