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Key Responsibilities and Required Skills for Web Content Creator

💰 $45,000 - $85,000

ContentMarketingDigitalSEOWriting

🎯 Role Definition

The Web Content Creator owns ideation, creation, publishing, and optimization of website and digital channel content to increase organic search visibility, improve user engagement, and support lead generation and brand goals. This role blends creative copywriting, SEO best practices, CMS management, multimedia production, and performance analysis to produce scalable, on-brand content across blogs, landing pages, product pages, email, and social channels. The ideal candidate writes clear, compelling copy, performs keyword-driven content planning, collaborates with design and marketing teams, and measures content impact with analytics and A/B testing.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Content Writer / Copywriter
  • Social Media Coordinator
  • Marketing Assistant
  • Editorial Assistant

Advancement To:

  • Senior Content Creator / Content Strategist
  • Content Manager or Content Marketing Manager
  • SEO Manager or Organic Growth Lead
  • Editorial Director or Head of Content

Lateral Moves:

  • SEO Specialist / SEO Analyst
  • Digital Marketing Manager
  • Email Marketing Specialist
  • UX Writer or Product Content Strategist

Core Responsibilities

Primary Functions

  • Plan and execute a strategic content calendar informed by keyword research, audience personas, seasonal trends, and product marketing priorities to drive organic search traffic and nurture leads across the funnel.
  • Produce long-form SEO-optimized articles, blog posts, and thought-leadership pieces that target prioritized keywords, demonstrate topical authority, and adhere to brand voice and editorial guidelines.
  • Write high-converting landing pages, product pages, and feature descriptions that align with conversion goals and are optimized for on-page SEO elements (title tags, meta descriptions, headers, URL structure).
  • Create concise, engaging headline copy and meta descriptions designed to maximize click-through rates from search engines and social previews while maintaining keyword relevance.
  • Manage content within a CMS (e.g., WordPress, Drupal, Contentful), including page creation, template use, internal linking, image optimization, and publishing workflows to ensure timely updates and consistency.
  • Conduct thorough keyword research using tools such as Ahrefs, SEMrush, Moz, and Google Keyword Planner to identify content opportunities, search intent, and competitive gaps.
  • Optimize existing content through content audits and refreshes—improving rankings, updating facts, expanding topical coverage, and consolidating redundant pages for better user experience and SEO performance.
  • Collaborate with UX designers, product managers, and developers to ensure content is accessible, SEO-friendly, mobile-responsive, and integrated with user journeys and conversion flows.
  • Produce and edit multimedia assets (short-form video scripts, social clips, infographics, images) and coordinate with design/video teams to ensure assets support on-page engagement and social amplification.
  • Implement on-page SEO best practices including schema markup, canonical tags, internal link strategy, and structured data improvements to enhance search engine understanding and SERP visibility.
  • Use Google Analytics, Google Search Console, and other analytics platforms to track content KPIs (organic traffic, time on page, bounce rate, conversions), produce monthly performance reports, and iterate on content strategy.
  • Develop and enforce editorial standards, style guides, and approval processes to ensure content quality, brand consistency, legal/compliance adherence, and efficient cross-team publishing.
  • Write email nurture sequences, promotional copy, and content for marketing automation platforms (e.g., HubSpot, Mailchimp) to support lead nurturing and product launches.
  • Collaborate with PR and social teams to repurpose owned content into social posts, newsletters, and press materials that increase reach, backlinks, and referral traffic.
  • Lead A/B testing of headlines, CTAs, and page layouts in partnership with CRO specialists to improve conversion rates and measure the impact of content changes quantitatively.
  • Localize and adapt content for regional markets, coordinating with translators or localization vendors and ensuring cultural relevance and SEO optimization in other languages.

