Content Strategist

Content Strategist

We're looking for a Content Strategist to help grow and reach more Canadians through high-quality, data-driven sponsored content.

This is a mid-level individual contributor role reporting to the Senior Organic Growth Manager. You'll work closely with the Senior Director of Everyday Banking and Partnerships, the Partnerships Team, our partners, the Content Team, and other cross-functional stakeholders. The role sits at the intersection of content strategy, SEO, GEO, analytics, content creation, and distribution. You'll use performance data, search trends, audience insights, and emerging AI search data to identify opportunities, make recommendations, and execute content initiatives that drive organic growth.

As the Content Strategist dedicated to sponsored content, you'll work with the Partnerships Team and our partners to come up with content ideas and handle writing, distributing, and optimizing content across personal finance topics, including credit cards, banking, credit monitoring, and investing. You don't need to be an expert in every product area when you join, but you'll be expected to develop a strong working knowledge of our partners' products and the Canadian personal finance space over time, so you can create content that's accurate, relevant, and useful to consumers while meeting partner goals. You'll also support firmwide SEO and GEO initiatives.

Your goal is simple: use content, search, data, and distribution to bring more qualified traffic to Ratehub.ca and deliver strong results for our partners. You'll work across blogs, landing pages, sponsored emails, social content, short-form video, forums, and emerging search channels, with a focus on measurable organic growth.

Develop a data-driven content and SEO/GEO strategy

• Develop a strong understanding of Search Engine Optimization (SEO) and Generative Engine Optimization (GEO), and use SEO and AI Search Analytics platforms to monitor how Ratehub's sponsored content is appearing in traditional rankings and AI-generated answers.
• Use analytics, search data, audience insights, and content performance across both traditional and AI-powered search to identify opportunities.
• Analyze organic traffic, rankings, on-page engagement, conversions, and AI-search visibility (mentions and citations across LLMs and generative search platforms) to understand what's working and where there are opportunities to improve.
• Identify content gaps, high-value topics, and emerging search trends, including which topics, sources, and formats are being surfaced by AI search engines.
• Work with the Senior Organic Growth Manager and other stakeholders to turn analysis and recommendations into actionable content initiatives and help inform the broader SEO and GEO strategy.
• Support firmwide SEO and GEO initiatives alongside the Senior Organic Growth Manager.
• Stay up to date on changes in search, AI discovery, GEO best practices, and emerging search behaviours.

Create and optimize content

• Work with the Partnerships Team and our partners to come up with sponsored content ideas that meet partner goals and are genuinely useful to consumers.
• Develop and maintain a sponsored content calendar
• Write and produce unique, useful, and engaging content across multiple formats, including blog posts, sponsored emails, social content, forum posts, and short-form video scripts.
• Use content analysis, search data, and performance insights to create copy that addresses what consumers are actually searching for and helps them make informed financial decisions.
• Develop an understanding of our partners' products and the broader Canadian personal finance landscape, and manage partner review and approval rounds to make sure content is accurate and approved before it's published.
• Translate partner product information, key messaging, and expert input into clear, accessible, consumer-friendly content that's educational rather than salesy, bringing your own perspective on structure, messaging, search intent, format, and audience engagement.
• Refresh and rewrite existing sponsored content and landing pages to keep them accurate, relevant, competitive, and aligned with SEO and GEO best practices, using performance data to guide improvements.
• Use AI tools to assist with research, ideation, analysis, and content generation, and test and implement emerging AI content practices, while maintaining strong editorial standards, originality, accuracy, and Ratehub's brand voice.

Manage sponsored content distribution and reporting

• Write and build dedicated sponsored content emails, working with the Partnerships Team and partners to incorporate their messaging and goals.
• Support organic growth for sponsored content across Google Search, AI search, Reddit and other forums, social media, email, and short-form video, and develop recommendations for how content can be distributed to bring more qualified traffic to Ratehub.ca.
• Develop channel-specific distribution recommendations for sponsored content based on audience behaviour, search performance, AI citation patterns, and partner objectives, prioritizing the platforms and formats most likely to improve discoverability, engagement, and qualified traffic.
• Create and support timely social content across platforms, including Meta, TikTok, and LinkedIn, and participate in community engagement where appropriate, to support sponsored campaigns, organic content, and PR initiatives.
• Run paid social campaigns for sponsored content, including Meta ads and boosted Instagram posts for the purpose of driving traffic.
• Track sponsored content performance and prepare performance reports for partners as requested.
• Establish and monitor relevant performance indicators for sponsored content, including AI mentions and citations, share of voice, organic and referral traffic, engagement, and other agreed-upon partner objectives. Prepare performance reports for partners.
• Use performance insights to evaluate results and recommend improvements to future campaigns.

Publish and manage website content

• Edit, format, and publish content using WordPress, ensuring pages are accurate, optimized, and ready for publication.
• Work closely with the Editorial Team to ensure content meets Ratehub's editorial and brand standards.
• Collaborate with internal stakeholders on the prioritization and implementation of relevant CMS components, website functionality, and content updates.
• Identify opportunities to improve the content experience, and ensure users can easily find and engage with the information they need.

What We're Looking For

• 4–6 years of experience in content strategy, content marketing, SEO, digital publishing, or a related field.
• Strong analytical skills, with the ability to interpret performance data, identify patterns and opportunities, develop hypotheses, and translate findings into practical recommendations.
• Excellent writing and editing skills, with the ability to create content that is original, engaging, informative, and genuinely useful to consumers.
• Strong understanding of SEO, GEO and AI-powered search, with an interest in how LLMs are changing content discovery.
• Experience using analytics and SEO tools to analyze content and channel performance, and turn insights into actionable recommendations.
• Experience with tools such as Google Analytics, Google Search Console, SEO platforms, and/or AI Search Analytics platforms, with the ability to turn findings into actionable content and distribution recommendations.
• A strong understanding of how content, SEO, GEO, email, and distribution work together to drive measurable business results.
• A curious, analytical, and test-and-learn mindset, with a willingness to experiment with new content formats, AI tools, and emerging discovery channels.
• Strong research skills, and the ability to quickly develop expertise in a complex subject area.
• A demonstrated ability to take complex information from subject matter experts and turn it into clear, compelling, consumer-friendly content.
• A strong interest in the Canadian personal finance space, with the curiosity and drive to build expertise across financial products over time.
• Previous experience with WordPress or another CMS.
• Experience building and managing email campaigns or eblasts, including content selection, production, and publishing.
• Strong project management skills, with the ability to manage multiple priorities and meet deadlines.
• Excellent written and verbal communication skills.
• Experience with sponsored or branded content is an asset.

Culture Fit:

Members first - we prioritise the interests and needs of our members above all else. We solve member pain points and focus on member satisfaction. We start with members, and end with the P&L.

Growth mindset - we set ambitious goals and challenge the status quo. We take responsible risks and are accountable for our actions.

Better together - we are One team with One common goal. We make our footprint bigger than our foot, leave our egos at the door, support each other to achieve great results as One company.

Run after problems - we tackle problems head on and focus on finding solutions. Obstacles are seen as