A robust, engaging web presence is crucial for any entertainment brand; that includes the production and publication of original written content, as well as video, podcasts, and interactive media. It is the digital content editor’s role to maintain quality and consistency across media types and web platforms, with special attention given to driving increased traffic and brand visibility.
The digital content editor is responsible for taking consumer-targeted web content from concept to publication by overseeing a diverse team of staff and freelance contributors and coordinating with internal marketing departments. Whether the editor is assigned to web properties that support the marketing campaign for a summer blockbuster film, record release, video game, or major touring production, he or she develops strategies for generating meaningful content that garners a high volume of visits, and encourages awareness and excitement around the product. Content typically includes written news articles, video interviews and behind-the-scenes features, podcast discussions, and a variety of embedded games or other interactive apps.
Specific processes of this position will vary by company, but essentially follow the pipeline of brainstorming, assignment, production, editing, and publication. The editor will work with staff to brainstorm content topics and then delegate assignments to in-house contributors and freelancers. During the production process, whether for written copy, audio, or video, the editor supervises the contributors to ensure that they are meeting deadlines and are maintaining the focus of the assignment. When completed work is returned, the editor will proofread written copy for style and grammar, making appropriate changes. The digital content editor will not edit video or audio but will give notes to the production team to make the necessary cuts. It is the digital content editor’s responsibility to ensure that all published content meets a certain standard of quality, is relevant, and deemed useful for the audience.
To be successful as a digital content editor requires a diverse range of education and experience. A college degree in communications, journalism, or English is relevant to this career. Study should include courses in creative writing, copyediting, news writing, digital media, and marketing. Training in the use of video editing and production equipment, in addition to audio production, is encouraged. The content editor should also be familiar with content management systems like WordPress, Drupal, and Tumblr, as well as basic CSS and HTML. Proficiency with Photoshop, Illustrator, and InDesign is also encouraged. Above all, the editor must possess the ability to guide contributors toward the creation of meaningful, quality content, with attention to serving the interests of the brand and the audience.
Employment opportunities exist with large entertainment companies such as film studios or record labels, and are available as regular, full-time positions. The digital content editor will typically work in conjunction with a larger marketing department, within the digital media or content marketing division. Similar positions exist with traditional news services and entertainment publications with an online presence. Like any newsroom, expect the pace to be hectic and always up against the clock. It is an unexplained reality that no matter how long you give a contributor to meet a deadline, he or she is likely to be late. You must learn to plan for such emergencies and always have a backup waiting. As a digital content editor, you will collaborate with writers, audio/video production teams, graphic designers, web developers, and project managers. Clear communication is a key to success, as is a respectful demeanor that encourages creative cooperation.
