Website Content Strategist

About the Role:

We’re looking for a Website Content Strategist who gets that a great website isn’t just a brochure but it’s actually a growth engine. The person will own setting the strategic direction for content across our website, turning it into a true inbound marketing channel that attracts the right audiences, moves them through the funnel, and keeps them coming back. You’ll sit at the intersection of content, SEO, and campaign strategy orchestrating what gets published, where it lives, and how it performs.

• Own the website content strategy with a clear inbound marketing lens to actively attract, engage, and convert target audiences.
• Develop and maintain website content architecture, including topic clusters and pillar content frameworks that drive organic discovery and support the full customer journey.
• Manage a comprehensive content calendar integrating assets from brand, LoB, and creative studio teams.
• Collaborate with the Web Experience Optimization team on cross‑linking strategies that maximize content visibility, improve site authority, and guide users toward conversion.
• Identify content gaps and coordinate with the right teams to fill them, especially in high‑intent areas of the site.
• Collaborate with the website team to implement SEO best practices across the site to drive measurable organic traffic growth.
• Use keyword and prompt insights to inform content planning and apply Answer Engine Optimization (AEO) principles across website content.
• Track, analyze, and report on content performance, using insights to continuously optimise what’s working and fix what isn’t.
• Ensure content structure, placement, and formatting align with search visibility guidelines.
• Partner with digital marketing, UX, and web teams to define content governance standards and develop templates, briefs, and guidelines that enable LoB marketers to build campaign pages consistently.
• Establish and maintain content governance standards across the site, ensuring decentralized page creation by LoB teams does not compromise brand alignment or user experience.
• Provide strategic content guidance to LoB marketers, reviewing and advising campaign page builds, and conducting regular content audits to surface gaps and performance issues.
• Create enablement resources such as guidance documents, onboarding materials, and intake processes to help LoB teams follow best practices independently.
• Partner with the Web Experience Optimization team to ensure content supports experimentation, personalization strategies, and is informed by performance insights across audience segments.
• Embed website strategy into broader campaign planning so the site is an active participant in marketing initiatives.
• Serve as the go‑to resource for LoB marketing teams, providing briefs and guardrails that balance speed with sound content choices.
• Collaborate with designers, developers, and stakeholders to ensure content is strategically placed and technically sound.
• Work with the product marketing team on persona‑based journey mapping to sharpen content distribution and relevance.
• Coordinate with brand, product marketing, and LoB teams to maintain alignment and a coherent content experience across the site.
• Identify and act on strategic opportunities to use the website as a key campaign touchpoint, not just a landing destination.
• Facilitate deployment of content assets from across the organization to the appropriate audience.
• Maintain consistent messaging and user experience across the site.
• Champion the website’s role in inbound marketing internally, helping other teams understand how to best leverage the site.

• Proven experience in website content strategy, content operations, or digital marketing with a demonstrated focus on inbound or organic growth.
• Strong understanding of SEO best practices and familiarity with AEO concepts (answer optimization, structured content, AI search visibility).
• Experience working in decentralized content environments, setting standards and enabling others.
• Demonstrated ability to develop and execute customer‑journey‑informed content strategy, including topic clustering and pillar content approaches.
• Experience…