When I introduce myself as a web content editor I’m often faced with the response- “You’re a writer then”. The answer to that is ‘no I’m not’, that skill belongs to a copywriter.
Although a web content editor does need the ability to write, this is only a small part of the work they will undertake. Websites today combine text, images, video and music; a good web content editor needs to be familiar with all these skills.
The aim of a web content editor is to ensure a website attracts and retains its target audience. The website content must appeal to their needs and be presented in manner that keeps them coming back.
Some of the tasks a web content editor will do include:
- Sourcing, researching and producing new content for a website.
- Editing existing content, which includes text and images, to suit a website’s layout, image and style.
- Content marketing activities such as Search Engine Optimisation (SEO), article marketing and press releases.
- Interacting with a website user’s by monitoring online forums and message boards or replying to email enquiries.
- Using website statistics to formulate web content strategies for attracting the target audience.
The main aim of a web content editor is to keep a website’s content fresh and appealing. So often a company produces a wonderful looking website and then thinks their work is done. This unfortunately is not the case if they want that website to be a success.
A website’s content serves three main purposes:
- To be inform or persuade the visitor to perform certain actions. For instance to buy a product or use a service.
- To retain a visitor’s attention and encourage them to return. This is known as making a website ’sticky’.
- To convince the search engines that a website should be listed higher than its competition for relevant keywords such as ‘gift shopping’.
Skills a website content editor may require include:
- Ability to research, write and edit web copy
- Knowledge of multimedia content
- Be able to format images using Photoshop or similar software
- Have an understanding of HTML, XHTML and CSS
- Ability to apply SEO techniques to website content
- Be able to analyse website statistics and formulate strategies
- Able to work with Content Management Systems (CMS)
- Be familiar with Web 2.0 practices such as blogging and social bookmarking
With the large number of organisations now developing their own websites the demand for web content editors is continually growing. But it is important for these organisations to recognise a web content editor as a profession with its own set of skills to complete the task successfully.
Often an organisation will employ a journalist as a web content editor who has little knowledge of how the Internet works. The journalist has the skills to write great copy but if the content is not presented correctly on the website its value will be wasted.
An analogy I’ve often hear is;
Developing a website is like to raising a child; they cost a lot of money and require a lot of attention.
A web content editor gives that specialist care and attention to a website, which over time will repay the investment by growing in popularity and success.
