The web content manager is responsible for establishing and maintaining the organization's website publication strategy. They help provide site visitors with interactive, satisfying experiences, applying industry standards and best practices to ensure that digital campaigns are cost-effective and return positive results. The web content manager manages digital publication work flows and the products of their contributors. They act as the authoritative source for digital content publication standards and policies.
The web content manager documents and enforces corporate digital publication guidelines and work flows for internal and out-sourced authors and contributors. They ensure that all published content complies with corporate information security policies, corporate PR standards, established usability standards, copyright laws, and applicable regulations. All content must be fresh, fully developed, expertly edited, and search engine optimized; it must also contain high quality supporting elements such as images and videos as needed. The web content manager usually establishes an editorial calendar to ensure timely publication of seasonal content. Additionally, their team must solicit and act on feedback from key audience groups to optimize the customer experience.
Additionally, the web content manager works with developers to resolve technical issues related to the proper display of content and to develop automated website features. They work closely with the sales and marketing departments and act as a key member of the digital marketing strategies group. Web content managers also create and maintain the corporate online messaging tone, look and feel. Additionally, the web content manager is responsible for search and social media marketing techniques; online reputation management, customer acquisition campaigns, and developing new digital marketing channels to drive traffic to the corporate website.
The web content manager must have a keen artistic eye, be technically savvy, and have detailed knowledge of industry best practices for monitoring digital campaign impact and return on investment (ROI). They must have experience with layout, graphic design, copy editing, and copywriting. Educational requirements vary by the size of the company and website, although many employers prefer a bachelor's degree in computer science, information technology, or a related field. They may instead prefer a bachelor's degree in communications, online media, journalism, or a related field; a bachelor's degree in a field relevant to the company's area of focus may instead be preferred.
Web Content Manager Tasks
- Gather user feedback for website improvement and enhancements.
- Gather and research information that enhances the value of the site.
- Write, edit, and develop web site content.
- Work with marketing and graphics designers to insure consistency.