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What are the essential skills and tools for a successful content editor or manager?

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Content editors and managers are responsible for creating, updating, and optimizing the online content of a website. They need to have a combination of technical, editorial, and analytical skills to perform their tasks effectively. In this article, we will explore what are the essential skills and tools for a successful content editor or manager, and how to train and support them in the context of website administration.

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Rowena Wilding

B2B lead generation wizard | Making marketing manageable for busy business owners | Creating ?? strategies for SMEs…
Anwesha Banerjee

Content Strategist

1 Content strategy

A content strategy is a plan that defines the goals, audience, tone, style, and structure of the online content. It helps to align the content with the brand identity, the user needs, and the business objectives. A content editor or manager should be able to develop and implement a content strategy, as well as to monitor and evaluate its performance. To do so, they need to have a clear understanding of the website's purpose, value proposition, and target market. They also need to conduct research, analysis, and audits to identify the content gaps, opportunities, and challenges.

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Rowena Wilding

B2B lead generation wizard | Making marketing manageable for busy business owners | Creating ?? strategies for SMEs that bring in ????| Marketing coach, mentor & bad boss b*tch
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It's helpful to start by defining your audience or audiences, and then finding out what their pain points are. Once you know that, you can create a content strategy based around the solutions to those pain points.

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Chetan Tailang

Editorial Project Success Specialist | Sr. Project Manager | Project Management | Content Production | Content Delivery
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You will find hundreds and thousands of articles and tutorials over content strategy so I am not going to cover that. But what you will not find in those is exactly I am going to discuss here. They will discuss about all successful past practices people have been religiously following for years and getting results. But the real success is to achieve the originality and most importantly, your touch. It should reflect your style and that uniqueness which people are looking for.

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2 Content creation

Content creation is the process of producing and editing the online content, such as text, images, videos, audio, or interactive elements. A content editor or manager should be able to create and edit content that is engaging, informative, and relevant for the audience. They need to have strong writing and communication skills, as well as a sense of creativity and originality. They also need to follow the content strategy, the editorial guidelines, and the best practices for web writing and SEO (search engine optimization).

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Rowena Wilding

B2B lead generation wizard | Making marketing manageable for busy business owners | Creating ?? strategies for SMEs that bring in ????| Marketing coach, mentor & bad boss b*tch
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Great content tells a story, so before you start any piece of content, decide what story you're trying to tell. When you know that, you can decide if you're going to tell the same story across all your content, or tell different parts of the story in different piece of content. What's really important is that the messaging is consistent throughout all the content you push to your audience.

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3 Content management system

A content management system (CMS) is a software that allows users to create, edit, publish, and manage online content without coding. A content editor or manager should be able to use a CMS effectively and efficiently, as well as to troubleshoot any issues that may arise. They need to have a basic knowledge of HTML, CSS, and web design, as well as a familiarity with the features and functions of the CMS they are using. They also need to keep the CMS updated, secure, and backed up.

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Qurratulain Jawad

Marketing Strategy | Growthhacking | Business Planning | Owned Media
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It's very important for a Content Editor have an expert understanding of how a particular CMS works. While the content editor might not be someone well versed with CSS and HTML (as these can be dealt by the developer), the must have a good command on the publishing part and using plugins and adons that take care of the development part, i.e. a Content Editor who works mainly with WordPress/Woocommerce sites should have excellent command over Elementor.

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4 Content quality assurance

Content quality assurance (QA) is the process of checking and testing the online content for accuracy, consistency, functionality, and usability. A content editor or manager should be able to perform content QA before and after publishing, as well as to fix any errors or problems that may occur. They need to have a keen attention to detail, as well as a critical and analytical eye. They also need to use various tools and methods to check the content quality, such as spell checkers, grammar checkers, readability tests, broken link checkers, and user feedback.

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5 Content analytics

Content analytics is the process of measuring and evaluating the online content's performance, impact, and value. A content editor or manager should be able to use content analytics to track and report on the content's metrics, such as traffic, conversions, engagement, retention, and satisfaction. They need to have a good understanding of data and statistics, as well as a proficiency in using analytics tools and platforms, such as Google Analytics, Google Search Console, or social media analytics. They also need to use content analytics to identify the content's strengths, weaknesses, opportunities, and threats, and to make data-driven decisions and recommendations.

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6 Content collaboration

Content collaboration is the process of working with other content professionals, such as writers, designers, developers, marketers, or stakeholders, to create and manage online content. A content editor or manager should be able to communicate and coordinate with other content collaborators effectively and efficiently, as well as to provide and receive feedback constructively. They need to have good interpersonal and teamwork skills, as well as a respect for diversity and inclusion. They also need to use various tools and platforms to facilitate content collaboration, such as Google Docs, Slack, Trello, or Asana.

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Anwesha Banerjee

Content Strategist
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Build a team. Stories need to branch. So does your team. Teach them the basics of the business, and ask them to make ideas. You will see how each person reads the same thing and comes up with something you never saw before. Give credit. Expect nothing in return. Team building us a tool most team leads don't have. But if you can give up your pride and set aside your insecurities, you will have transferred knowledge and seen it blossom into tales. There are no tales without people. And trust my decade-long experience when I tell you that, keywords don't tell stories. Keywords don't make people read. You have to nurture people, and tell their stories, and in return, they will fill your blank pages with worlds you have yet to see.

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What are the essential skills and tools for a successful content editor or manager?

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1 Content strategy

2 Content creation

3 Content management system

4 Content quality assurance

5 Content analytics

6 Content collaboration

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