Website Content Strategist

Job Description:

We believe in bold ideas, diverse perspectives, and the drive to transform knowledge into impact. Here, your curiosity fuels progress, your voice shapes innovation, and your ambition helps redefine what's possible within science and learning.

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.

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
• Use keyword and prompt insights provided by the Web Experience Optimization team to inform content planning
• 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

Content Governance & Enablement

• Partner with the digital marketing and web team, including UX, to co-develop page templates, content briefs, and structural guidelines
• Establish and maintain content governance standards across the site
• Serve as the strategic content resource for LoB marketers building campaign pages reviewing, advising, and course-correcting where needed
• Conduct regular content audits specific to brand/messaging/content assets across LoB-created pages
• Create enablement resources, guidance docs, onboarding materials, and intake processes

Cross-Functional Collaboration

• Partner with the Web Experience Optimization team to ensure content supports experimentation (A/B and multivariate testing) and personalization strategies
• Embed website strategy into broader campaign planning
• Act as the go-to resource for LoB marketing teams building campaign pages
• Partner with designers, developers, and stakeholders to ensure content is strategically placed and technically sound
• Work with the product marketing team on persona-based journey mapping
• Coordinate with brand, product marketing, and LoB teams to maintain alignment

Campaign & Content Integration

• Identify and act on strategic opportunities to use the website as a key campaign touchpoint
• Facilitate deployment of content assets from across the organization
• Maintain consistent messaging and user experience across the site
• Champion the website's role in inbound marketing internally

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 (DAM)
• 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

For more than 200 years, Wiley has transformed knowledge into discoveries that shape the world. Our global team of innovators, creators, and experts is driving what's next in science, education, and publishing.

This role is hybrid, based out of Wiley's Hoboken (HQ) NJ USA, Oxford GBR, or London (Fitzroy Square) GBR offices.