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Key Responsibilities and Required Skills for Web Content Technician

💰 $45,000 - $70,000

ContentDigitalWebIT

🎯 Role Definition

A Web Content Technician is responsible for publishing, maintaining and optimizing digital content across websites and intranets using content management systems (CMS). This role ensures content accuracy, accessibility, SEO readiness, and consistent brand voice while collaborating with editorial, design, and development teams to deliver fast, user-friendly web experiences. Ideal candidates are detail-oriented, CMS-literate, and comfortable working with HTML/CSS, metadata, analytics and content governance processes.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Content Coordinator or Content Assistant
  • Communications Assistant or Marketing Assistant
  • Web Editorial Intern or Entry-level Web Editor

Advancement To:

  • Senior Web Content Specialist / Senior Content Editor
  • Digital Content Manager or Web Content Lead
  • Web Producer or Content Strategy Manager

Lateral Moves:

  • SEO Specialist / Search Content Analyst
  • UX Content Strategist or Information Architect

Core Responsibilities

Primary Functions

  1. Create, format, and publish high-quality website pages and content using enterprise CMS platforms (e.g., Drupal, WordPress, Sitecore), ensuring consistent templates and responsive layouts across desktop and mobile.
  2. Perform detailed content updates and revisions including copy edits, image replacements, asset optimization, and link updates while maintaining brand voice and editorial standards.
  3. Implement on-page SEO best practices—optimize titles, meta descriptions, headings, URLs, alt text, and schema markup to increase organic visibility and improve search engine rankings.
  4. Apply accurate metadata, taxonomy tagging, and content classification standards to support findability, personalization, and internal search relevance.
  5. Validate and remediate accessibility issues to meet WCAG 2.1 AA standards, including semantic HTML, ARIA attributes, keyboard navigation, and meaningful alt text.
  6. Coordinate and execute content migrations and bulk uploads, including mapping legacy URLs, setting up redirects (301/302), and preserving SEO equity during CMS or platform transitions.
  7. Conduct regular content audits and inventory exercises to identify outdated, duplicated, or low-performing pages and recommend archival or refresh strategies.
  8. Troubleshoot basic CMS issues, escalate platform bugs to web developers, and apply emergency content fixes during outage or incident responses.
  9. Prepare and schedule content releases and publishing calendars in collaboration with marketing, editorial, and product teams to meet campaign deadlines.
  10. Manage user permissions and workflows in the CMS—create/editor roles, approve submissions, and maintain editorial governance.
  11. Optimize media assets for web performance (image compression, responsive images, lazy loading) to improve page speed and core web vitals.
  12. Implement and monitor redirects, canonical tags, and sitemap updates to guide search engines and avoid duplicate content issues.
  13. Maintain and update reusable templates and component libraries in the CMS to ensure consistent presentation and faster content creation.
  14. Edit and prepare multimedia (images, video embeds, transcripts) for publishing—ensure correct formats, captions, and copyright attribution.
  15. Run QA cycles and pre-publish checklists (content accuracy, links, cross-browser compatibility, mobile rendering) to ensure launch quality.
  16. Track content performance with analytics tools (Google Analytics, Google Search Console) and provide weekly/monthly reports highlighting traffic, conversions, and content opportunities.
  17. Implement A/B tests for content variants or calls-to-action in coordination with product/marketing teams and document learnings.
  18. Assist with basic front-end updates using HTML, CSS, and inline JavaScript snippets when needed, following governance and version control practices.
  19. Support search optimization and internal site search improvements through query analysis, synonyms, and promoted results configuration.
  20. Enforce content governance and version control—archive old versions, document change history and maintain editorial SOPs for publishing.
  21. Liaise with legal, compliance and localization teams to ensure sensitive content adheres to regulatory requirements and is correctly localized for target regions.
  22. Provide training and documentation for internal content authors on CMS best practices, template usage, and editorial standards.
  23. Maintain backups and contribute to content rollback plans to recover quickly from publishing errors.
  24. Proactively recommend process improvements and tools to streamline content production, reduce manual tasks and increase publishing velocity.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis.
  • Contribute to the organization's data strategy and roadmap.
  • Collaborate with business units to translate data needs into engineering requirements.
  • Participate in sprint planning and agile ceremonies within the data engineering team.
  • Provide basic analytics support for reporting needs and help prioritize content updates based on data insights.
  • Assist in cross-functional projects such as site redesigns, platform migrations and digital accessibility initiatives.

Required Skills & Competencies

Hard Skills (Technical)

  • Content Management Systems (CMS): hands-on experience with Drupal, WordPress, Sitecore or equivalent enterprise CMS platforms.
  • HTML5 and CSS3: ability to make markup edits, fix layout issues and add semantic elements.
  • Basic JavaScript familiarity: understanding of common snippets and when to engage developers.
  • On-page SEO: proficiency with meta tags, heading structure, canonicalization, schema.org markup and URL best practices.
  • Accessibility (WCAG 2.0/2.1): practical knowledge of accessibility standards and remediation techniques.
  • Web analytics: Google Analytics, Google Search Console, or equivalent for tracking traffic and performance.
  • Image and media optimization: tools and techniques for compressing images, creating responsive assets and embedding video.
  • Redirects and sitemap management: configuring 301/302 redirects, managing XML sitemaps and troubleshooting crawl issues.
  • Content migration and bulk upload tools: experience with CSV/XML imports, migration mapping and data validation.
  • Version control and publishing workflows: basic familiarity with Git, CMS revision histories, and editorial approvals.
  • Metadata and taxonomy: designing and applying metadata schemas to improve content findability.
  • Basic SQL or data query skills: ability to extract simple reports or collaborate with analysts.
  • Cross-browser and mobile QA testing: ensuring content renders correctly across devices and browsers.
  • Familiarity with marketing automation and tagging (UTM, pixels) for campaign tracking.

Soft Skills

  • Strong attention to detail and a commitment to content quality and accuracy.
  • Excellent written communication and copy-editing skills to enforce brand tone and clarity.
  • Collaboration and stakeholder management: ability to work with writers, designers, developers and business owners.
  • Problem-solving and troubleshooting under time pressure.
  • Time management and organization: prioritize content tasks in a fast-paced publishing environment.
  • Curiosity and continuous learning about SEO, accessibility, and web standards.
  • Empathy for end users and a user-centered approach to content decisions.
  • Adaptability to changing CMS platforms, processes and organizational needs.

Education & Experience

Educational Background

Minimum Education:

  • Associate degree in Communications, Web Technology, Digital Media, or equivalent combination of education and experience.

Preferred Education:

  • Bachelor’s degree in Communications, Journalism, Marketing, Computer Science, Information Technology or related field.

Relevant Fields of Study:

  • Communications
  • Digital Media / Web Design
  • Computer Science / Information Technology
  • Journalism / English
  • Marketing / Digital Marketing

Experience Requirements

Typical Experience Range: 1–4 years working in web content, CMS publishing, digital communications or a similar role.

Preferred: 3–5 years of hands-on experience with enterprise CMS, SEO and accessibility implementations; proven track record in content migrations, analytics-driven content optimization and cross-functional publishing processes.

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