Content Strategist - web content

Overview

Content Strategist

Tampa – University of Tampa

Position Details

Content Strategist – Office of Marketing and Communications.

Reports to:

Manager of Content Strategy.

The Content Strategist is responsible for the strategy, quality, and performance of the University of Tampa's web content ecosystem. Reporting to the Manager of Content Strategy, this role serves as the university's lead practitioner for user-centered, web-first content—ensuring that digital experiences are clear, discoverable, accessible, and aligned with institutional priorities and brand messaging.

This position translates brand narrative and campaign direction into effective digital execution, owning how content functions across the website to support enrollment, reputation, and engagement goals. The Content Strategist develops and optimizes web copy while also shaping content models, page structures, and standards that improve usability, consistency, and conversion. The role applies SEO, accessibility, UX principles, and analytics insights to continuously improve content effectiveness across priority audiences.

Beyond writing and editing, the Content Strategist operates as a strategic advisor on web content performance—using data to identify gaps, recommend improvements, and inform prioritization. Success is measured not by volume of content produced, but by improvements in clarity, engagement, organic visibility, and conversion across UTampa's digital presence.

• Web Content Strategy and Execution:
  Write, edit, and publish high-quality, audience-focused web content aligned with institutional priorities and brand standards.
• Develop landing pages, program descriptions, and priority web content optimized for readability, engagement, and conversion.
• Apply consistent tone, structure, and voice across all UTampa web pages.
• Content Models and Digital Governance:
  Define and maintain content models for key page types (e.g., academic programs, admissions pathways, institutional priorities).
• Support consistent information architecture and taxonomy within the CMS.
• Conduct regular content audits to ensure accuracy, relevance, and accessibility compliance.
• Support content migrations, QA testing, and ongoing site optimization efforts.
• SEO, Accessibility, and Performance Optimization:
  Execute on-page SEO strategy in alignment with institutional priorities and guidance from Digital Strategy leadership.
• Conduct keyword research and performance analysis using Bright Edge and Google Analytics 4.
• Optimize metadata, headings, internal linking, and structured content.
• Ensure web content meets WCAG 2.1 AA accessibility standards.
• Analytics and Continuous Improvement:
  Monitor content performance and user behavior to identify opportunities for improvement.
• Translate analytics insights into actionable recommendations for content updates and prioritization.
• Share performance findings with the Manager of Content Strategy and digital partners to inform planning.
• Collaboration and Campus Partnership:
  Collaborate with Digital Strategy, Creative, Editorial, Enrollment, and Academic partners to support campaigns and initiatives.
• Align web content with paid media, email, and social referral strategies.
• Provide guidance and training to campus partners on writing for the web, SEO, and accessibility best practices.
• May mentor student contributors or interns supporting web content projects.

• Bachelor's degree in communications, journalism, marketing, digital media, or a related field.
• Three to five years of experience creating and optimizing web content.
• Exceptional writing and editing skills with a strong understanding of digital best practices.
• Experience with enterprise CMS platforms (Adobe Experience Manager preferred).
• Working knowledge of SEO, UX principles, analytics, and accessibility standards.
• Strong organizational skills and ability to manage multiple projects and deadlines.

• Improved clarity, engagement, and conversion across priority web pages.
• Growth in organic search visibility and performance.
• Consistent adherence to brand voice, accessibility, and content standards.
• Positive feedback from campus partners regarding…