At Postali, our work is rooted in a simple belief: when our clients succeed, we succeed.
We help law firms grow through thoughtful, strategic marketing tailored to real business goals. But just as important as our results is how we get there—together. In a fast-moving digital landscape, we rely on curiosity, collaboration, and a willingness to learn from one another.
Our content team is responsible for the creation and curation of our clients’ websites. Content writers help develop and execute strategies that align with our other departments’ goals to improve client performance across different metrics. Our team does not just execute assignments, we research and suggest impactful work of our own. We’re searching for candidates who take pride in their work and are ready to collaborate.
As a 2023 Columbus Business First Best Places to Work winner, we’re proud to be building a supportive, caring workplace where people feel valued, challenged, and excited to grow. We’re looking for teammates who want to do great work with good people—and who care as much about each other as they do about performance.
About the Role
This is an in-house position based in Columbus, Ohio (not remote).
Postali is hiring a Content Strategist to join our Client Performance Team. Our content team plays a central role in how we plan, produce, and optimize content for our law firm clients.
In this role, you’ll combine strategic thinking, SEO awareness, and strong writing skills to create content that helps law firms be visible in search engines, build trust, and generate new business.
You’ll work across website pages, blogs, case results, landing pages, and other digital marketing assets to shape content strategies that are aligned with client goals and evolving search behavior.
We’re looking for someone who is curious, accountable, collaborative, and eager to grow in an industry that’s changing quickly. The ideal candidate brings has writing skills, and, more importantly, understands how written content supports broader marketing goals. They should be excited about the future of search optimizations, AI, and digital user experience.
What You'll Do- Own content strategy for assigned clients, developing plans that align with SEO priorities, keyword opportunities, and client business goals.
- Take ownership of your content strategies’ performance and contribute to broader client growth goals, including visibility, traffic, lead generation, and user engagement.
- Write informative, accurate, and user-friendly website content, blog posts, case results, landing pages, and other marketing copy tailored to each client’s brand voice.
- Apply on-page SEO best practices including keyword targeting, search intent alignment, internal linking, metadata, content structure, and optimization.
- Collaborate closely with the SEO, design, development, and Client Experience teams to ensure content supports a broader marketing strategy. Content will not be created in a vacuum.
- Continuously evaluate content performance and recommend optimizations to improve rankings, engagement, and conversion.
- Think beyond traditional copywriting that help clients stand out by exploring new content formats such as downloadable resources, video scripts, interactive content, FAQs, and other assets.
- Manage multiple client content calendars, deadlines, revisions, and deliverables in a fast-paced agency environment.
- Conduct research on legal topics, competitors, and market trends to support content development and strategic recommendations.
- Contribute to internal process documentation and identify opportunities to improve workflow efficiency and content quality.
- Stay current on SEO, content marketing, AI search trends, and evolving user behavior.
What We Need
- 2+ years of related experience.
- Foundational understanding of SEO concepts including keyword research, search intent, content structure, and on-page optimization.
- Exceptional grammar, spelling, punctuation, and editorial attention to detail.
- Strong communication and organizational skills with the ability to manage multiple priorities and deadlines.
- A proactive and adaptable mindset with a willingness to learn new skills and practices.
Must-Have: Curiosity and Adaptability in the Age of AI
The way people search the internet is quickly evolving, and legal services are at the forefront of these changes. Different AI tools like Claude, ChatGPT, and Gemini are changing how users are delivered information, evaluate businesses, and complete online research.
At Postali, we believe that strong content matters deeply, but we understand that new methods of writing are changing as well. Content should remain informative, but it needs to adapt to how search engines crawl sites and display results.
We’re looking for someone who:
- Is curious about how AI is impacting search behavior and digital marketing.
- Understands that content should be useful, trustworthy, and genuinely helpful to users.
- Is open and eagerly willing to using AI tools to support research, brainstorming, organization, content generation and workflow efficiency, without sacrificing the quality or originality that is in our clients’ best interest.
- Wants to learn and adapt as search engines, user behavior, and content strategy continue to evolve.
- Recognizes that changes in search directly impact how law firms attract and convert clients online.
You do not need to be an AI expert for this role. We are looking for someone who is paying attention to the evolving search engine landscape, and is open-minded and eager to grow with these new changes.
Great to Have
- Previous agency experience.
- Familiarity with SEO tools such as Ahrefs, SEMrush, or Google Search Console.
- Excel or Google Sheets experience for content planning and reporting.
- Familiarity with local SEO concepts and conversion-focused website content.
- Comfortable working inside content management systems such as WordPress.
- Ability to balance SEO goals, user experience, and brand voice.
- Experience working in legal, healthcare, finance, insurance, or other regulated/service-based industries.
