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Key Responsibilities and Required Skills for Web Content Assistant

💰 $ - $

MarketingContentDigital

🎯 Role Definition

The Web Content Assistant supports content creation, publishing, optimization, and maintenance across web properties. This role is responsible for producing SEO-friendly copy, publishing in a CMS, tagging and metadata, managing rich media and accessibility, and working with stakeholders to improve user experience and conversion. The ideal candidate has hands-on CMS experience (WordPress, Drupal or similar), strong copyediting skills, basic HTML/CSS familiarity, and a data-driven mentality using Google Analytics and SEO tools to measure impact.

Primary SEO and keyword targets: web content assistant, CMS publishing, SEO copywriting, content optimization, Google Analytics, accessibility, metadata, content governance, content operations.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior Content Writer / Copywriter
  • Marketing Coordinator with content responsibilities
  • Editorial Assistant or Communications Assistant

Advancement To:

  • Web Content Specialist / Content Editor
  • SEO Content Strategist
  • Digital Content Manager / Content Operations Manager

Lateral Moves:

  • Social Media Specialist
  • UX Content Designer / UX Writer
  • Localization / Translation Coordinator

Core Responsibilities

Primary Functions

  • Plan, create, and publish high-quality, SEO-optimized web copy including landing pages, product descriptions, blog posts, FAQs, help articles, and promotional pages while maintaining brand voice and tone across multiple web properties.
  • Manage content within the content management system (CMS) — create, edit, format, schedule, and publish pages in WordPress, Drupal, or the organization’s enterprise CMS following established templates and workflows.
  • Write compelling headlines, meta titles, meta descriptions, and structured metadata (tags, categories, schema markup where applicable) to improve search visibility and click-through rates.
  • Perform routine content audits to identify outdated pages, thin content, duplicate content, and opportunities for consolidation or refreshes; prepare prioritized remediation plans and implement changes.
  • Optimize on-page SEO including keyword placement, internal linking, header structure (H1–H6), alt text for images, URL slugs, and canonical tags in coordination with SEO strategy.
  • Conduct content QA (quality assurance) before publish: proofread copy for grammar and style, validate links, test multimedia playback, check responsive rendering, and ensure accurate metadata and redirects.
  • Collaborate with SEO managers, UX designers, product owners, and subject matter experts to translate business or campaign requirements into content briefs and page-level copy that support conversion goals.
  • Upload, compress, caption, and manage images, video, and other multimedia assets; ensure correct file naming, alt text descriptions, accessibility attributes, and performance-optimized formats.
  • Monitor site performance and content KPIs using Google Analytics, Google Search Console, and other analytics platforms — generate weekly or monthly reports on traffic, engagement, bounce rate, and conversions to inform content decisions.
  • Implement and maintain accessibility best practices (WCAG 2.1 AA where applicable) across content: ensure semantic HTML, alt attributes, captioning transcripts for multimedia, and clear navigational structure.
  • Maintain and enforce content governance, editorial calendars, style guides, and naming conventions; onboard new contributors to CMS workflows and editorial standards.
  • Support SEO testing and A/B experiments by preparing content variations, integrating tracking parameters, and collaborating with CRO or analytics teams to analyze results and iterate.
  • Execute small-scale content migrations, page builds, and template updates in coordination with development teams; prepare content packs and validate content integrity during site moves or redesigns.
  • Manage and monitor redirects, 404s, and broken links; coordinate with engineering and devops to implement server-side fixes or large-scale redirects as needed.
  • Localize web content by coordinating with translation vendors or localization tools (e.g., Smartling, Transifex), ensuring translated pages are published correctly and tagged for target locales.
  • Respond to stakeholder content change requests and urgent updates (product recalls, legal notices, campaign launches) with rapid turnaround while ensuring brand and legal compliance.
  • Maintain and update knowledge base and help center articles: improve searchability, add step-by-step instructions, update screenshots, and triage user feedback to reduce support tickets.
  • Create and maintain templates, reusable components, and content blocks in the CMS to accelerate publishing while ensuring consistency across pages and campaigns.
  • Liaise with marketing and social teams to repurpose web content into email, social posts, and paid media copy — ensure messaging aligns and tracking parameters are applied.
  • Track and apply content-related legal and regulatory requirements (privacy notices, copyright, terms and conditions) and coordinate with legal/compliance teams when required.
  • Support ongoing content strategy by researching competitors, monitoring SERPs, and compiling keyword opportunities, content gaps, and topic clusters to recommend new pages or content updates.

