Essential Web Content Manager Skills

To excel as a Web Content Manager, professionals must balance technical skills with editorial judgment, while also being effective communicators and organized project managers.

Core Technical or Administrative Skills

These include CMS proficiency, content strategy, and SEO—skills necessary to publish and optimize high-quality web content effectively.

Content Management Systems (CMS)

WordPress Essential

Managing site structure, publishing workflows, and plugin integrations in WordPress environments.

Drupal Important

Utilizing advanced CMS features in Drupal for enterprise and government websites.

Search Engine Optimization (SEO)

On-page SEO Essential

Optimizing metadata, headings, and internal linking to improve page ranking.

SEO Tools Important

Using platforms like SEMrush or Yoast to analyze and improve content visibility.

Soft Skills & Professional Competencies

Strong communication, collaboration, and editorial judgment are key to managing content workflows and cross-functional input.

Communication and Leadership

Cross-functional Collaboration Essential

Working effectively with marketing, IT, legal, and design teams to align messaging.

Editorial Oversight Essential

Reviewing and editing content for clarity, tone, and brand consistency.

Specialized Career Tracks

As Web Content Managers gain experience, they can pursue specialized career tracks that align with areas such as digital strategy, UX design, or enterprise content governance.

Digital Content Strategist

Secretary Track

Typical Experience: Focused on high-level content planning and information architecture

Role Track

Digital Content Strategists lead the development of comprehensive content plans, aligning content with user journeys, business goals, and channel distribution. They often work in large organizations or consult for multiple clients.

Information Architecture UX Writing Stakeholder Communication

Key Skills

  • Information Architecture
  • UX Writing
  • Stakeholder Communication

Career Impact

  • Estimated Salary Range: $85,000 - $115,000
  • Opportunity for role specialization and advancement
  • Track provides focused expertise in a unique office domain

UX Content Manager

Secretary Track

Typical Experience: Serves product teams and focuses on usability

Role Track

This track blends content management with user experience, working on web interfaces, microcopy, and ensuring content enhances usability.

UX Design Wireframing User Testing

Key Skills

  • UX Design
  • Wireframing
  • User Testing

Career Impact

  • Estimated Salary Range: $90,000 - $120,000
  • Opportunity for role specialization and advancement
  • Track provides focused expertise in a unique office domain

Career Advancement Strategies

Web Content Managers can advance their careers by stepping into digital leadership roles or branching into specialized domains such as UX, analytics, or content strategy.

Strategies for Growth

  • Develop Strategic Thinking

    Learn to link content efforts to business goals, KPIs, and ROI metrics.

  • Learn New Platforms

    Gain expertise in enterprise CMS platforms, headless CMS, or localization tools.

Professional Networking

  • Join Content Strategy Communities

    Engage in forums like Content + UX or attend Confab for best practices and networking.

  • Connect on LinkedIn

    Follow content leaders and participate in relevant groups to stay visible in your field.

Building Your Brand

  • Build a Personal Content Portfolio

    Showcase your writing, strategy docs, and live project links.

  • Optimize Your LinkedIn Profile

    Use keywords that reflect your expertise and highlight strategic wins.