DescriptionAbout the Role
We're looking for a curious, efficient, and community-minded Digital Content Producer to create, package, and distribute content across digital platforms-including website, app, social media, and video channels.
The Digital Content Producer consistently turns stories into engaging, platform-native experiences, with vertical video playing a central role in how content reaches and connects with audiences.
This role ensures that content is timely, engaging, platform-appropriate, and aligned with brand standards, while helping grow audience reach and deepen engagement.
The Digital Content Producer is a key driver of the organization's real-time digital presence, working closely with producers, reporters, and audience teams to bring stories to life beyond the broadcast.
This role operates within a "liquid content" model, where a single story is developed and extended across platforms-including website, social, video, and emerging channels-to maximize audience reach and engagement.
This role is ideal for a journalist who thrives in a breaking-news environment, understands digital storytelling, and knows how to connect with audiences online.
Core Focus- Deliver high-quality, audience-first content across platforms
- Lead creation of vertical video for social platforms
- Execute "one story, many platforms" storytelling
- Optimize content for engagement, reach, and performance
Key Responsibilities:
- Report, write, and publish original news, features, and enterprise stories for digital platforms (4-5) per week, length varies)
- Execute "one story, many platforms" content strategy
- Supply data, infographics and self-recorded style video materials for other social channels such as TikTok, Instagram and YouTube Shorts (~2x per week)
- Conduct interviews (in person, phone, email, video) and develop sources
- Support News Director and Executive Producer on breaking news coverage as needed
- Monitor social media, community tips, public records, and local events for story ideas
- Support posting on Facebook and X/threads channels, including responding to comments from audience on information, accuracy and details of brand's reported stories
- Use analytics to understand what audiences read and adjust coverage accordingly
- Update and correct stories as new information becomes available, including new stories by other staff reporters and journalists
- Work evenings, weekends, or on-call shifts as needed for breaking news support
- Support Audience Development Director on website functionality and design
Qualifications:
- Bachelor's degree in journalism or related field
- 5+ years of written reporting experience
- Strong news judgment and ability to meet tight deadlines
- Excellent writing, editing, and fact-checking skills
- Experience publishing in a CMS (WordPress, Arc, etc.)
- Comfortable using social media for reporting/promoting stories
- Basic photo/video and multimedia skills preferred
- Knowledge of AP style and media law/ethics
- Comfortable writing longer-form stories for larger features
Skills:
- Strong written skills
- Passion for storytelling, and investigative reporting/getting the public information they need in an easy to understand format
- Comfortable with analytics tools (Google Analytics, Chartbeat, etc.)
- Ability to tell stories in a video format (comfortable on camera)
- Comfortable reaching out to contacts for quotes and follow up
- Strong ability to discern what requires a full write-up, video, or a simple social update
- Comfortable in both verbal (social) and written reporting
- Experience with YouTube a plus
As the only digital-first content-producer on the team, this role is perfect for a journalist who can manage their work independently and is looking to build out a digital-first strategy for a traditional broadcast business. This candidate should be able to report to the Traverse City office location ~ 3 days a week, hours and start time are flexible based on breaking and story coverage needs. Some weekend work is required. Qualified candidates will be asked to submit writing samples and samples of social or video reporting.