Web Content Development

Level

Title

Function

Skills

Years

I

Content Developer

Arrange for new subjects and implementation. Similar to editor or managing editor, but the emphasis here is more on conceptual development of new kinds of content, working from scratch rather than creating new iterations of existing or standard content types; and perhaps researching and utilizing more outside sources.

Highly creative. Excellent knowledge of Web resources and past successes and failures of other, competing sites. Editorial and planning skills. Ability to create outlines, flowcharts, and other conceptual roughs.

1+

II

Editor

 Adapt textual content for the Web from preexisting sources (note that “repurpose” is a dirty word on some Web teams, but almost all large company sites do this to varying extents). Copyedit prose from writers. May work with site architect on development of site map (also known as “flow chart,” “tree chart,” or “site plan”). Decide on linking structure (where things go, what links to what), usually in consultation with site architects / designers. May also function as creative director of site, primarily in text-heavy, publication-type sites. In this case, graphics decisions (but not implementation) are also part of job.

Copyediting and writing skills. Knowledge of subject matter of site. Knowledge of company organizational structure and politics. Good diplomatic skills. Understanding of Web interface and flow issues. General understanding of technical limitations of Web, but does not need to know how to actually construct Web pages.

 

3+

 

III

Managing Editor

Position exists on large Web teams only. Coordinates writing / design team of specific subsection of site; or may coordinate only one function for entire site, such as graphics, content research, writing, programming, etc.

Highly organized individual. Good diplomatic skills. Understanding of subject matter very useful. May also function as editor on some projects, in which case copyediting skills are important.

3+

IV

Writer

Researches client company’s subject matter, policies, and standards, etc. Discusses existing text materials with various company departments and adapts for Web. Writes text for major portions of site, plus phrases or short passages as “connecting copy” to help “glue the site together.” Integrates efforts with site editors, managers, and graphic designers.

Excellent writing skills. Also requires good verbal-communication and interpersonal skills to integrate efforts with other team members. Understands company’s subject matter to a reasonable depth, but will probably rely on other people and materials for in-depth expertise.

1+