Web Content Strategist

Job Summary

Midland College is seeking a Web Content Strategist with expertise in marketing, SEO, AI-driven web content, and digital strategy to enhance the student journey and marketing funnel. This role will focus on optimizing the college’s web presence to attract, engage, and convert prospective students while improving retention through seamless user experiences. The ideal candidate will have a technical background, an understanding of digital marketing, and the ability to leverage AI and data-driven insights to enhance web content and conversion rates.

Essential Functions

Web Development & Optimization: Design, develop, and maintain the college’s website for optimal user experience and performance Ensure the website is mobile-friendly, secure, and accessible to all users Implement A/B testing and conversion rate optimization strategies to improve engagement Student Journey & Marketing Funnel Management: Map and optimize the digital student journey, from awareness to enrollment Develop web experiences that guide prospective students through the marketing funnel Create landing pages, forms, and calls-to-action designed to drive inquiries and applications Integrate website with CRM and marketing automation platforms to track student interactions SEO & Search Strategy: Implement SEO best practices to enhance organic search visibility Conduct keyword research and optimize web pages for search intent and user engagement Monitor analytics and adjust strategies based on performance data AI & Content Strategy: Leverage AI-driven tools to enhance content personalization and automation when appropriate Integrate AI-powered chatbots to assist prospective students and improve user engagement Stay updated on AI trends in web content and digital marketing Write and develop content for digital marketing campaigns Collaboration & Digital Marketing Support: Work closely with marketing, communications, and IT teams to align web strategy with institutional goals Support digital advertising campaigns with optimized landing pages and tracking mechanisms Utilize data insights to refine messaging and improve lead nurturing strategies Other duties as assigned

Physical Demands

Must be able to remain in a stationary position 50% of the time Must be able to sit or stand for long periods of time Occasionally moves boxes or paperwork weighing up to 25 pounds The person in this position needs to move to other locations on campus occasionally Repetitive use of a keyboard at a workstation Use of manual dexterity The person in this position frequently communicates with others; must be able to exchange accurate information The ability to see details of objects that are at a close range and see differences between colors, shades, and brightness Office environment

Required Qualifications

Bachelor’s degree in Marketing, Communications, Journalism, English, Web Design, Digital Media, or a related field 2+ years of experience in web development with a focus on SEO, search, and marketing strategy Strong analytical and problem-solving abilities Ability to work collaboratively across departments Excellent written and verbal communication skills and project management skills

Preferred Qualifications

Higher Education Experience – Understanding of the unique web needs of colleges, including recruitment, student services, and academic program pages Certifications in Web Content Strategy, Digital Marketing, SEO, UX Design, or Google Analytics