Content Management: Whose Job Is It Anyway?

By Kelly Goto

The role of a content manager and the process of developing content for a web site is often an unclear task. There seems to be little to no written methodology or online blogs about the topic. Sometimes, content simply 'appears' when someone realizes the task is left undone. Other times, a copywriter is hired, and this person is given a daunting task he or she is incapable of executing. Generally, when a company decides to redesign their site, they do not take the task of content creation and management fully into the scope of the project, and very rarely understand the nature of the role, the process or the deliverables involved.

This 2-part article addresses the role of a content manager and the process of content creation. In Part 1, we define the role and clarify the qualifications. In Part II, we dive into the details of the content management process and workflow and how it fits into the big picture. We also offer resources to aid in the quest of clear content creation.

Part I: Defining the Role
Part II: The Process
   Phase 1: Discovery & Clarification - Gathering Data
   Phase 2: Setting Framework - Outlining Content
   Phase 3: Writing - Creating the Copy Deck
   Phase 4: Publishing - Posting, Reviewing & Editing

Please note - this article is very long. You may prefer to download the accompanying PDF for easier review.

Part I: Defining the Role

The role of a content manager is difficult to define. Applying for a content manager job is like applying for a job that not only does not exist, but for which the company doesn't even realize the need. Many clients think we're talking about the role of a copywriter, but it is more than straight copywriting. The role falls into several categories during the process, from marketing to information design. The content manager will work between the client (company) and the web development team during the process. Most projects we've worked on follow one of the following three scenarios when it comes to developing content:

ONE: Client Magic. The client thinks they will magically produce the content for the site on time using their existing marketing resources, without hiring an expensive copywriter. Don't they already have brochures and existing site copy they can repurpose for this new launch? And if there isn't enough time - isn't this a virtual environment where you can add any unfinished pages after the site is launched?

TWO: Copywriter to the Rescue. The client has a copywriter who they have worked with in the past - someone who has written company white papers, marketing or collateral materials. The catch: Usually this copywriter writes for print, or for technical manuals and has little understanding of how the web works. He/she does not understand online linking and navigation, and how writing for the web differs from print or advertising. This person can learn, and their experience is valuable, but sometimes the curve is a painful one for all involved.

THREE: Design Team Knows All. The client assumes the newly hired web design/development team has the answer - after all they have done this many times before. The design team must be able to take the copy from the old site and massage it into updated content for the new site. Also, there is a ton of existing marketing materials in both print and digital format. So all the client needs to do is provide some updated bios and product page information. Isn't this what we are paying the design team to produce?

There is a fourth scenario - one where the client gets it and hires a competent content manager who has the background and experience to get the content organized, written and delivered in a timely manner. Or the company has a system in place with internal workflow, approval processes and a staff of writers (or contractors) in place for ongoing updates. However, this rarely happens.

Most companies assume when we tell them they need to hire a content manager, we are telling them to hire a copywriter. This is not the case. Although you need someone who can write well, this person may need to manage a copywriter or a team of writers. The hired individual is extremely well rounded and self-running. They might have writing skills, but do they have web knowledge? They might have management skills, but do they have industry expertise?

It is extremely difficult to find the perfect resource - but you need to know what you are looking for in order to find the right person. Finding someone to manage the content process for your website requires the person to have (some of) the following characteristics:

• Self-Running: The person in this role needs to be self-running and 'get it' by understanding what is required to develop website content. Each project and situation is different. This person will need to manage a very daunting and deadline driven process. Digging for information, pushing to make deadlines and running solo without much guidance is par for the course.
• Organized: The content manager needs to have the organizational and management skills to manage the process of content development. This generally requires a project management or producer mentality - the ability to set and make deadlines, manage resources and budgeted time, set expectations and communicate effectively. This person needs to be detail-oriented and able to handle multiple deliverables at one time.
• A writer or editor: The ability to write and edit is a critical component of the role however this person may hire other copywriters to actually produce final content if his or her style or writing ability does not match the needs of the project. Editing skills are necessary to help conform the style and tone of various marketing materials or previous site copy. Having a background in marketing is helpful but not mandatory.
• Web savvy: The content manager doesn't need to know the ins and outs of HTML but should be familiar with enough markup to call out links and bolded or italicized text. They need to understand how web writing differs from regular marketing copy. Navigational copy needs to be addressed (some call it 'navitorial copy') along with descriptions of images and page titles. Paragraphs need to be short and action oriented.
• Versed in information design: The content manager and/or copywriter should work very closely with the information designer on the web team. The content manager, if this is one of his or her skills, may actually produce what will become the content outline and the initial wireframes for the project. This means the content manager needs to understand the nuances of navigation, labeling and action-oriented copy.
• Knows the client's industry: This is preferred, though not required. A smart individual can interview, research and gain insight into the client's industry fairly quickly. It is a bonus if the content manager has background in the client's particular industry, along with the audience who will be interacting with the site.

This list of characteristics represents a best-case scenario for a web project -- especially one with no existing content and a tight deadline. If you invest in the right resource, you can also expect this person to help write and manage the creation of content for marketing efforts (on and offline), product documentation, site updates and more. It is a worthwhile effort to screen and hire the right individual. Be aware: You might need to go through more than one or two people to find an ideal fit.

This job is generally either a contract position or a side-responsibility for someone already on the web team or in the marketing department. Copywriters or content managers charge a premium for their time (between $65/hr to $125/hr). Because this person will be working closely with the client during the process, it is recommend the client hire this person directly.

Next - Part II: The Process