Web Content Development: Defining Roles and Managing the Process

Whether responsible for the success of a Web site or merely contributors of content, marketers must understand the skills and processes required for achieving the site's communications objectives.

Yet the role of a content manager and the processes for creating a Web site are often unclear and mismanaged. Sometimes, content simply "appears" when someone realizes the task is left undone. Other times, a copywriter is hired and given a daunting task that he or she is incapable of executing.

Generally, when a company decides to redesign its site, it does not fully include the task of content creation and management into the scope of the project—and it rarely understands the nature of the role, the work process or the necessary deliverables.

This article first defines the role of content manager and clarifies the qualifications. Then, it delves into the details of the content management process and workflow and how they fit into the big picture. It also provides a list of resources to aid in the quest for clear content creation.

Read Marketing Profs article Web Content Development: Defining Roles and Managing the Process