Secondary Functions

  • Perform competitive content gap analysis and monitor industry trends to recommend new content formats, topics, and channels that align with business priorities and SEO opportunities.
  • Maintain and update a content repository and knowledge base for cross-functional teams, enabling scalable reuse and consistent messaging across marketing and product documentation.
  • Support backlink and outreach initiatives by developing linkable assets, guest post content, and thought-leadership opportunities that improve domain authority.
  • Assist with content governance during website redesigns or CMS migrations by mapping URL redirects, preserving SEO equity, and validating published pages post-launch.
  • Coordinate freelance writers, editors, photographers, and videographers—providing briefs, editorial feedback, and publishing timelines to ensure high-quality deliverables.
  • Monitor content-related costs and project timelines, escalating risks and recommending resource changes to keep content projects on schedule and within budget.
  • Ensure accessibility (WCAG) and legal compliance for published content, including alt text for images, captioned videos, and adherence to trademark/copyright guidelines.
  • Deliver training and documentation for internal stakeholders on basic SEO copywriting, CMS best practices, and content submission guidelines to streamline request intake and scale content production.

Required Skills & Competencies

Hard Skills (Technical)

  • SEO copywriting and on-page optimization (title tags, meta descriptions, H1/H2 structure, URL optimization).
  • Keyword research and content gap analysis using tools such as Ahrefs, SEMrush, Moz, or Google Keyword Planner.
  • Experience with Content Management Systems (WordPress, Drupal, Contentful, Sitecore) including content modeling and publishing workflows.
  • Familiarity with Google Analytics, Google Search Console, and data-driven content performance measurement.
  • Basic HTML/CSS knowledge for content formatting, troubleshooting rendering issues, and collaborating with developers.
  • Proficiency with content collaboration and project tools (Trello, Asana, Jira, Airtable) and content brief templates.
  • Experience producing multimedia content: basic video editing (Premiere Pro, Final Cut, or iMovie), image editing (Photoshop, Canva), and experience creating social-first assets.
  • Understanding of technical SEO concepts: structured data/schema markup, canonicalization, redirects, page speed, and indexability.
  • Familiarity with email marketing and marketing automation platforms (HubSpot, Mailchimp, Marketo) and writing for email deliverability and engagement.
  • CRO and A/B testing basics using tools like Optimizely, VWO, or Google Optimize to measure headline/CTA performance.
  • Knowledge of web accessibility standards (WCAG) and ability to produce accessible content.
  • Experience with content localization workflows and working with translation/localization platforms.
  • Familiarity with basic analytics reporting, SQL queries, or dashboards (Looker, Data Studio) is a plus.

Soft Skills

  • Exceptional written and verbal communication with strong editorial judgment and attention to grammar, tone, and style.
  • Strong project management and organizational skills with the ability to manage multiple content projects and deadlines.
  • Creative storytelling and ideation skills to turn complex product features into compelling user-centric copy.
  • Collaboration and stakeholder management skills to partner effectively with product, design, marketing, sales, and external agencies.
  • Analytical mindset with the ability to interpret data, draw insights, and translate performance metrics into actionable content improvements.
  • Adaptability and learning agility to stay current with search algorithm changes, content trends, and emerging digital formats.
  • Detail-oriented mindset to ensure consistency in brand voice, metadata, and compliance requirements.
  • Customer empathy and audience-focused thinking to craft content that resonates with target personas and use cases.
  • Problem-solving skills to identify content gaps, recommend solutions, and prioritize high-impact initiatives.
  • Time management and prioritization skills to balance reactive content needs (product updates, PR) with long-term content projects.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Communications, Journalism, English, Marketing, Digital Media, or a related field — or equivalent practical experience.

Preferred Education:

  • Bachelor’s or Master’s degree with coursework or certification in SEO, content marketing, digital marketing, or multimedia production.
  • Certifications such as Google Analytics, HubSpot Content Marketing, or SEMrush Academy are a plus.

Relevant Fields of Study:

  • Communications
  • Journalism
  • Marketing
  • English / Creative Writing
  • Digital Media / Multimedia Production
  • Information Technology (for technical SEO-focused roles)

Experience Requirements

Typical Experience Range:

  • 2–5 years of professional experience creating content for websites and digital channels; examples required (portfolio, published work).

Preferred:

  • 3+ years of content creation with measurable SEO impact, experience managing CMS, familiarity with analytics-driven content optimization, and a demonstrated ability to increase organic traffic and conversions through content strategy and execution.
  • Experience working in cross-functional product or SaaS environments, B2B or B2C verticals, or agency settings is advantageous.
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