Web Editor - Interactive Media
Web Editors1 plan and oversee the on-going management of a web site and the publication of content to it. This may involve writing copy from scratch, or coordinating and editing contributions from others.
Although the role is usually mostly journalistic, it may also require technical skills and strategic planning abilities. It sometimes overlaps with the Information Architect2 or Content Strategist3 roles and often with the Developer role, but is usually client-side, rather than being found within a supply-side web company.
This is almost always an in-house post since the job usually requires in-depth knowledge of the organisation and is generally ongoing, unlike most other hands-on roles in interactive media, which tend to be project-based.
What is the job?
The Web Editor is responsible for the ongoing management of a web site and for maintaining its editorial style and tone, its quality and consistency, and its navigation structure.
He or she must ensure content is accurate, reliable, and appropriate for its target audiences. He or she may also be responsible for fielding enquiries received through the site, and may be involved with marketing the site or with planning its future expansion.
Web Editors may work alone or alongside Designers4 and Developers. In the former case, the job is likely to be quite broad, with the Web Editor having responsibility for all aspects of site maintenance, encompassing technical, creative and editorial. In the latter case, the role may be more tightly focussed on editorial and day-to-day management.
The Web Editor may use a Content Management System to maintain the site, or may build or edit web pages manually, using HTML. He or she will usually also be responsible for preparing assets for publication.
He or she may need to optimise pages for search engine placement and will often also need to analyse and report web site traffic statistics.
Close working relationships with other web professionals – such as Designers, Developers and SEO Specialists5 – and with colleagues from other departments, who may not have web expertise, are often required. The role may involve commissioning and overseeing specialist external suppliers.
Typical career routes
Most Web Editors come from a journalistic or marketing background, although some – especially in the more technically oriented jobs – may have previously worked as Web Developers, Writers, Content Strategists, or in other similar roles.
Several years’ previous experience of writing or developing for the web, or of managing web sites, is usually required.
Essential knowledge and skills
Web Editors need to be enthusiastic and dynamic, with strong organisational skills and able to work independently or as part of a team.
They need an understanding of the nuances of writing for the web and an appreciation for the needs and expectations of users.
They must understand web design principles and issues, especially relating to accessibility and usability, and have a good awareness of web technologies and techniques.
Awareness of information architecture is often helpful, as is knowledge of marketing and project management.
Good editorial judgment is essential, and subject matter expertise relevant to the topic of the web site can be useful.
Awareness of legal issues, such as copyright, data protection, libel and obscenity, is important.
Familiarity with Content Management Systems in general is often desirable, although with so many different systems in use, thorough knowledge of any one in particular is not normally expected.An ability to combine creative and technical thinking is valuable.
Key Skills include:
- copywriting and editing;
- written, verbal and interpersonal communication skills;
- people management;
- attention to detail;
- ability to manage time, prioritise tasks and work under pressure;
- knowledge of the requirements of the relevant Health and Safety legislation and procedures.
Web Editors are usually educated to university level, but their degree may be in almost any subject. Experience is usually valued most, but a solid academic foundation is helpful.
Demonstrable ability and a good portfolio of previous work are generally considered more useful than specific qualifications.
Glossary
Content Management System: a web-based application for managing a web site, usually without requiring HTML skills.
Traffic: the amount of visitor activity on a web site, such as the number of visitors, the number of pages they viewed, and how they arrived at the site.
Where to go for more information
Skillset is the Sector Skills Council for the audio visual industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset’s website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is the UK’s only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.
Websites
British Interactive Multimedia Association: www.bima.co.uk/
New Media Knowledge: www.nmk.co.uk
A List Apart: www.alistapart.com
Publications
New Media Age Magazine - New Media Age
Content Critical, McGovern & Norton, Prentice Hall, ISBN0-273-65604-X
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Web Editor - Interactive Media
1 As with most roles in interactive media, actual job titles tend to vary considerably. Examples of titles that are sometimes used with this role include Webmaster, Website Manager, Web Content Manager, and Web Editorial Officer.
2 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
3 The Content Strategist is about scoping and planning the content of a web site prior to its launch, including key messages, themes, tone of voice etc. This role may also involve developing house styles and documenting publishing guidelines.
4 The Designer role is about designing the overall look and feel of the product – at it’s simplest this is a case of visually ‘skinning’ a wire-frame design produced by the Information Architect; in more senior roles, or in smaller teams, the Designer is more likely to be involved with devising interactivity and information flow, hence the roles often overlap or are merged.
5 The SEO (Search Engine Optimisation) Specialist role is about optimising web pages to make them as visible as possible to search engines. This may overlap with the Developer and Web Editor roles, since it can involve building (or tweaking) web pages and making adjustments to copy.
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