Content Writer

The objective of the role is to build, manage, and continuously optimise content that strengthens organic visibility, engages target audiences, supports marketing objectives, and contributes to measurable business outcomes.

Key Responsibilities

• Work with marketing and business teams to understand campaign objectives, product priorities, target audiences, and expected business outcomes before developing content.
• Research learner profiles, audience behaviour, products, academic offerings, competitors, industry trends, and relevant topics to develop accurate and market-relevant content.
• Own end-to-end content development across websites, landing pages, blogs, articles, email campaigns, banners, social media, and other digital marketing assets.
• Develop long-form and short-form content aligned with the intended audience, communication objective, content format, and stage of the user journey.
• Translate complex academic, product, and business information into clear, engaging, credible, and audience-friendly content.
• Develop SEO-focused content based on keyword opportunities, search intent, topic relevance, content gaps, and organic growth objectives.
• Apply on-page SEO principles including keyword placement, content structure, headings, metadata, internal linking, readability, and search intent alignment.
• Support off-page SEO initiatives through content contributions, outreach content, link-building requirements, and other assigned organic growth activities.
• Identify content gaps and opportunities by analysing existing website content, search trends, competitor content, keyword performance, and user behaviour.
• Review and optimise existing content to improve search visibility, engagement, relevance, readability, and conversion performance.
• Develop conversion-focused copy that supports measurable business actions such as registrations, applications, enquiries, learner engagement, and fee payments.
• Ensure every content asset has a clear purpose, target audience, communication objective, and desired user action.
• Work closely with academic teams, marketing managers, designers, SEO teams, and other stakeholders to validate information and ensure content accuracy and relevance.
• Maintain consistency in brand voice, terminology, messaging, editorial standards, and communication quality across all channels.
• Validate factual accuracy, particularly for academic programmes, university information, products, processes, and learner-facing communication.
• Use content performance data and stakeholder feedback to identify what is working, what requires improvement, and where content strategy needs to evolve.
• Maintain content calendars, track assigned deliverables, and ensure timely completion of content requirements with minimal follow-up and rework.
• Build a strong understanding of the organisations products, learner journey, brand positioning, and business model to progressively improve content quality and effectiveness.
• Experiment with new content formats, tools, AI-assisted content workflows, and content optimisation approaches while maintaining quality and editorial control.
• Continuously improve content processes, standards, and workflows to increase content quality, efficiency, scalability, and business impact.

Requirements

• Bachelor s degree in Marketing, Communications, Journalism, English, or a related field.
• 2-3 years of professional experience in content writing, preferably in EdTech, higher education, digital marketing, or related sectors.
• Strong written communication and editorial skills with excellent command of English.
• Strong research, information synthesis, and content structuring ability.
• Good understanding of digital marketing concepts, audience engagement, and content marketing.
• Working knowledge of SEO principles, keyword research, search intent, on-page optimisation, and content performance (or strong inclination to learn) .
• Ability to understand and translate complex academic, product, and business information into clear, engaging, and credible content.
• Analytical mindset with the ability to use content performance data and insights to identify improvement opportunities.
• Strong attention to accuracy, consistency, grammar, readability, and detail.
• Ability to maintain brand voice, messaging, and editorial standards across different content formats and channels.
• Good coordination and stakeholder management skills, with the ability to work effectiv…