Job Title: Website Content Manager
Type of Company: I work for a financial institution in their internal marketing group that manages the website.
Education: BA in English and Political Science, University of Vermont
Previous Experience: I worked for a new destination spa in a large family owned resort in Vermont as the facilities manager, then after one year in that position moved into the marketing department. After two years there I moved to Boston and my current job
Job Tasks: As a web marketing professional I have specialized my marketing education into this specific channel. I focus on writing, editing, and organizing the content on the companies web site, and the messaging put forth in external web site ads.
My typical day includes copy writing for the website, working with external web sites to place ads, and developing the presentation of the bank's promotional materials to acquire new customers. The basic knowledge I needed coming into this job was a solid background in writing and strategic advertising thinking. On the job I learned how to code web pages to implement small fixes to the site layout and presentation. The higher level thinking in my job involves constantly asking myself "how are these action going to increase sales."
The biggest difference between web marketing and traditional marketing is that the level of measurement is much higher in web marketing. This is a mixed blessing, because while we know if the marketing efforts are working, it requires constant monitoring and tweaks to the campaigns based on the data reported.
My favorite aspect about web marketing is that things are never set in stone. For example, when I used to create a print brochure for a company it was like working in pen all the time; if the brochure went off to the printer with an error we were stuck with until the supply of brochures ran out or we could undergo a costly re-print. Working on the web is like working in pencil; if something goes live with an error we can easily correct it in a few seconds, and if something isn't producing the desired results we can always erase and start again mid campaign.
Best and Worst Parts of the Job: The best parts are the people I get to work with, it's a combination of tech savvy and creative graphic designers.
The worst parts of the job is the constant demand to move quicker, and that when creating content you must cater to both the web savvy and the not so web savvy.
1. Make sure you start at the bottom, and learn all there is to know from industry experts.
2. If you want a career in marketing, open your eyes and question every piece of interstitial you see... why does it work? What makes the design work? Who are they targeting?
3. Learn a basic level of knowledge of marketing in all channels before you specialize as this will help you understand how all the channels can work together to create a single voice.
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