Website Content Strategy Intern - University of Scranton

The University of Scranton’s Office of Marketing Communications Office offers two annual internships in website content strategy. They can be renewed each year until the student graduates.

The intern works directly with the Web Content Strategist on small and large projects within the University's web content management system.

What the Intern Will Learn

· How to use our web content management system to edit existing webpages and create new pages.

· How to write in a way that attracts our target audience

· The importance of the reading level of a webpage, how to measure the reading level and how to adjust the writing to fit the reading level of our target audience

· How to design webpages (using the various graphic features available in our content management system) in a way that will capture viewers’ attention and keep them on the page

· How to determine the top tasks of a webpage (the top things that viewers are hoping to gain from / accomplish on the page)

· Best practices in web writing, web design and web accessibility

· Search engine optimization – the importance of keywords, tags and SEO descriptions that help drive traffic to University webpages

· An overview of Google Analytics and how we use it to measure things like top performing pages, broken links, audience demographics and audience behavior (e.g. the average length of time people staying on a particular page)

Duties and Responsibilities

· Adding keywords and SEO descriptions to webpages

· Auditing folders and pages in the CMS to locate and help resolve issues like broken links and outdated content by:

o Fixing broken links

o Unpublishing outdated content from the website

· Organizing assets such as photos and documents to ensure they are in the appropriate folders in the system

· Assisting the web content strategist with such tasks as uploading photos and pdf documents to the CMS, and entering approved content on webpages

· Assisting the web content strategist with various projects as needed

Learning Outcomes

· The intern will eventually be able to take approved content provided by an academic department and use our writing/editing/design process to create a draft webpage to submit to the web content strategist. The content strategist will review and edit the work

and if it gets the approval of the content strategist, marketing director, and the academic department chair, the intern’s page will be published.

· The intern will eventually know the content management system well enough to able to help work on support tickets submitted to the CMS Service Desk. (CMS users across campus submit requests for help when they are having problems with any number of things on their website – e.g., creating and embedding links, using the design features in the system, re-sizing a photo, publishing a page, editing the navigation bar, etc.)

Preferred Skills

· Previous writing or marketing experience

· Some experience working with websites (e.g., WordPress, Cascade CMS, or other web platform)

· Students in the following majors are preferred:

o marketing

o communications

o journalism

o advertising / public relations

o social media strategies

o entrepreneurship

· Preferred class year: sophomore or junior, but seniors are also accepted

NOTE: Applicants should have at least one faculty recommendation.

For more information, or to submit resume and cover letter, please email kristin.durkin@scranton.edu.