A web content manager is responsible for the information that appears on a company's website.

What does a web content manager do?

A web content manager works closely with project teams, editors, developers and designers to coordinate the site content and make sure it caters to the needs of the target audience. You could be working on sites that are open to the public, or sites for staff use only on a company's intranet.

Your duties might include:

  • taking a lead role in maintenance and development of the site
  • meeting with editing, marketing and design teams to plan and develop site content, style and appearance
  • using web content management systems to analyse website usage
  • writing reports for senior managers, clients and partnership organisations
  • setting permissions for site users
  • promoting information about the website to target customers and partners
  • carrying out quality assurance checks on content
  • reporting technical problems to IT support staff
  • dealing with legal issues, such as copyright and data protection

The type of content you work on could vary widely but some examples include:

  • e-commerce, such as online shopping or banking
  • product advertising and retail catalogues
  • local, national and international news reports
  • social media output
  • college and university websites
  • online public information and government services

In larger companies, you may manage an editorial team who research and produce material – text, images and multimedia – for publication on the website. In smaller organisations, you might have a more 'hands-on' role in content production and writing.

What do I need to do to become a web content manager?

There’s no one way to start in this career. You can get in with a background in journalism, marketing or IT, or you might move into the role after gaining experience in another area of a business.

You normally need previous experience of writing content in some form, although not necessarily online. A useful way to show employers your skills is to build up a collection of your published work. You can gain writing experience:

  • 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
  • producing a blog or writing on social media channels
  • taking a training course at college or university

You could take a course to learn some of the skills needed for producing web content. Relevant subjects include journalism, publishing, media, and communications, PR and marketing. Contact your local colleges for course details and entry requirements.

You don't need specific IT skills for a management position, although knowledge of web design, desktop publishing and photo editing would broaden your options, as many jobs combine management with writing or web design.

An understanding of web content management systems (CMS) and how they work could be useful.

Related skills

  • Attention to detail
  • Communication
  • Creativity
  • Customer service
  • Financial planning
  • Literacy
  • Organisation
  • Teamwork
  • Time management

Related subjects

  • Computer science
  • English
  • Media studies

Essential qualifications

  • Previous experience of writing content

Desirable qualifications

  • Courses in journalism, media and communications, publishing, PR and marketing

Where to find out more

Where could I be working?

Most of your work will be office-based at a computer. There may be some out-of-office duties, for example attending meetings with clients or partners.

Contains public sector information licensed under the Open Government Licence v3.0

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