Web Content Designer

About the Role

The Digital Website Content Writer will work closely with our cross-functional project team focused on building and improving the State of Connecticut’s websites and digital assets. Your work will involve assessing customer needs and creating high impact content for web pages, digital applications, chatbots, user guides, and other customer-facing assets. An ideal candidate should know content inside and out – how to structure it, how to write it, how to apply it in user-focused page design, and how to track its effectiveness. You must be an expert copywriter who knows how to communicate user benefits over features. And you must also show a high level of mastery of content taxonomy, SEO, service design, and optimizing customer journeys.  

You will need to have a deep understanding of our audience and be able to clearly communicate how your content will address their needs. In addition, the candidate should show a command of modern content standards, and be able to clearly communicate content issues and solutions to various levels of stakeholders. 

Experiences Required for This Role

Website Content Writing – At least 3 years of measurable experience in the following:
•    Developing modern content for large websites with multiple departments and sizable portfolios of services, informational assets, and applications 
•    Creating high level content strategies that focus on logical taxonomies, streamlined user journeys, and human-focused design
•    Planning for the discovery, analysis, segmenting, creation, delivery, tracking, and governance of content
•    Aligning content with business goals, stakeholder objectives, and user needs
•    Inventorying and auditing of content on a local or enterprise level
•    Copywriting – a high proficiency in writing for real people and motivating them to action
•    Conducting in-depth research on industry-related topics to develop original content and optimize current content
•    Creating high quality content pieces that can also be used for content marketing needs, including advertising, social media, and email campaigns
•    Editing content and proofreading material for errors and inconsistencies

SEO and analytics – At least 3 years of experience with the following:
•    Conducting keyword research, developing SEO strategies, and using industry best practices to increase SERP results and build traffic to content
•    Practicing both technical and on-page SEO methodologies to help build Google’s “EAT” objectives 
•    Developing high-impact KPIs and tracking the measurable success of content
•    Using customer research and site analytics to prove that content is meeting user needs

Content Lifecycle Governance – At least 3 years of experience and use cases with the following:
•    Defining customers’ needs and identifying content gaps that prevent successful digital experiences
•    Optimizing and categorizing content to align with a service-oriented information architecture
•    Working with subject matter experts to write clear text in plain language that achieves defined goals
•    Reviewing and improving existing content for accuracy, legibility, accessibility, and compliance with State Content Guidelines
•    Structuring content in ways that customers are used to, and knowing the difference between features and benefits
•    Setting up governance models that support the maintenance of content after publishing

Knowledge, Skills, and Ability

Website Writing and Content Management
•    Knowledge of Sitecore or a comparable CMS
•    Content creation for websites
•    Expert copywriting and editing skills
•    Content marketing
•    SEO and analytics 
•    Knowledge/experience with project management tools (Microsoft Office Suite, Teams, Jira)
•    Effective communication skills
•    High emotional intelligence

High Functioning in Complex Situations
•    Ability to distill complex concepts into simple ideas
•    Deadline-driven and able to handle simultaneous tasks, using prioritization models and team communication tools
•    Comfort in suggesting better strategies or pointing out risks in current development efforts
•    Dependable, organized, and equally able to work independently as well as in cross-functional team environments

Team Player
•    Supporting teammates’ skills and behaviors through development and delivery
•    Communication and collaboration with multiple departments and stakeholders
•    Creative and analytical thinking with strong problem-solving skills
•    Judgment in dealing effectively and diplomatically with government staff
•    Ability to maintain strict confidentiality

Preferred Skills & Qualifications

Other Desirable Skills
•    Proficient in Sitecore 10.2
•    Bachelor's degree in UX, Web Design, Communications, Marketing, English, Journalism, or related field
•    3 years of website content writing for a company or institution in a full-time role with defined project-driven goals
•    Proficient in Digital content standards and plain language guidelines
•    Experience with chatbots, search consoles, and helpdesk services
•    Proficiency with content tools, especially development, inventory/auditing, and SEO tools
•    A portfolio of published online content
•    Industry certification in a field-related discipline
•    1 year of experience using customer relationship management platforms such as Salesforce
•    1 year of experience using Google Analytics (preferable GA4)
•    1 year of experience using data dashboard software like Power Bi