A JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade: Digital Content Officer Marketing and Campaigns Digital media, Communications Southern Support Centre Website editor N/A MS1 1. Purpose of the job To develop strong, inspiring digital content that effectively communicates to a range of many different audiences. To ensure that content on the website and our e-newsletters supports RSPCA objectives and meets the brand guidelines in style and tone of voice, and is accessible. 2. Dimensions The e-newsletter goes out to approximately 300,000 supporters monthly. The website receives over 1 million visits per month. 3. Principal Accountabilities Producing content for website/s and e-newsletters Working from internal client briefs, develop ideas for how content could be developed and formatted to achieve best impact in meeting the objectives e.g. web copy, video, audio, graphics, downloads etc. Generate strong, search engine optimized, web copy including articles, RSPCA blogs and straplines to engage the public and support objectives. Work with in-house specialists (scientific, inspectors, fundraisers, press) to generate new web content and refresh old content. Work with the digital analyst to generate relevant, search engine optimized, copy that will attract new visitors to the site and support the charity s objectives. Review new copy after one month using tools like the Facebook like buttons, rate and review portlets and Google analytics to understand what works well and implement changes as agreed. Create new sections and pages on the website using the website management system. Edit/rewrite e-newsletter copy and source images as appropriate. Create monthly e-newsletter within the Silverpop mailing system and prepare for sending.
Liaise with the broadcast team to source and review video and audio for the website and work with the digital marketing team to identify and implement opportunities to promote. Manage specific online projects, working with IT and third parties to develop and test functions as well as content. Research and edit press releases and case studies for the website. Research images and other website resources as required and scanning/cropping photographs and images for use on website using photo editing software. Research new ways to measure engagement with visitors to the site. Providing administrative support to the website editor Providing input at press office and publications editorial team meetings and feeding back any updates to the digital media team Gathering and chasing information and assistance from other departments as required Ensuring quality, accuracy and consistency of digital content Develop the online writing style guide to ensure consistency across all areas of the website and consistency with offline publications and brand. Revise, edit and proof read copy from other contributors as necessary. Assist in the development of processes and procedures to publish content on the website Train and mentor appropriate RSPCA staff on how to write effectively for the web and SEO Other Take an active role in gathering copy requirements and making creative content and copywriting suggestions as part of digital media project work. Assist the website editor with any other writing or website build tasks, as requested. Undertake any other duties as requested. While at work all staff are required to: take care of their own health and safety and that of others who may be affected by their acts and omissions. co-operate with Society policies and procedures for health and safety 4. Knowledge, skill and experience Please refer to the attached person specification (Appendix A).
5. Organisation Please refer to the attached organisational chart (Appendix B) 6. Job Context The digital media team represents an innovative and developing area of RSPCA work. This post forms part of a team focused on driving forward the Society s digital requirements and continued development of the main website. The web editorial team is responsible for maintaining the look, feel and functionality of the main RSPCA website to ensure it s on brand, up-to-date, engaging and easy to find for our key audiences. It is important therefore that the post holder has creative flair and is generally web savvy. Work is mostly assigned by the website editor, however uploading and recording tasks using the project management tool will be the responsibility of the post holder and work will be assigned via this process with little supervision. It is essential the post holder is able to prioritise and manage their own workload. Work may also be assigned by the digital media manager. This role involves creating and checking content updates to the website, and dealing with urgent updates when necessary. So the ability to make informed decisions is important. New projects are frequently being planned and implemented with other departments, with the IT department playing a major role. The post holder will need to be comfortable with working across departments and occasionally attending meetings of a technical nature. The post holder may also frequently be required to liaise with IT support to solve problems both on their own initiative and to assist the website editor. A key component of the role is to ensure quality and consistency of copy in the online environment. The post holder will also need to work closely with the Brand Marketing and Content team to ensure consistency with offline copy. 7. Additional information This job description is a statement of the job content agreed at May 2014. It should not be seen as precluding future changes. Job holder s signature:.. Date: Line manager s signature: Date:.
APPENDIX A Person Specification for Digital Content Officer Criteria Essential Desirable Professional/Technical Qualifications English degree or writing qualification. Or equivalent Completed a writing for the web course Experience & Job Knowledge Experience in using a web content management system to create/maintain website content. Proven writing/editing experience preferably in an online environment. Understanding of the role of copy in web user experience and SEO. Experience of working with other digital media e.g. video, images to support content development. Experience of working within brand or house-style guidelines for copy. Trained in Plain English Experience in a similar role Understanding of workflow and editorial processes. Experience of developing a high volume of content for a web project.
Skills & Competencies Competent in all Microsoft applications with a demonstrated interest in digital including web, SEO, social media, mobile etc. Experience of using a CMS Proven writing skills including proofreading and editing, with an excellent grasp of grammar. Excellent verbal communication skills across all organisational levels Excellent interpersonal skills Skilled in structuring web content Personal Qualities Creative flair Highly organised and efficient. Able to manage a busy schedule Ability to communicate confidently and effectively with numerous stakeholders Ability to multi-task and prioritise own work Ability to work under pressure Consultative approach to problem solving and a team player. Attention to detail Sympathetic to the aims of the RSPCA =cial Circumstances (if any) Comfortable around dogs