Content Specialists: Shaping Digital Experiences with the Right Words
In today's digital world, great content does more than fill a page — it guides, informs, and inspires action.
Content Specialists are the experts who plan, create, structure, and optimise content so that it’s not only engaging but also easy for audiences to find, read, and act upon.
Here’s what you need to know about what Content Specialists do and why they are critical to every successful digital experience.
What Does a Content Specialist Do?
A Content Specialist develops and manages written material for websites, apps, social media, marketing campaigns, and more.
Their role goes beyond writing — they ensure that content is strategically structured, accessible, aligned with brand voice, optimised for SEO, and tailored to meet user needs.
Content Specialists often collaborate closely with UX designers, SEO experts, marketers, and developers to ensure that content enhances the overall user experience.
Types of Content Specialists
Digital Content Specialists
Focus on creating and managing content for websites, mobile apps, and digital platforms.
Optimise content structure for SEO, usability, and accessibility (WCAG compliance).
Work with CMS systems to publish and manage digital content at scale.
Typical outputs: Web page content, landing pages, online help guides, intranet content.
Content Strategists
Develop content frameworks, governance models, and editorial guidelines to ensure consistent messaging across platforms.
Map content to the user journey and business goals.
Audit and analyse existing content for improvements.
Typical outputs: Content strategies, editorial calendars, tone of voice guidelines, content audits.
Content Writers
Write clear, engaging, brand-aligned copy for various channels, from websites to social media.
Conduct audience research and adapt tone and messaging to different platforms.
Focus on clarity, consistency, SEO performance, and accessibility.
Typical outputs: Blog articles, thought leadership pieces, social media posts, case studies, product descriptions.
Qualifications Needed for a Content Specialist
Most Content Specialists hold a degree in:
Communications
Journalism
Marketing
Media Studies
English
or a related field.
Additional training in SEO, accessibility (WCAG), content design, or UX writing is highly regarded, especially for roles in government and corporate sectors.
Key Responsibilities
Planning, creating, editing, and publishing content across digital platforms.
Structuring content logically for ease of navigation and usability.
Ensuring content meets SEO best practices and accessibility standards.
Collaborating with marketing, UX, SEO, design, and technical teams.
Conducting audits to maintain content quality, accuracy, and relevance.
Analysing performance metrics to inform content improvements.
Tools and Technology Content Specialists Use
Content Specialists typically work with:
Content Management Systems (CMS): WordPress, Drupal, Squiz Matrix, Sitecore, HubSpot.
Writing and editing tools: Microsoft Word, Google Docs, Grammarly, Hemingway App.
SEO tools: SEMrush, Ahrefs, Moz, Google Search Console, Yoast SEO.
Project management and collaboration platforms: Trello, Asana, Jira, Slack.
Accessibility checking tools: WAVE, axe Accessibility Checker.
Experience with user research tools (such as Hotjar or Optimal Workshop) and basic HTML knowledge can also be beneficial.