Secondary Functions

  • Assist in ad-hoc content analytics and reporting requests; prepare slide decks and summaries for product or marketing leadership.
  • Contribute to the content roadmap, prioritizing updates that align with SEO and business goals.
  • Support stakeholder training and documentation for CMS users and new content contributors.
  • Participate in sprint planning and agile ceremonies when publishing tasks relate to product or engineering sprints.
  • Help triage site content incidents (e.g., accidental publishing, broken images) and coordinate rapid rollback or fixes with the web operations team.
  • Maintain a library of approved images, icons, and design assets in shared repositories and ensure proper usage licensing.
  • Participate in cross-functional workshops to define content requirements for new features, landing pages, or international launches.
  • Conduct lightweight user research (surveys, heatmaps, session replays) to collect qualitative feedback on content clarity and navigation.
  • Coordinate with external agencies, freelancers, and contractors for content creation, editing, and localization assignments.
  • Support SEO migrations by validating redirects, updating sitemaps, and checking Google indexing status after structural changes.

Required Skills & Competencies

Hard Skills (Technical)

  • Content Management Systems (CMS): practical publishing and templating experience with WordPress, Drupal, Sitecore, Contentful, or similar enterprise CMS platforms.
  • SEO fundamentals and tools: on-page SEO, keyword research, meta tags, and experience with SEMrush, Ahrefs, Moz, or similar tools and Google Search Console.
  • Web analytics: proficiency with Google Analytics (GA4 preferred), Google Tag Manager, and the ability to extract insights and build basic reports.
  • Basic HTML/CSS: ability to edit HTML snippets, fix simple markup issues, and apply inline styling responsibly; comfortable troubleshooting spacing, headings, and link targets.
  • Metadata and structured data: experience adding meta titles/descriptions, alt text, and implementing basic schema.org markup for articles, products, and FAQs.
  • Accessibility (a11y): working knowledge of WCAG principles and techniques to create perceivable and operable web content.
  • Multimedia handling: image optimization, basic image editing (Photoshop, Affinity, or equivalent), video captioning and embedding best practices.
  • Content governance and editorial tooling: experience managing editorial calendars, style guides, content auditing tools, and version control for content.
  • Localization and CMS internationalization: familiarity with translation workflows, language tagging, and in-CMS locale management.
  • Conversion optimization basics: understanding of A/B testing workflows, UTM parameters, and how content influences funnels and CTAs.
  • Basic scripting or templating (optional but valuable): comfort with Liquid, Handlebars, or CMS templating languages is a plus.
  • Familiar with SEO and content quality testing tools: Screaming Frog, Sitebulb, Lighthouse, or similar technical SEO utilities.

Soft Skills

  • Excellent copyediting and proofreading skills with strong attention to grammar, style, punctuation, and tone.
  • Strong written and verbal communication; able to translate technical or product information into clear, customer-focused content.
  • Detail-oriented with a commitment to content accuracy, brand consistency, and compliance.
  • Time management and prioritization: able to juggle multiple publishing deadlines and urgent change requests.
  • Collaborative mindset: comfortable working with cross-functional teams including SEO, product, design, engineering, and legal.
  • Problem-solving and critical thinking: diagnose content issues, recommend pragmatic solutions, and iterate based on data.
  • Adaptability and learning agility: keep up-to-date with SEO algorithm changes, CMS updates, and web best practices.
  • Customer-focused empathy: craft content that anticipates user needs and reduces friction in the user journey.
  • Project coordination: experience coordinating small projects, tracking tasks, and ensuring on-time delivery.
  • Discretion and judgment when handling sensitive or regulated content (legal, financial, or healthcare).

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree or equivalent experience in Communications, Journalism, Marketing, English, Digital Media, or related field; relevant professional experience may substitute for formal education.

Preferred Education:

  • Bachelor's degree in Marketing, Digital Communications, Journalism, Information Science, or similar; certifications in SEO, Google Analytics, or HubSpot are a plus.

Relevant Fields of Study:

  • Communications and Journalism
  • Marketing and Digital Marketing
  • English, Creative Writing, or Technical Writing
  • Information Science or Human-Computer Interaction
  • Multimedia Design or Web Development fundamentals

Experience Requirements

Typical Experience Range:

  • 1–4 years of professional experience in web content production, CMS publishing, or digital marketing roles.

Preferred:

  • 2+ years working with modern CMS platforms and demonstrated experience optimizing content for SEO and accessibility. Experience in e-commerce, SaaS, publishing, or enterprise websites preferred.
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