Website Content Strategist- Children's Hospital of Richmond at VCU
VCU Health, Richmond, VA, United States
The Website Content Strategist is responsible for managing web content strategy and content development for digital marketing efforts at Children’s hospital of Richmond at VCU. Duties include writing website content, managing SEO/SEM, updating the website on a regular basis, analyzing data to drive performance, collaborating with digital partners and managing CHoR’s overall online presence. The position will ultimately drive meaningful traffic and engagements on CHoR’s website and digital properties. The successful candidate will be a strong writer with digital experience who can work effectively as a member of an integrated marketing team, collaborate with the VCU Health digital team and work closely with providers, clinicians and researchers across CHoR.
Essential Job Statements
Create website content to effectively market VCU Health services and providers.
Work with Web manager to optimize website performance and create larger more complex content and web pages or sections.
Utilize tools and digital analytics to monitor and improve website performance with SEO optimizations such as enhanced metadata, keyword research, improved internal linking, image size corrections, etc.
Organize, plan, and schedule website content in support of marketing and cross‑department projects.
Contribute to new digital offerings, including tools, design changes, and content changes to increase lead generation opportunities.
Partner closely with internal and external digital partners, IT and VCU for the introduction and development of new vcuhealth.org initiatives.
Work with marketing, communications and public relations teams to develop and maintain websites (VCUHS, CHoR, Massey, etc.) and consistently update web content for various partners.
Manage VCU Health provider and location data across platforms to be consistent and accurate on website, Google listings, VCU Wayfinding app, and other third‑party sites.
Manage website projects independently.
Create training materials and deliver training to CMS users and other content contributors across the Health System.
Employment Qualifications
Required Education: Bachelor’s degree in communications, marketing, public relations, web administration, computer science/information systems, business.
Minimum Qualifications
Minimum of three years of experience demonstrating knowledge of web site structure, user experience (UX), web accessibility standards, industry trends and best practices for large‑scale, high‑traffic websites; experience with CMS; SEO tools such as SEMRush, Moz, Brightedge; basic HTML and CSS in a CMS environment; project management and organizational skills; ability to manage multiple projects simultaneously; strong communication skills; experience with Google My Business.
Experience Preferred
Experience measuring, analyzing, and optimizing website performance using analytic tools; experience with TerminalFour or similar enterprise CMS; high standards of visual design; analytical skills with GA4, heat mapping, etc.; experience with Google My Business and online listing management.
Knowledge, Skills & Abilities
Basic UX and web programming/coding skills; understanding of design in web user experience; CMS experience with TerminalFour; HTML source code manipulation; project management; organizational skills; use of Google Workspace and Microsoft Office 365; analytical skills with GA4, heat mapping; knowledge of digital communications.
Independent action required: N/A. Supervisory responsibilities: N/A.
Working Conditions
Periods of high stress and fluctuating workloads may occur. General office environment with possible interruptions.
Physical Requirements
Lifting/Carrying 0‑50 lbs.; Push/Pull 0‑50 lbs.; Sitting, walking, standing; manual dexterity and eye/hand coordination; color vision; acuity – far and near.
Mental/Sensory – Emotional
Strong recall, reasoning, problem solving, hearing, clear speaking, legible writing, reading, logical thinking. Emotional: fast‑paced environment, steady pace, ability to handle multiple priorities, adapt to frequent change.
EEO Employer/Disabled/Protected Veteran/41 CFR 60‑1.4.
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Essential Job Statements
Create website content to effectively market VCU Health services and providers.
Work with Web manager to optimize website performance and create larger more complex content and web pages or sections.
Utilize tools and digital analytics to monitor and improve website performance with SEO optimizations such as enhanced metadata, keyword research, improved internal linking, image size corrections, etc.
Organize, plan, and schedule website content in support of marketing and cross‑department projects.
Contribute to new digital offerings, including tools, design changes, and content changes to increase lead generation opportunities.
Partner closely with internal and external digital partners, IT and VCU for the introduction and development of new vcuhealth.org initiatives.
Work with marketing, communications and public relations teams to develop and maintain websites (VCUHS, CHoR, Massey, etc.) and consistently update web content for various partners.
Manage VCU Health provider and location data across platforms to be consistent and accurate on website, Google listings, VCU Wayfinding app, and other third‑party sites.
Manage website projects independently.
Create training materials and deliver training to CMS users and other content contributors across the Health System.
Employment Qualifications
Required Education: Bachelor’s degree in communications, marketing, public relations, web administration, computer science/information systems, business.
Minimum Qualifications
Minimum of three years of experience demonstrating knowledge of web site structure, user experience (UX), web accessibility standards, industry trends and best practices for large‑scale, high‑traffic websites; experience with CMS; SEO tools such as SEMRush, Moz, Brightedge; basic HTML and CSS in a CMS environment; project management and organizational skills; ability to manage multiple projects simultaneously; strong communication skills; experience with Google My Business.
Experience Preferred
Experience measuring, analyzing, and optimizing website performance using analytic tools; experience with TerminalFour or similar enterprise CMS; high standards of visual design; analytical skills with GA4, heat mapping, etc.; experience with Google My Business and online listing management.
Knowledge, Skills & Abilities
Basic UX and web programming/coding skills; understanding of design in web user experience; CMS experience with TerminalFour; HTML source code manipulation; project management; organizational skills; use of Google Workspace and Microsoft Office 365; analytical skills with GA4, heat mapping; knowledge of digital communications.
Independent action required: N/A. Supervisory responsibilities: N/A.
Working Conditions
Periods of high stress and fluctuating workloads may occur. General office environment with possible interruptions.
Physical Requirements
Lifting/Carrying 0‑50 lbs.; Push/Pull 0‑50 lbs.; Sitting, walking, standing; manual dexterity and eye/hand coordination; color vision; acuity – far and near.
Mental/Sensory – Emotional
Strong recall, reasoning, problem solving, hearing, clear speaking, legible writing, reading, logical thinking. Emotional: fast‑paced environment, steady pace, ability to handle multiple priorities, adapt to frequent change.
EEO Employer/Disabled/Protected Veteran/41 CFR 60‑1.4.
#J-18808-Ljbffr