Web Content Strategist

Title

Web Content Strategist

University Marketing and Communications

University Web and Digital Content

Exempt

$55,000 per year

2 E2

The Web Content Strategist leads efforts in content design, information architecture, and search optimization to drive student recruitment and retention. The role blends analytics, SEO copywriting, and innovation—including emerging AI optimization—to guide the website’s strategic and editorial direction, create compelling audience‑targeted content, and enhance engagement.

• In partnership with the web team, create the web content strategy and information architecture for new and existing University websites. Collaborate with the Director of University Web and Digital Content to determine priorities and align web and content strategies with the University’s broader digital communications and enrollment goals.
• Serve as a strategic consultant across the University, partnering with leaders and end users to develop effective web content strategies while maintaining standards for appearance and usability. Initiate consultations based on website reviews and independent assessment of SEO, accessibility, and usability opportunities.
• Ensure websites adhere to University branding and campaign initiatives, are consistent with University style and voice, and leverage web‑writing methodologies. Identify opportunities to repurpose and cross‑promote existing content throughout the University’s website and other relevant web properties.
• Conduct comprehensive website audits to identify opportunities for content optimization and SEO improvement. Research and implement strategic keywords to drive traffic and increase conversions, analyze competitor approaches, and track key performance metrics, providing analytical reports and guidance.
• Work within the University’s Content Management System (CMS) to develop, build, edit, and implement websites and strategies. Produce graphics and edit photos for use in related digital communication projects. Stay current on best practices and emerging trends in AI and SEO optimization, content strategies, and analytic tools.
• Lead the ongoing quality assurance (QA) process for the university website, ensuring content accuracy, relevance, and compliance with accessibility standards and functionality across all user environments.
• Examine emerging trends in AI, SEO, and digital marketing; recommend proactive strategies to keep USI competitive in search and serve as a resource to staff on structuring content for both human and machine audiences.
• Work on multiple projects simultaneously, respond to shifting priorities, and meet project deadlines within time constraints.
• Serve as the primary point of contact for content editors, offering one‑on‑one support and group instruction. Communicate complex technical concepts effectively to faculty and staff with varying technical proficiency to ensure successful web publishing.
• Perform additional duties as assigned.

• Bachelor’s degree required or an equivalent combination of education and experience sufficient to perform the essential functions of the job.
• Minimum two years’ experience in marketing or communications required; three or more years preferred; higher education experience preferred.
• Proficiency in performing regular content audits, media migration, resolving broken links, removing outdated content, and maintaining web‑based information authenticity.
• Strong writing and editing skills for digital platforms, ensuring optimal tone, clarity, and user experience. Capable of transforming complex academic content into accessible and compelling narratives for diverse audiences.
• Experience with digital content strategy, SEO best practices, keyword research, and a fundamental understanding of analytical data and goal conversions.
• Competency in Google Analytics 4, Tag Manager, and other analytics platforms to assess engagement, monitor conversions, and provide actionable, data‑driven recommendations. Ability to develop dashboards and reports for leadership that demonstrate content performance.