Web content manager

Web content managers curate or create content for a web platform according to the long-term strategic goals, policies and procedures for an organisation’s online content or their customers. They control and monitor compliance with standards, legal and privacy regulations and ensure web optimisation. They are also responsible for integrating the work of writers and designers to produce a final layout which is compatible with corporate standards.

The following job titles also refer to web content manager:

digital content
content specialist
web content curatorspecialist
web content specialist
web content administrators
content curator

Associate’s degree is generally required to work as web content manager. However, this requirement may differ in some countries.

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

• the nature of the work performed in an occupation in relation to the characteristic tasks and duties
• the level of formal education required for competent performance of the tasks and duties involved and
• the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Web content manager is a Skill level 4 occupation.

These occupations, although different, require a lot of knowledge and skills similar to web content manager.

technical communicator
search engine optimisation expert
instructional designer
e-learning developer
ICT auditor manager

These occupations require some skills and knowledge of web content manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of web content manager with a significant experience and/or extensive training.

This knowledge should be acquired through learning to fulfill the role of web content manager.

Information structure: The type of infrastructure which defines the format of data: semi-structured, unstructured and structured.
Keywords in digital content: The digital tools to conduct keyword research. The information retrieval systems identify the content of a document guided by keywords and metadata.
Web programming: The programming paradigm that is based on combining markup (which adds context and structure to text) and other web programming code, such as AJAX, javascript and PHP, in order to carry out appropriate actions and visualise the content.
Legal requirements of ict products: The international regulations related to the development and use of ICT products.
Style sheet languages: The field of computer language that conveys the presentation of structured documents such as Cascading Style Sheets (CSS). These documents have to adhere to style sheets, a set of stylistic rules such as font, color and layout.
Authoring software: The software that provides pre-programmed elements which allow the development of interactive multimedia applications in order to edit, structure and lay out content intended for publication.
Publishing strategy: The methods, rules, media and tools of publishing content from content management systems in single sources or cross media.
Content development processes: The specialised techniques used to design, write, compile, edit and organise digital content, such as text, graphics and videos for publishing purposes.

These skills are necessary for the role of web content manager.

Use markup languages: Utilise computer languages that are syntactically distinguishable from the text to add annotations to a document, specify layout and process types of documents such as HTML.
Translate requirement concepts into content: Develop digital content by following given requirements and guidelines.
Identify customer requirements: Apply techniques and tools, such as surveys, questionnaires, ICT applications, for eliciting, defining, analysing, documenting and maintaining user requirements from system, service or product.
Ensure compliance with legal requirements: Guarantee compliance with established and applicable standards and legal requirements such as specifications, policies, standards or law for the goal that organisations aspire to achieve in their efforts.
Conduct content quality assurance: Carry out validation of content by reviewing it according to formal and functional quality, usability and applicable standards.
Translate requirement concepts into visual design: Develop visual design from given specifications and requirements, based on the analysis of the scope and target audience. Create a visual representation of ideas such as logos, website graphics, digital games and layouts.
Apply tools for content development: Use specialised content development tools such as content and terminology management systems, translation memory systems, language checker and editors to generate, compile and transform content according to specified standards.
Comply with legal regulations: Ensure you are properly informed of the legal regulations that govern a specific activity and adhere to its rules, policies and laws.
Ensure compliance with company regulations: Guarantee that employees’ activities follow company regulations, as implemented through client and corporate guidelines, directives, policies and programmes.
Use content management system software: Use software that allows publishing, editing and modifying content as well as maintenance from a central interface.
Utilise content types: Use MIME types and subtypes as standard identifier to indicate the type of data that a file contains such as the type of link, object, script and style elements and the media type.
Interpret technical texts: Read and understand technical texts that provide information on how to perform a task, usually explained in steps.
Compile content: Retrieve, select and organise content from specific sources, according to the requirements of the output media such as printed materials, online applications, platforms, websites and video.
Manage content metadata: Apply content management methods and procedures to define and use metadata concepts, such as the data of creation, in order to describe, organise and archive content such as documents, video and audio files, applications and images.
Conduct search engine optimisation: Execute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.
Identify legal requirements: Conduct research for applicable legal and normative procedures and standards, analyse and derive legal requirements that apply to the organisation, its policies and products.
Provide written content: Communicate information in written form via digital or print media according to the needs of the target group. Structure the content according to specifications and standards. Apply grammar and spelling rules.
Integrate content into output media: Compile and integrate media and text content into online and offline systems, such as websites, platforms, applications and social media, for publishing and distribution.
Manage online content: Ensure the website content is up to date, organised, attractive and meets the target audience needs, the requirements of the company and international standards by checking the links, setting the publishing time framework and order.
Create content” title: Come up with an appealing” title that draws people’s attention to the content of your article, story or publication.
Provide multimedia content: Develop multimedia materials such as screen shots, graphics, slide shows, animations and videos to be used as content integrated in a broader informational context.

This knowledge is sometimes, but not always, required for the role of web content manager. However, mastering this knowledge allows you to have more opportunities for career development.

Sass: The computer language Sass is a style sheet language that conveys the presentation of structured documents. These documents have to adhere to style sheets, a set of stylistic rules such as font, color and layout.
Cognitive psychology: The human mental processes such as attention, memory, language use, perception, problem solving, creativity and thinking.
Less: The computer language LESS is a style sheet language that conveys the presentation of structured documents. These documents have to adhere to style sheets, a set of stylistic rules such as font, color and layout.
Javascript: The techniques and principles of software development, such as analysis, algorithms, coding, testing and compiling of programming paradigms in JavaScript.
Php: The techniques and principles of software development, such as analysis, algorithms, coding, testing and compiling of programming paradigms in PHP.
World wide web consortium standards: The standards, technical specifications and guidelines developed by the international organisation World Wide Web Consortium (W3C) which allow the design and development of web applications.
Jsss: The computer language JSSS is a style sheet language that conveys the presentation of structured documents. These documents have to adhere to style sheets, a set of stylistic rules such as font, color and layout.
Content marketing strategy: The process of creation and share of media and publishing content in order to acquire customers.
Ajax: The techniques and principles of software development, such as analysis, algorithms, coding, testing and compiling of programming paradigms in AJAX.
Css: The computer language CSS is a style sheet language that conveys the presentation of structured documents. These documents have to adhere to style sheets, a set of stylistic rules such as font, color and layout.

These skills and competences are sometimes, but not always, required for the role of web content manager. However, mastering these skills and competences allows you to have more opportunities for career development.

Perform online data analysis: Analyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.
Design digital call to action: Appeal the audience in order to provoke their instant response. Use imperative verb forms in the message such as “Visit us now!”.
Proofread text: Read a text thoroughly, search for, review and correct errors to ensure content is valid for publishing.
Manage content development projects: Plan and implement the creation, delivery and management of digital or printed content, develop a system that describes the entire editorial content development and publishing process and use ICT tools to support the process.
Provide guidelines for content development: Develop standards and structures for content development such as formats, styles, layout, structures, content types, terminology, XML and DITA. Implement them in document type definitions and apply them during work process and evaluate results in light of established standards.
Ensure proper document management: Guarantee that the tracking and recording standards and rules for document management are followed, such as ensuring that changes are identified, that documents remain readable and that obsoleted documents are not used.
Perform copywriting: Write creative texts targeted to a specific audience for marketing and advertising purposes and ensure that the message convinces potential customers to buy a product or a service and facilitates a positive outlook on the organisation.

2513 – Web and multimedia developers

 

 

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References

1. Web content manager – ESCO