The specific skills required to manage a Web site change depending on the type of site. For example, an intranet will have different demands than an e-commerce Web site. However, fundamental skills are required regardless of the site. These revolve around an understanding of content.
Content is the formal communication of knowledge. The Internet is fundamentally concerned with this formal communication. The vast majority of it occurs through the use of text and static images.
What good is email to you if you struggle to get your knowledge into meaningful sentences? What good is your Web site if you cannot express your knowledge in words? Words are the building blocks of email and Web sites. If you want to manage a site, you must master text.
An editor's traditional job is managing text, images, and the people who create these. What keeps an editor awake at night? Worrying whether she's getting the right content to the right reader at the right time at the right cost. If you want to manage a successful Web site, that's what should be keeping you awake at night, too.
But the Internet is different from traditional publishing. In addition to standard editorial skills, you also need:
Does this person exist? People with these skills and experience are scarce. Currently, the only practical solution may be to nurture site managers internally. It's an obstacle that can and must be overcome.
As the commercial environment changes, so do the people and skills required to be effective. On the Web, your role as an editor changes, too. Whether intranet or e-commerce Web site, it begins and ends with a mastery of content and an ability to get the best out of the people who create, edit, and publish your content.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
March 19, 2014