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Key Responsibilities and Required Skills for Web Content Producer

💰 $45,000 - $85,000

ContentDigital MarketingWebSEOEditorial

🎯 Role Definition

The Web Content Producer is responsible for planning, creating, editing, publishing, and optimizing digital content across websites and related digital channels. This role combines editorial judgment, content strategy, SEO best practices, hands-on CMS publishing, and cross-functional coordination to ensure content aligns with brand voice, user experience goals, and measurable performance KPIs. The ideal candidate owns the end-to-end content lifecycle — from concept and production to analytics-driven optimization — and collaborates with designers, developers, product managers, and marketing to drive engagement, conversions, and discoverability.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior Web Content Producer / Assistant Content Producer
  • Digital Marketing Assistant or Content Coordinator
  • Copywriter, Editorial Assistant or Communications Specialist

Advancement To:

  • Senior Web Content Producer
  • Content Manager / Content Lead
  • Content Strategist or Digital Editor
  • Head of Content / Director of Digital Content

Lateral Moves:

  • UX Writer or Product Content Designer
  • SEO Specialist or Search Marketing Manager
  • Content Marketing Manager or Social Media Manager

Core Responsibilities

Primary Functions

  • Plan, write, edit, and publish high-quality web content (articles, landing pages, product pages, hub pages, FAQs, multimedia posts) that align with brand voice and strategic goals, ensuring each asset is optimized for search intent and conversion.
  • Manage a rolling editorial calendar that coordinates content production, review, approvals, and publishing deadlines across multiple stakeholders and channels to ensure consistent content delivery.
  • Optimize on-page SEO for each piece of content, including keyword research, meta titles and descriptions, header structure, internal linking, schema markup, and image alt text to improve organic visibility and CTR.
  • Operate and administer the content management system (CMS) — e.g., WordPress, Drupal, Contentful, Sitecore — to create templates, publish pages, implement redirects, and troubleshoot publishing issues.
  • Produce and edit multimedia content (video, audio, GIFs, infographics) and package them for web delivery, ensuring proper encoding, captions, thumbnails, and metadata for accessibility and discoverability.
  • Conduct regular content audits and inventory to identify gaps, duplication, outdated assets, and opportunities for consolidation, canonicalization, or refresh to improve site quality and SEO performance.
  • Implement and enforce content governance standards, including naming conventions, taxonomy and metadata schemas, editorial style guidelines, and version control processes.
  • Collaborate with UX designers and developers to ensure content displays correctly across devices, follows responsive design principles, and integrates with frontend components and templates.
  • Run A/B tests and content experiments on headlines, calls-to-action, and page layouts in partnership with CRO teams; analyze results and implement data-driven content improvements.
  • Monitor content performance using analytics platforms (Google Analytics, Google Search Console, Adobe Analytics) and create actionable reporting dashboards to track traffic, engagement, conversion, and retention metrics.
  • Coordinate with subject matter experts, product managers, legal, and brand teams to ensure accuracy, regulatory compliance, and brand alignment of web content prior to publication.
  • Perform quality assurance (QA) checks across published content to catch broken links, incorrect formatting, cross-browser or device issues, and accessibility violations before and after deployment.
  • Maintain and update content templates, modular content blocks, and component libraries to streamline publishing workflows and support a scalable content model.
  • Manage freelance writers, contractors, and external agencies: scope work, set briefs, review deliverables, and ensure on-time delivery and quality that meets editorial standards.
  • Create and maintain landing pages and campaign-specific microsites in coordination with marketing, growth, and paid teams to support product launches, lead generation, and paid media activation.
  • Implement technical on-page improvements in coordination with web engineers, including canonical tags, hreflang for international sites, sitemap updates, robots.txt adjustments, and site speed/content delivery recommendations.
  • Ensure content accessibility compliance (WCAG) by verifying semantic markup, meaningful link text, alt attributes, keyboard navigation, and captioning/transcripts for multimedia content.
  • Maintain structured data and metadata standards (schema.org, Open Graph, Twitter Cards) to improve SERP features, social sharing previews, and rich results visibility.
  • Troubleshoot and resolve CMS publishing problems, workflow bottlenecks, and content rollback scenarios; work with IT to escalate and resolve platform-level issues promptly.
  • Produce evergreen and topical content strategies, collaborating with marketing and editorial leadership to prioritize content investments that drive long-term organic traffic growth.
  • Lead content localization and internationalization initiatives, coordinating translation workflows, localized SEO best practices, and cultural adaptation to expand reach into new markets.
  • Stay current with search engine algorithms, industry trends, and content platform updates; translate insights into actionable adjustments to content strategy and production processes.

