Web content managers are responsible for the information that appears on an organisation's website. In larger organisations, they may oversee an editorial team who research and produce material – images and text – for publication on a website.

One of the key requirements for content managers is to understand the site's target audience. This allows them to write and present material in such a way as to appeal to that group and maximise the website's potential.

Web content managers work closely with web editors, developers, web designers and other professionals to coordinate the site content and make sure it reflects the needs of the organisation it represents. It may be an external site on the world wide web or an internal company's intranet.

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 course details
• online public information and government services.

Web content managers' duties include:

• taking a lead role in maintenance and development of the site
• meeting with editing, marketing and design teams to coordinate site content, style and appearance
• supporting, managing and developing the editorial team
• using web content management systems to analyse site statistics (page visits, time spent on site, links followed)
• evaluating results and compiling reports for senior managers, clients and partnership organisations
• setting permissions for site users
• promoting and disseminating information about the website to target customers and partners
• carrying out quality assurance checks on web content
• reporting technical problems to IT support staff
• planning and implementing strategic policies
• dealing with legal issues, such as copyright and data protection.

Hours and Environment

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

Thier work is office based at a computer workstation. There may be some out-of-office work, for example, meetings with clients or partners and giving presentations.

Skills and Interests

As a content manager, you need:

• good organisational skills and the ability to prioritise multiple tasks
• an understanding of legal issues, such as copyright, privacy and accessibility
• sound financial management, project management, negotiating and presentation skills
• the ability to foster relationships with clients and partners 
• good teamworking skills and ability to meet deadlines
• an understanding of online authoring issues, such as brevity, house style, content structure and organisation
• 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
• the ability to pay attention to detail, for example when proofing.

Entry

There is no one entry route for this type of work. Some content managers have a background in journalism, marketing or IT; others move into the role after gaining experience in the sector covered by the website.

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

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
• doing a training course at college or university.

Some college or university courses may offer a greater insight into web content work. These include:

• journalism
• publishing
• communications
• PR and marketing
• media and multimedia.

These courses are widely available at colleges and universities from introductory level through to postgraduate. Check with them for details.

If you want to work on a website geared towards a particular profession, for example healthcare, education or engineering, you may need experience and a qualification in that field, usually a minimum of BTEC HND or degree.

Specific IT expertise is not necessarily required for a management role, although skills in 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 useful but 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 (W3C) in Further Information.

Training

Most organisations offer in-house training for managers, covering:

• house style
• content management systems
• policies and procedures.

There may be opportunities to develop your management skills by attending short training courses, which cover specific aspects of the job; a number of private training providers and professional bodies of these courses.

The National Union of Journalists (NUJ) offers a range of courses, covering this area. The Society of Proofreaders (SfEP) also offers training for copy-editing, proofreading and negotiating skills. For more details, see their websites in Further Information.

Several universities offer postgraduate training courses in online journalism and electronic publishing, which cover areas such as:

• online research methods
• content management
• regulations
• layout and design.

Opportunities

Prospects are excellent for experienced web content managers, 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 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 web content editors. Web content managers with web design skills are in a very strong position, as many jobs combine writing with design roles.

Career progression routes depend upon the organisation's size and structure. Options include:

• information management 
• technical development 
• wider information planning and policy roles.

Annual Income

Figures are intended as a guideline only.

Web content managers’ salaries fall between £25,000 and £50,000, depending on the seniority of the position.

Further information

Riverbank House
1 Putney Bridge Approach
Fulham
London
SW6 3JD
Tel: 020 7736 3278 Headland House
308-312 Gray's Inn Road
London
WC1X 8DP
Tel: 020 7278 7916