Website Content Specialist

Macmillan Publishers

Major responsibilities include, but are not limited to:

Website Content Development & Optimization

• Create, edit, and publish high-quality, engaging, and conversion-optimized website content across product pages, landing pages, resource hubs, and campaign-driven destinations.
• Ensure all website copy aligns with brand voice, positioning, and accessibility standards.
• Optimize content for both human readers and search engines using SEO and GEO best practices, including metadata, header structure, internal linking, and keyword integration.
• Coordinate with International marketing team to ensure its website is appropriately updated to reflect applicable product releases, marketing campaigns, and larger company and brand initiatives.

Content Performance & Conversion Optimization

• Collaborate with the SEO & Generative Optimization Strategist to continuously test and refine page content to improve engagement, reduce bounce rates, and drive conversion.
• Execute A/B tests on headlines, CTAs, and content layouts to identify high-performing variations.
• Analyze content performance data using tools like Google Analytics, Hotjar, SEM Rush, and Mentionlytics to identify opportunities for improvement.
• Collaborate with the SEO & Generative Optimization Strategist to implement content practices that enhance visibility in AI-powered platforms (e.g., ChatGPT, Google SGE, Perplexity).
• Structure content in a way that promotes AI summarization, accurate extraction, and featured inclusion in generative search environments.

Collaboration with Marketing Stakeholders:

• Translate campaign briefs, product launches, and strategic initiatives into website content experiences that support lead generation and brand awareness goals.
• Work closely with Campaign Strategy, Product Marketing, and Experiential Marketing, and Field Marketing to align content with the full-funnel buyer journey.
• Advise Campaign Strategy on how to ensure PPC landing pages are optimized for ad quality scores, relevance, and post-click engagement.

Manage Website Content Documentation & Governance Processes

• Maintain the editorial calendar for key Platform and company webpages including updates, launches, and audits in coordination with campaign and content teams.
• Ensure content accuracy, compliance (e.g., legal or regulatory), and freshness across all site sections.
• Maintain consistency in content hierarchy, tone, formatting, and UX across all pages.
• Maintain documentation for page templates, publishing workflows, and content governance standards.
• Proactively identify and recommend process improvements to streamline collaboration and content delivery timelines.