Web Content Manager

Content Specialist/Manager (Legal Marketing)

Department: Marketing & Business Development

Reports To: Director of Marketing & Communications

Location: Los Angeles

Employment Status: Exempt

1. Position Summary

The Content Specialist/ Manager is responsible for overseeing the firm's digital content strategy and execution across all online channels. This role will oversee the creation, management, optimization, and governance of content that supports the firm's brand, thought leadership, client development, attorney visibility and business objectives.

The ideal candidate combines strong legal or professional services marketing experience with exceptional editorial skills, digital marketing expertise and a data-driven approach to content performance. This individual will collaborate closely with business development professionals and practices to develop compelling content that strengthens the firm's market presence and drives engagement.

1. Key Responsibilities

Content Strategy & Planning

• Develop and execute a comprehensive firm-wide content strategy aligned with business development and marketing goals.
• Create and maintain an editorial calendar across all digital platforms.
• Identify content opportunities that support practice groups, industry teams, attorney insights and firm initiatives.
• Ensure consistency of brand voice, messaging and editorial standards across all digital assets.

1. Digital Content Management

• Manage all content published on the firm's website, social media channels, blogs and podcasts.
• Oversee the creation and editing of:
• Attorney biographies
• Practice and industry descriptions
• Client alerts
• Articles and blogs
• Award announcements
• Case studies and success stories
• Event and webinar content
• Maintain content accuracy, compliance and quality control across digital channels.

1. SEO, GEO & Digital Visibility

• Lead the firm's search visibility strategy across traditional search engines and emerging AI-powered search platforms.
• Develop and implement SEO (Search Engine Optimization) and GEO (Generative Engine Optimization) strategies to maximize the discoverability of the firm's content in both search engine results and AI-generated responses.
• Optimize website content, attorney biographies, practice descriptions, thought leadership, FAQs and knowledge resources for search and generative AI platforms.
• Establish content structures and metadata that improve citation, authority and relevance within AI-driven search experiences.
• Monitor emerging trends in AI search, generative engines and content discoverability, providing recommendations to maintain the firm's competitive advantage.
• Partner with attorneys to develop authoritative content that demonstrates expertise, experience, authority and trustworthiness.
• Collaborate with web development team to implement technical SEO and structured data enhancements.

4. Social Media & Content Distribution

• Develop content distribution plans across LinkedIn and other relevant platforms.
• Collaborate with marketing team members to maximize content reach and engagement.

1. Analytics & Reporting

• Monitor website, blog and social media performance.
• Track and report on key metrics, including:
• Website traffic
• Engagement rates
• SEO rankings
• Content consumption
• Conversion metrics
• Use analytics to refine content strategy and improve outcomes.

1. Qualifications

Required

• Bachelor's degree in Marketing, Communications, Journalism, English, Public Relations or related field.
• 5+ years of content marketing, digital marketing, editorial or communications experience.
• Experience in a law firm, professional services firm, or B2B organization.
• Exceptional writing, editing and proofreading skills.
• Experience managing website content through a CMS.
• Strong knowledge of SEO best practices and digital marketing principles.
• Knowledge of Generative Engine Optimization (GEO), AI search optimization and AI-driven content strategy.
• Experience optimizing content for AI-powered discovery platforms and emerging digital channels.
• Familiarity with schema markup, structured data and content frameworks that support AI search visibility.

1. Preferred

• Legal marketing experience.
• Familiarity with AI-assisted content creation and governance.
• Understanding of attorney advertising and legal ethics requirements.
• Experience leading content strategy initiatives across multiple practice areas.

Salary Range: $70,000-$80,000

This role is ideal for a strategic content leader who can transform a law firm's digital presence into a powerful business development and brand-building asset.