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Key Responsibilities and Required Skills for Web Content Consultant

💰 $ - $

MarketingContent StrategySEOUXDigital

🎯 Role Definition

A Web Content Consultant advises organizations on creating, optimizing, governing, and measuring digital content across websites and web applications. This role combines content strategy, SEO, CMS expertise, editorial leadership, and analytics to improve findability, usability, conversion, and brand consistency. The Web Content Consultant partners with product managers, UX designers, marketers, engineers, and legal/compliance teams to design content models, implement content governance, and deliver measurable improvements to traffic, engagement, and conversions.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Content Writer / Content Editor with strong web experience
  • SEO Specialist or Digital Marketing Specialist
  • Digital Producer or Web Project Coordinator

Advancement To:

  • Senior Web Content Consultant / Lead Content Strategist
  • Content Strategy Manager or Head of Content
  • Digital Experience Manager / Director of Digital Marketing

Lateral Moves:

  • UX Writer / Content Designer
  • SEO Manager
  • Product Content Manager

Core Responsibilities

Primary Functions

  • Develop and execute holistic web content strategies that align with business goals, target audiences, SEO objectives, and conversion metrics; translate strategy into roadmaps, content models, and prioritized initiatives.
  • Audit existing website content end-to-end—structure, metadata, quality, SEO, performance—and deliver detailed migration and consolidation recommendations backed by traffic and engagement data.
  • Create and maintain content governance frameworks including editorial guidelines, tone and voice guides, metadata standards, taxonomy and tagging policies, version control and approval workflows to ensure brand consistency at scale.
  • Lead content migration and remediation projects: map content inventory, define canonical content, design redirects, and manage phased removal or consolidation to preserve SEO value and maintain usability.
  • Design and document content models for CMS implementations or upgrades (page templates, modules, content types, fields and relationships), working closely with information architects and developers to ensure implementation fidelity.
  • Optimize on-page SEO: keyword mapping, title and meta description optimization, structured data/schema markup recommendations, internal linking strategies, crawl budget optimization and XML sitemap management.
  • Collaborate with UX designers to craft user-centered content: microcopy, CTAs, landing page content, error messages, onboarding flows and multi-step forms that increase task completion and reduce friction.
  • Implement content personalization and segmentation strategies using analytics, customer data, and personalization tools to increase relevance and conversion rates across user journeys.
  • Apply accessibility (WCAG) standards to content: ensure semantic HTML, readable copy, descriptive alt text, keyboard navigability, and guidance for inclusive language and formatting.
  • Produce high-quality editorial deliverables: content briefs, sample pages, canonical copy, content templates, and review cycles with stakeholders to ensure timeliness and accuracy.
  • Define and implement content performance measurement frameworks: identify KPIs, configure tracking tags, set up dashboards (GA4, Looker Studio), and run cohort analyses to demonstrate impact and inform iterations.
  • Conduct SEO and content experiments (A/B or multivariate testing) with product and analytics teams; analyze results and scale successful variants to improve engagement and conversion.
  • Train and coach cross-functional teams—marketing, product, customer support, legal—on content best practices, CMS workflows, and SEO fundamentals to enable decentralized content production.
  • Manage stakeholder communications and executive reporting: present content recommendations, ROI projections, progress against KPIs and risk/issue escalations to senior leadership.
  • Lead vendor and agency relationships for content creation, translation, and technical SEO; define scopes of work, deliverable standards, and quality assurance processes.
  • Implement localization and internationalization content strategies: coordinate translation workflows, regional content governance, hreflang implementation and country-specific SEO tactics.
  • Create and maintain editorial calendars, coordinate content production schedules, and prioritize backlogs in partnership with product and marketing teams to meet campaign and product milestones.
  • Provide editorial oversight for legal, regulatory and brand compliance across web content; coordinate approvals and redlines with legal/compliance teams.
  • Develop playbooks for crisis communications and rapid content updates (e.g., outages, product recalls, policy changes) and train teams to execute them quickly.
  • Support technical SEO initiatives: crawl diagnostics, site speed/content delivery recommendations, canonicalization, pagination, and handling of dynamic content for search engine indexing.
  • Drive continuous improvement initiatives: synthesize user research, analytics, heatmaps and search data to recommend iterative updates that reduce bounce, improve time-on-page, and increase conversions.
  • Maintain up-to-date knowledge of search engine algorithm changes, content trends, CMS capabilities, and web standards; proactively recommend opportunities to capitalize on new features or channels.

