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. And because many Line of Business (LoB) marketers are actively building pages and campaign content across the site, a big part of this role is making sure that decentralized activity is coordinated, consistent, and strategically sound. This isn’t just about keeping the site tidy; it’s about making sure every page is doing real work.

Key Responsibilities

• Inbound Content Strategy & Management
  • Own the website content strategy with a clear inbound marketing lens ensuring content actively attracts, engages, and converts target audiences rather than just informing them
  • 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 particularly in high-intent areas of the site
• SEO & AEO Performance
  • Collaborate with the website team to implement SEO best practices across the site, with a focus on driving measurable organic traffic growth
  • Apply Answer Engine Optimization (AEO) principles across website content, structuring copy to be surfaced by AI-powered search tools
  • Track, analyze, and report on content performance, using insights to continuously optimize what’s working and fix what isn’t
  • Ensure content structure, placement, and formatting are all pulling in the same direction for search visibility with guidance from the Web Experience Optimization team
• Content Governance & Enablement
  • Partner with the digital marketing and web team, including UX, to co-develop page templates, content briefs, and structural guidelines that make it easy for LoB marketers to build campaign pages consistently and at scale (the web team owns the design and build; this role defines the content standards baked into them)
  • Establish and maintain content governance standards across the site, ensuring that decentralized page creation by LoB teams doesn’t come at the cost of brand alignment, or user experience
  • Serve as the strategic content resource for LoB marketers building campaign pages reviewing, advising, and course-correcting where needed
  • Create enablement resources, think guidance docs, onboarding materials, and intake processes, that help LoB teams understand and follow content best practices without needing to be hand-held every time
• Cross-Functional Collaboration
  • Partner with the Web Experience Optimization team to ensure content supports experimentation (A/B and multivariate testing), 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, not an afterthought
  • Provide briefs and guardrails so LoB teams can move fast while making sound choices
  • Work with designers, developers, and stakeholders to ensure content is strategically placed and technically sound
  • Champion the website’s role in inbound marketing internally, helping other teams understand how to best leverage it

Qualifications

• 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 a working familiarity with AEO concepts (answer optimization, structured content, AI search visibility)
• Experience working in decentralized content environments and comfortable setting standards and enabling others, not just executing yourself
• Demonstrated ability to develop and execute customer journey-informed content strategy, including topic clustering and pillar content approaches
• Experience working with content management systems (CMS) and digital asset management systems
• Analytical mindset who is comfortable using data to make decisions, report on performance, and optimize continuously
• Excellent project management, communication, and cross-functional collaboration skills
• Strategic thinker who can connect website content initiatives to broader marketing objectives and business outcomes