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• Conduct a comprehensive audit of existing website content to identify outdated, duplicated, unclear, or unnecessary information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

Requirements:

• 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 Qualifications:

• 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