Content Strategist

Role Overview:

We are looking for a Content Strategist with deep domain knowledge in health insurance and life insurance to create deep, well-structured website content.

This is a hands-on yet strategic role for someone who understands the insurance buyer journey, can write and edit when needed, and knows how to align content with business goals, SEO strategy, and LLM/AI visibility

Youll work across marketing, SEO, UX, and product to build search-first, structured, and trusted content across the funnel. Youll have the mindset of a planner and the heart of a storyteller—balancing user intent, regulatory accuracy, and return on content effort.

You will be expected to collaborate with call center teams, insurance product experts, and brand partners to create content that is:

• Highly structured
• Compliant with IRDAI norms
• SEO-optimized
• LLM-friendly
• Easily understood by Indian consumers

You must also have the ability to engineer high-quality prompts and reverse-engineer content that ranks on both search engines and AI platforms.

Key Responsibilities:

Content Strategy & Creation

• Co-own the quarterly content calendar with business and SEO teams—based on growth goals, product launches, and search gaps
• Draft in-depth, consumer-friendly explainers, FAQs, product pages, comparison pieces, and pillar/cluster content
• Collaborate with designers and product managers to ensure content flows well across web and mobile
• Structure content using best practices for readability — with sections, subheaders, collapsibles, CTAs, and data-backed visuals
• Create content that resonates with real user problems, objections, and decision-making stages

Domain Expertise & Accuracy

• Use your understanding of Indian insurance to write and edit content that’s accurate, helpful, and compliant
• Write confidently and accurately about insurance terms, features, benefits, riders, exclusions, and premium structures
• Coordinate with internal product and call center teams to collect real-world user questions and address them in content
• Ensure all information is compliant with IRDAI guidelines and is regularly updated for regulatory accuracy

AI + Prompt Engineering

• Use tools like ChatGPT to generate structured first drafts, outlines, or content blocks via engineered prompts
• Design and test prompt templates that help scale editorial work across insurance subcategories
• Reverse-engineer what kind of content shows up in LLMs like ChatGPT, Gemini, and Perplexity, and optimize accordingly

SEO & Competitive Research

• Conduct in-depth research on competitors’ insurance content using SEMrush / Ahrefs / GSC / SERP analysis tools
• Identify what content ranks, why it ranks, and translate that into briefs and outlines for new content pieces
• Optimize all content for on-page SEO, including headings, internal links, schema, and keyword coverage

Candidate should be

• 2-5 years of experience in insurance
• Deep working knowledge of health and life insurance products, riders, claim journeys, exclusions, and tax benefits
• Experience writing and structuring content that ranks, converts, and educates—with proof of impact
• Hands-on experience with AI content tools (ChatGPT, Claude, Gemini), including prompt crafting and quality control
• Analytical mindset with the ability to audit SERPs and decode ranking patterns
• Comfortable working with CMS tools,Google Docs, or headless CMS systems (Strapi)