Strategic Writer

The Strategic Writer will serve as the primary content architect for the college’s marketing and enrollment initiatives. This role is responsible for developing compelling, conversion-focused content across multiple channels to drive student enrollment and support campus-wide storytelling. The Strategic Writer will manage the editorial style guide, craft key messages and calls-to-action (CTAs), and ensure consistency of voice across all marketing materials.

Duties/Responsibilities

Content Strategy & Governance (20%)

• Update and maintain the Editorial Style Guide to ensure brand voice consistency across all platforms.

• Document and update key messages, CTAs, and value propositions for enrollment campaigns and campus initiatives.

• Create and manage audience personas (first-year, transfer, out-of-state, parents, non-traditional learners).

Web & Digital Content (20%)

• Rewrite and optimize program pages for clarity, outcomes, and conversion (SEO and CRO best practices)

• Collaborate with the Digital Media Strategist on landing page content for campaigns.

Email Marketing (10%)

• Write email sequences for inquiry nurture, application completion, admitted student yield, parent communications, and transfer/adult learner streams.

• Ensure tone and messaging align with audience needs and campaign goals.

Social Media & Advertising (10%)

• Craft social media captions and short-form content for Instagram, TikTok, Facebook, and LinkedIn.

• Write advertising copy for paid search, display, and social campaigns.

• Partner with the Digital Media Strategist and Graphic Designer to test and optimize ad messaging.

Video & Storytelling (10%)

• Develop video and story telling scripts for student profiles, faculty features, and campus life videos.

• Collaborate with the Photographer/Videographer to ensure narrative alignment and engagement.

Content Creation & Repurposing (30%)

• Produce blogs, articles, and feature stories for web and alumni magazine with recruitment value.

• Apply the Capture Once, Distribute Many (CODM) approach to repurpose content across channels (social, email, web, ads, print).

Requirements

Minimum Acceptable Education & Experience:

• Bachelor’s degree in Marketing, Communications, Journalism, or related field.

• 3+ years of experience in content strategy, copywriting, or editorial roles.

• Strong portfolio demonstrating multi-channel writing (web, email, social, ads).

• Familiarity with SEO, CRO, and digital marketing best practices.

• Experience with email automation platforms and social media management tools.

• Exceptional attention to detail and ability to manage multiple projects under tight deadlines.

Knowledge, Skills & Abilities:

• Strategic Thinking: Ability to align content with enrollment goals and institutional priorities.

• Storytelling: Skilled in crafting narratives that resonate with diverse audiences.

• Technical Writing: Comfortable writing for web, email, and advertising formats.

• Collaboration: Works effectively with designers, videographers, and digital strategists.

• Data-Driven: Uses performance metrics to refine messaging and improve conversion.

Preferred Qualifications:

• Experience working in a higher education or non-profit environment. 

Applicant Instructions

Applicants should be prepared to upload the following documents when applying online within the My Experience: Resume/CV section of the application: (Maximum of 5 Documents - If more than 5 documents are required, upload additional documents within the "Application Questions" section.)

• Resume/CV

• Cover Letter

• Contact Information for 3 Professional References

• Samples of your marketing writing

Applications that are missing any of the required items may not move forward for consideration.  Additional uploaded documents not requested in the position announcement will not be reviewed.

This position is part of the Keene State College Staff Association (KSCSA).

Keene State College is located in the scenic Monadnock region of Southwest New Hampshire and is an affiliate of the Universi