Secondary Functions

  • Maintain and update content inventories and site maps as living documents to support ongoing governance and platform migrations.
  • Support editorial and contributor communities with templated content briefs, checklist-driven QA, and regular training sessions to raise baseline content quality.
  • Serve as the SME for CMS configuration related to content modeling, workflows, field-level controls, and localization settings.
  • Assist product and development teams in sprint refinement by translating content requirements into user stories, acceptance criteria, and sample copy.
  • Run periodic accessibility audits on content and coordinate remediation plans with front-end developers and designers.
  • Coordinate with analytics engineers to ensure content tagging taxonomy aligns with event tracking and reporting requirements.
  • Help define budgets and resource plans for content initiatives, including freelance/agency spend and tooling costs for SEO, analytics, and CMS extensions.
  • Participate in product discovery and user research sessions to ensure content hypotheses are validated with qualitative and quantitative insights.
  • Provide ad-hoc consulting for broader marketing or product initiatives that have substantial web content impact (campaigns, product launches, site redesigns).
  • Lead post-launch content retrospectives to capture lessons learned, update playbooks, and optimize team processes for future rollouts.

Required Skills & Competencies

Hard Skills (Technical)

  • Content Management Systems (CMS): expert-level experience with enterprise and headless CMS platforms (e.g., WordPress, Drupal, Sitecore, Adobe Experience Manager, Contentful) including templates, content types, workflows and migrations.
  • SEO tools and practices: practical proficiency with Google Search Console, Ahrefs, SEMrush, Moz, or Screaming Frog for keyword research, technical SEO audits, and link analysis.
  • Analytics and measurement: advanced working knowledge of Google Analytics (GA4), Looker Studio/Google Data Studio, and event-based measurement to define KPIs and build dashboards.
  • HTML and CSS fundamentals: ability to write/validate semantic HTML, understand markup implications for accessibility and SEO, and collaborate with front-end developers.
  • Structured data and schema markup: apply JSON-LD/schema.org for enhanced search listings and rich results.
  • Content modeling and taxonomy design: create content types, fields, relationships, and tagging strategies that support personalization, reuse, and search.
  • A/B testing and experimentation platforms: experience with Optimizely, Google Optimize (legacy), VWO or LaunchDarkly for content experiments and optimization.
  • Accessibility standards (WCAG): apply accessibility best practices in content creation and evaluate pages for compliance.
  • Content migration tooling: experience with CSV-based import/export, CMS-specific migration tools, and redirect management to preserve SEO equity.
  • Localization and international SEO: implement hreflang, coordinate translation workflows, and optimize content for regional search and cultural relevance.
  • Basic SQL or data query skills: able to pull content-performance datasets, run joins, and support analytics teams in ad-hoc reporting when necessary.
  • Project management tools: proficiency with Jira, Asana, Trello or similar for backlog management and sprint coordination.

Soft Skills

  • Exceptional written and verbal communication; strong editorial judgment and ability to write clear briefs and executive summaries.
  • Strategic thinking with a focus on measurable outcomes—capable of translating analytics into prioritized content recommendations.
  • Strong stakeholder management—able to influence cross-functional teams and negotiate scope and timelines.
  • Attention to detail and relentless quality orientation for copy, metadata, and governance artifacts.
  • Problem-solving mindset; comfortable working with ambiguity and breaking down complex content problems.
  • Facilitation and training skills to upskill teams and run cross-functional workshops or audits.
  • Time management and prioritization with demonstrated ability to manage multiple initiatives and deliver on deadlines.
  • Collaborative temperament and leadership by influence rather than direct authority.
  • Adaptability to evolving platforms, algorithms, and business needs.
  • Empathy for users and ability to synthesize qualitative and quantitative signals into better content experiences.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Communications, Journalism, Marketing, English, Information Science, Human-Computer Interaction, or related field.

Preferred Education:

  • Master’s degree in Digital Marketing, Communications, Information Architecture, or MBA with digital specialization.

Relevant Fields of Study:

  • Communications
  • Journalism
  • Marketing / Digital Marketing
  • Information Architecture / HCI
  • English / Technical Writing
  • Computer Science (for technical content roles)

Experience Requirements

Typical Experience Range:

  • 3–7 years of progressive experience in web content, content strategy, digital marketing, or SEO roles with demonstrable impact on site traffic, engagement, or conversions.

Preferred:

  • 5+ years working with enterprise CMS platforms, leading content migrations, and owning content strategy across multi-channel digital experiences. Proven track record of measurable SEO/content results and stakeholder leadership.
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