Content Strategist

Key Responsibilities

Content Strategy & Audit

• Conduct a comprehensive audit of existing website content to identify outdated, duplicated, unclear, or unnecessary information.
• Review existing website structure and recommend improvements to content organisation, hierarchy, and user journeys.
• Develop and maintain a clear content structure aligned with business objectives, user needs, and government digital service standards.
• Provide recommendations on information architecture and content flow where required.

Web Content Development

• Rewrite and refresh website content using clear, concise, and user-centred language.
• Produce high-quality web copy that is easy to understand, scan, and navigate.
• Apply plain-language principles to simplify complex or technical information for the intended audience.
• Ensure consistent tone of voice, terminology, messaging, and writing style across all website pages.
• Structure content appropriately for digital channels using headings, subheadings, lists, calls-to-action, and other web content conventions.

Accessibility & Inclusive Content

• Develop content in accordance with applicable WCAG 2.2 accessibility principles and web content best practices.
• Write meaningful and appropriate alternative text (alt text) for website images.
• Ensure headings and content structures follow a logical hierarchy that supports users of assistive technologies.
• Work with designers and developers to ensure content is implemented in an accessible and user-friendly manner.

SEO & Metadata

• Develop SEO-friendly website content while maintaining readability and accuracy.
• Prepare and/or provide input for:
• Page titles
• Meta descriptions
• Image alt text
• URL/page naming
• Open Graph/social sharing content
• Ensure content is structured to support search engine discoverability and overall website performance.

Content Governance & Quality

• Ensure all website content is accurate, consistent, current, and aligned with approved messaging.
• Proofread and edit content for grammar, spelling, readability, consistency, and factual accuracy.
• Maintain content documentation, inventories, style guides, and other relevant content assets where required.
• Incorporate stakeholder feedback and revise content throughout the review and approval process.
• Ensure final website copy accurately reflects approved content before launch.

Collaboration

• Work closely with UI/UX Designers, Web Developers/Software Engineers, QA, and business stakeholders throughout the website refresh.
• Collaborate with UI/UX teams to ensure content and design work effectively together.
• Provide content input during wireframing, information architecture, and page design activities.
• Participate in Agile ceremonies, sprint reviews, content reviews, and stakeholder discussions.
• Support developers during CMS implementation to ensure content, metadata, alt text, and page structures are implemented correctly.

Required Skills & Experience

• Relevant experience in Content Strategy, Web Content, UX Writing, Digital Content, or Copywriting.
• Demonstrated experience writing and restructuring content specifically for websites or digital platforms.
• Strong copywriting, editing, proofreading, and content organisation skills.
• Strong understanding of plain-language and user-centred writing principles.
• Experience conducting website content audits and developing content recommendations.
• Understanding of information architecture, content hierarchy, and user journeys.
• Knowledge of web accessibility and WCAG principles as they relate to digital content.
• Understanding of SEO and web metadata, including page titles, meta descriptions, headings, and alt text.
• Experience working with CMS platforms.
• Ability to collaborate effectively with UI/UX designers, developers, QA teams, and business stakeholders.
• Strong stakeholder communication and content presentation skills.

Preferred / Advantageous

• Experience working on Singapore Government websites or digital services.
• Familiarity with Singapore Government Digital Service Standards (DSS).
• Experience with GoWhere (WebSG) CMS or similar government CMS platforms.
• Experience developing content that meets WCAG 2.2 AA accessibility requirements.
• Experience working on large-scale website refresh, redesign, or content migration projects.
• Familiarity with Agile delivery environments.
• Experience producing content for public-facing or government-facing audiences.

Skills

Stakeholder Analysis, Website Content, Content Delivery, Title Design, maintaining quality documentation, Search Engine Optimisation (SEO), inputting information, style advice, Preparation, data consistency, Website Copy, Social Content, improve SEO, Proofreading, Metadata Management, Correcting spelling