The work

Web content editors/managers are responsible for researching, producing and proofing material (images and text) that appears on a website. Once published, they maintain the information to keep it up to date. They work closely with web developers, web designers and other professionals to coordinate the site content and ensure it reflects the needs of the organisation it represents.

One of the key requirements for editors/managers is to understand the site's target audience. This allows material to be written and presented in such a way as to appeal to that group and maximise the website's potential.

Websites may be published externally on the world wide web, and internally on company intranets. The type of content can vary widely but some examples include: company newsletters; interactive multimedia, product advertising and retail catalogues; local, national and international news reports; college and university publicity; online public information and government services.

Although duties may be combined as one job, the tasks for each are slightly different, as outlined below:

Content editor:

• liaise with clients to discuss their requirements and advise on effective presentation
• attend content planning and commissioning meetings with editorial team and managers
• research information and write offline and online content
• upload material on to the website by agreed deadlines
• monitor and post replies to online message boards and deal with email enquiries
• carry out scheduled updates of existing content
• sub-edit, edit and proof materials produced by colleagues or external commissions
• work with managers to develop new content, editorial policies, innovations and best practice
• keep up-to-date with web-related developments, for example, accessibility issues
• train new staff in content authoring and editorial policies.

Content manager:

• take a lead role in maintenance and development of the site
• liaise with editing, marketing and design teams to coordinate site content, style and appearance
• support, manage and develop the editorial team
• use web content management systems to analyse site statistics (eg page visits, time spent on site, links followed)
• evaluate results and compile reports for senior managers, clients and partnership organisations
• set permissions for site users
• promote and disseminate information about the website to target customers and partners
• carry out quality assurance checks on web content
• liaise with IT support staff to resolve technical problems
• plan and implement strategic policies
• deal with legal issues such as copyright and data protection.

Hours and Environment

Web content editors/managers work 35 to 40 hours a week, Monday to Friday. Overtime may be necessary to meet particular deadlines.

Editorial work is office based at a computer workstation. There may be some out-of-office work, for instance going out to research information or interview people for features. Similarly, content managers are mainly office based with some travel to meet clients and give presentations.

Skills and Interests

As a content editor/manager, you need:

• excellent research and writing skills
• the ability to pick out key points from complex information and present them in a clear and concise manner
• an excellent grasp of English grammar, punctuation and spelling
• the ability to write for a target audience
• creative skills to find engaging ways of presenting information and to generate new ideas
• to pay attention to detail, for example when proofing
• to be well organised and able to manage several tasks at the same time
• an understanding of legal issues, such as copyright, privacy and accessibility
• sound financial management, project management, negotiation and presentation skills
• good teamworking skills and ability to meet deadlines
• an understanding of online authoring issues such as brevity, house style, content organisation and structure.

Entry

There are no defined routes into this type of work. Some content editors/managers have a background in journalism, marketing or IT; others move into this role having gained experience in the sector the website is aimed at.

Previous experience of writing content in some capacity (not necessarily online) is usually essential. Building up a portfolio of published work is a useful way to demonstrate this.

Experience can be gained through your existing workplace, for example producing marketing materials or bulletins for the company intranet; voluntary work - creating articles, leaflets and information sheets for a community group, a charity or local free newspaper; or by undertaking a training course at college or university.

Although not essential, course subjects such as journalism, publishing, communications, PR, marketing, media and multimedia may offer a greater insight into the web content editing role. These courses are widely available at colleges and universities from introductory level through to postgraduate. Check with local colleges for details.

If the website is geared towards a particular profession, for example online health, education or engineering journals, you will be expected to have experience and/or a qualification in that field, usually a minimum of BTEC HND or degree.

Specific expertise in IT is not necessarily required for an editing role, although skills in web design, desktop publishing and photo imaging would broaden your options, as many jobs combine writing with a design role. Knowledge of web content management systems and how they work is useful. However, training in specific packages is usually given once employed. For information about technical aspects of the role, see the profiles for Website Designer and Web Developer. For information about web accessibility and other web standards, see the World Wide Web Consortium in Further Information.

Training

Most organisations will offer in-house training to new entrants. This will cover their house style, content management system, policies and procedures. There may be the opportunity to develop editing skills by attending short training courses, which cover specific aspects of the job. These are offered by a number of private training providers and professional bodies.

Several universities offer postgraduate training courses in journalism and electronic publishing, which cover areas such as research methods, content management, regulations, and layout and design.

Opportunities

Prospects are excellent for experienced content editors, as more organisations seek an online presence. In addition, there are local and national government initiatives to make all public services accessible online. Job adverts for editors/managers regularly appear in the local and national press, as well as online.

Employers range from small businesses with one person dealing with all aspects of the job to large organisations with a team of content editors. As mentioned in the Entry section, editors and content managers with web design skills are in a very strong position, as many jobs combine writing and design roles.

Career progression routes depend upon the organisation's size and structure. Options include editorial team management, website coordination, technical development and wider information planning and policy roles.

With further training, there may be the option to move into related areas, such as website development, training, marketing or public relations. There is also scope for freelance work.

Annual Income

Further information

World Wide Web Consortium (WC3)
http://www.w3.org