Secondary Functions

  • Support cross-functional marketing campaigns by providing content assets, landing page builds, and content QA for paid, email, and social channels.
  • Contribute to keyword strategy and competitive content gap analyses to inform editorial priorities and topical authority development.
  • Assist with setting and tracking KPI targets for content initiatives and prepare regular stakeholder-facing performance summaries with recommended next steps.
  • Help maintain and document content processes and training materials for CMS users, editors, and contributors to ensure consistent adoption and quality control.
  • Participate in sprint planning, standups, and agile ceremonies to align content work with product and engineering roadmaps.
  • Provide ad-hoc editorial support for press releases, corporate communications, and executive messaging when needed.
  • Help triage user feedback and site content requests from internal teams and support teams; translate feedback into prioritized content tasks.
  • Support migrations and site architecture changes by verifying content mapping, redirects, and post-launch QA to preserve SEO value and user experience.
  • Collaborate with legal and compliance teams to maintain content standards for regulated industries, ensuring required disclosures and disclaimers are present and accurate.
  • Maintain a backlog of content improvements and technical SEO tasks and assist product owners in prioritizing content work against other development priorities.

Required Skills & Competencies

Hard Skills (Technical)

  • Content Management Systems (CMS): expert-level experience with WordPress, Drupal, Contentful, Sitecore, or similar platforms for page creation, templating, and workflow administration.
  • SEO & Organic Search: hands-on knowledge of keyword research, on-page optimization, metadata, schema markup, canonicalization, hreflang, and search console troubleshooting.
  • Web Analytics: proficiency in Google Analytics (GA4), Google Search Console, and basic dashboarding to analyze content performance and report insights.
  • HTML/CSS Fundamentals: ability to write and edit basic HTML and inline CSS for content formatting, troubleshoot rendering issues, and liaise effectively with front-end developers.
  • Multimedia Production Tools: working skills in Adobe Creative Cloud (Photoshop, Premiere Pro, Audition) or equivalent tools for basic image, video, and audio editing.
  • CRO & A/B Testing Tools: experience with experimentation platforms such as Optimizely, VWO, Google Optimize, or equivalent to test content variants.
  • Accessibility & Standards: working knowledge of WCAG guidelines and practical steps to make web content accessible to a diverse audience.
  • Metadata, Taxonomy & Content Modeling: experience designing content types, metadata fields, tags, categories, and structured content for scalable content architectures.
  • Basic Technical SEO: familiarity with sitemaps, robots.txt, redirects, site speed optimization, and mobile-first indexing considerations.
  • Content Collaboration Tools: proficiency with editorial collaboration and project tools like Asana, Jira, Trello, Confluence, or Airtable for workflow and approvals.
  • CMS Migration & Release Management: experience supporting migrations, staging environments, and release QA to ensure content integrity after platform changes.
  • Social & Sharing Metadata: knowledge of Open Graph, Twitter Cards, and social preview optimization for shareable content.

Soft Skills

  • Strong editorial judgment and excellent written communication with the ability to adapt voice and tone to brand guidelines and audience segments.
  • Project and time management skills: able to manage multiple production streams, prioritize tasks, and meet tight deadlines in a fast-paced environment.
  • Collaboration and stakeholder management: proven ability to work cross-functionally with designers, developers, product, legal, and marketing teams.
  • Analytical mindset: data-driven approach to evaluating content performance and making iterative improvements based on metrics.
  • Attention to detail: meticulous approach to copyediting, QA, and publishing accuracy across devices and platforms.
  • Creative problem solving: ability to take limited briefs and turn them into compelling, user-focused content solutions.
  • Leadership and vendor management: capable of briefing, managing, and evaluating freelance writers and external agencies.
  • Adaptability and continuous learning: comfortable with evolving search engine rules, content platforms, and industry best practices.
  • User empathy and audience focus: ability to craft content that addresses user needs, search intent, and conversion paths.
  • Communication and presentation: able to synthesize performance data and present recommendations clearly to stakeholders and leadership.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Communications, Journalism, Marketing, English, Media Studies, Digital Media, or a related field.

Preferred Education:

  • Bachelor's or Master's degree with coursework or certifications in SEO, digital marketing, content strategy, or UX writing.
  • Certifications such as Google Analytics, HubSpot Content Marketing, SEMrush/Yoast, or equivalent professional credentials are a plus.

Relevant Fields of Study:

  • Journalism
  • Communications
  • Marketing
  • English / Creative Writing
  • Digital Media / Multimedia Production
  • Information Architecture / UX Design

Experience Requirements

Typical Experience Range: 2–5 years of progressive experience producing and publishing digital content, preferably in agency, newsroom, corporate, or product teams.

Preferred:

  • 3–7 years of hands-on web content production with demonstrated results in SEO-driven traffic growth, CMS administration, and cross-functional delivery.
  • Experience managing or coordinating contributors, external agencies, and end-to-end content workflows for mid-size to enterprise websites.
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