Content Strategist

We are seeking a results-driven, detail-oriented and creative Copywriter / Content Development Specialist to craft persuasive, user-centric content that drives service conversion.

This role plays a key part in motivating users – from jobseekers and fresh graduates to working professionals – to discover, adopt, and actively engage with our programs and services.

You will be responsible for developing clear, engaging, and action-oriented content that simplifies complex career-related topics and guides users through the conversion funnel, from initial awareness to meaningful adoption.

Your work will span various formats and channels, helping to shape the digital experience and inspire proactive career development among our diverse audience.

• Craft clear, concise, and persuasive copy tailored to diverse audiences.
• Adapt tone and messaging for digital platforms such as social media, eDMs, and online forums.
• Develop and maintain content strategies and editorial calendars aligned with brand voice and strategic goals.
• Simplify complex information without losing meaning.
• Experience in wide range of content formats, including short-form and long-form writing, quizzes, infographics, and more.

User-Centric Messaging & Conversion-Focused Copywriting

• Write compelling, action-driven content that drives user engagement, service sign-ups, and program participation.
• Craft clear calls-to-action (CTAs) that guide users effectively through awareness, consideration, and conversion stages.
• Ensure messaging is consistent, motivating, and aligned across all platforms.
• Leverage audience insights, personas, and feedback to tailor messaging that resonates and inspires action.
• Translate user pain-points and motivations into empathetic and actionable content.

SEO & Digital Marketing Alignment

• Apply SEO best practices to improve content discoverability and drive organic traffic.
• Familiarity with keyword research tools (e.g. SEMrush), and ability to incorporate keywords naturally into copy without compromising clarity and tone.
• Collaborate closely with digital marketing managers to align content with campaign goals and user acquisition strategies.

A/B Testing & Optimisation

• Work with UX/UI and optimisation manager to improve content performance.
• Use data-driven insights to refine messaging and structure for higher conversion.

Project & Stakeholder Management

• Manage multiple content projects concurrently, ensuring timely delivery without compromising quality.
• Adapt quickly to different content briefs and stakeholder needs.
• Coordinate with cross-functional teams including product managers, policy leads, and marketing stakeholders.

Technical & Tool Proficiency

• Proficient in content management systems (e.g. WordPress), basic HTML, Google Analytics, and keyword research tools.
• Bonus: Experience creating multimedia content (e.g. videos and podcasts).

Requirements:

• 3+ years of professional experience in copywriting, editorial content creation, or content marketing, preferably in a digital-first environment.
• Proven ability to create content that leads to user actions and/or service uptake.
• Familiarity with SEO best practices, digital marketing tools, and analytics platforms.
• Good analytical skills with ability to use insights to guide content optimisation.
• Portfolio showcasing a range of writing samples across digital formats.
• Experience in career guidance, workforce development, and/or public sector communications is a plus.
• Genuine interest in empowering individuals through career-related content and public service messaging.