Web Content Manager
What is the work like?
A web content manager is responsible for the information that appears on an organisation's website. They work closely with project teams, editors, developers and designers to coordinate the site content and make sure it caters to the needs of the target audience. The site could be open to the public on the world wide web, or it might be for staff use only on a company's intranet.
As a web content manager, you main duties would include:
- taking a lead role in maintenance and development of the site
- meeting with editing, marketing and design teams to plan and develop site content, style and appearance
- using web content management systems to analyse site statistics – for example, webpage visits, time spent on site, links followed
- writing reports for senior managers, clients and partnership organisations
- setting permissions for site users
- promoting information about the website to target customers and partners
- carrying out quality assurance checks on content
- reporting technical problems to IT support staff
- dealing with legal issues, such as copyright and data protection.
The type of content you might work on could vary widely but some examples include:
- e-commerce, such as online shopping or banking
- product advertising and retail catalogues
- local, national and international news reports
- details about college and university departments
- online public information and government services.
In larger companies, you may manage an editorial team who research and produce material – text, images and multimedia – for publication on the website. In smaller organisations, you might have a more 'hands on' role in content production and writing.
What qualifications and experience will employers look for?
There is no one entry route into this type of work. You can come to it from a background in journalism, marketing or IT, or you can move into the job after gaining experience in the industry covered by the website.
Whatever your background, you would normally need previous experience of writing content in some form, although not necessarily online. A useful way to show employers your skills is to build up a portfolio of your published work.
You can gain writing experience in several ways:
- through your existing workplace – 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
- taking a training course at college or university.
There are some college and university courses which may give you a greater insight into web content work. These include:
- journalism and publishing
- communications
- PR and marketing
- media and multimedia.
These courses are widely available at colleges and universities from introductory level through to postgraduate.
You do not need specific IT skills for a management position, although a knowledge of web design, desktop publishing and photo imaging would broaden your options, as many jobs combine management with writing or web design. An understanding of web content management systems and how they work is also useful, but you would be given training in specific packages once you start working.
See the profiles for Website Designer and Web Developer for information about technical areas of the job. For more information about web accessibility and other web writing standards, see the World Wide Web Consortium (W3C).
What further training and development can I do?
You would normally be given in-house training by your employer, covering:
- house style
- content management systems
- policies and procedures.
You may have opportunities to develop your management skills by attending short training courses, which cover specific parts of the job.
If you have a degree or relevant experience, you could take a postgraduate training course in online journalism or electronic publishing to develop your skills. These courses cover subjects such as:
- online research methods
- content management
- regulations
- layout and design.
You could also take courses with the National Union of Journalists (NUJ) or the Society of Proofreaders (SfEP), which include training for copy-editing, proofreading and negotiating. For more details, see their websites.
Where can I go for more information?
Riverbank House1 Putney Bridge Approach
Fulham
London
SW6 3JD
Tel: 020 7736 3278
308-312 Gray's Inn Road
London
WC1X 8DP
Tel: 020 7278 7916
If you would like to discuss your career options with a learning adviser at learndirect Careers Advice, call 0800 100 900 or use our online enquiry form
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What salary and other benefits can I expect?
Web content managers’ salaries fall between £24,000 and £50,000 a year, depending on the seniority of the position.
Figures are intended as a guideline only.
What are the hours and working conditions?
You would work 35 to 40 hours a week, Monday to Friday. Overtime may be necessary to meet deadlines.
Most of your work will be office based at a computer. There may be some out-of-office duties, for example attending meetings with clients or partners and giving presentations.
What skills and knowledge will I need?
- good organisational skills and the ability to meet deadlines
- an understanding of legal issues, such as copyright
- sound financial management and negotiating skills
- confident presentation skills
- the ability to foster relationships with clients and partners
- good teamworking skills
- an understanding of online writing issues, such as house style and content structure
- an excellent grasp of English grammar, punctuation and spelling
- the ability to write for a target audience
- creative skills to find interesting ways to present information and to generate new ideas
- pay attention to detail, for example when proofreading
- the ability to give and receive constructive feedback on pieces of work.
What opportunities are there?
Prospects are good for web content managers because most organisations now use websites to promote what they do. These can range from small businesses with one person dealing with all aspects of the job, to large organisations with a team of web content editors. If you have web design skills you would be in a very strong position, as many jobs combine writing with site design.
Your career progression would usually depend on your employer's size and structure. Your options could include information management, technical web development and wider information planning and policy roles.
You may find the following links useful for job vacancies and general reading: (links open in new window)
ITJobsWatch
ComputerWeekly
Computing Careers
Datascope
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