What are the responsibilities and job description for the Web Content Strategist position at Florida Southern College?
The Web Content Strategist structures, writes, and maintains digital content that helps prospective students and families easily find information and act, from exploring programs to applying. This role partners closely with the web team to implement content in the College’s CMS, maintain a regular refresh schedule, and ensure the site remains accurate, accessible, and aligned with enrollment goals. Success is measured by clarity, usability, and engagement.
ESSENTIAL FUNCTIONS
Content Strategy & User Experience
1. Plan, organize, and structure content to guide users through key journeys such as Request Info, Visit, Apply, and Deposit.
2. Apply information architecture principles to improve navigation, findability, and consistency across the site.
3. Collaborate with developers to ensure web content is implemented using approved templates and components that support accessibility and mobile responsiveness.
Content Creation & Messaging
1. Craft compelling, student-centered narratives that connect with target audiences including prospective students, parents, and counselors.
2. Write and edit clear, engaging copy for web pages, email campaigns, digital ads, and landing pages that support recruitment campaigns.
3. Ensure all messaging aligns with institutional brand voice and strategic priorities.
Content Maintenance & Web Refreshes
1. Maintain a regular schedule of web content reviews and updates to ensure accuracy, freshness, and alignment with recruitment priorities.
2. Partner with the web team to implement updates efficiently and within accessibility, SEO, and brand guidelines.
3. Conduct periodic audits of high-traffic recruitment and conversion pages to identify outdated information.
4. Track content requests and maintain an update log for visibility and workflow management.
5. Moderate and sign off on or suggest edits to content from distributed authors
Optimization & Analytics
1. Monitor content performance using tools such as Google Analytics and Tag Manager; identify insights to inform content improvements.
2. Apply SEO and accessibility best practices to enhance visibility and usability.
3. Interpret and use user behavior data such as user journeys, scroll maps, heat maps, etc.
4. Collaborate with marketing and admissions colleagues to test and refine content for conversion.
SECONDARY FUNCTIONS
1. Stay current with emerging trends in content strategy, UX/UI design, and digital marketing to keep the College at the forefront of recruitment communications.
2. Collaborate with external vendors to enhance content efforts, such as search campaigns and video projects, and maintain third-party profiles.
3. Collaborate with other internal offices to gather content and generate assets through interviews, meetings, and photo shoots.
4. Assist in developing training resources or guidelines to support content creation best practices within the Enrollment Communications team.
EDUCATION, WORK EXPERIENCE AND REQUIREMENTS
1. Bachelor’s degree in communications, marketing, journalism, or related field.
2. 3–5 years of professional experience in web content, digital marketing, or UX writing.
3. Experience working in higher education enrollment or marketing.
4. Demonstrated writing and editing skills with a portfolio of effective digital content.
5. Experience with a CMS and basic knowledge of HTML or structured content systems.
6. Knowledge of accessibility standards for digital content (e.g., WCAG/ADA compliance).
7. Familiarity with SEO fundamentals and Google Analytics/Tag Manager.
8. Strong organizational and project-management skills with attention to detail and deadlines.
Preferred Qualifications
1. Experience supporting or participating in a CMS migration or redesign, ideally with Modern Campus or a similar platform.
2. Understanding of component-based design systems, page templates, and structured content modeling.
3. Familiarity with content governance and brand-voice documentation.
4. Experience using web analytics and user behavior data to improve content performance.
Benefits:
- AD&D insurance
- Dental insurance
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Parental leave
- Retirement plan
- Vision insurance
Work Location: In person