WHAT DOES A DIGITAL CONTENT SPECIALIST DO?

Published: Oct 30, 2024 – The Digital Content Specialist coordinates and schedules social media posts according to a weekly calendar, moderating inquiries, and identifying emerging issues for proactive messaging. This role includes leading digital campaigns, optimizing channels, and ensuring website content is current by collaborating with content owners to update outdated information. Additionally, contributions are made to web development by identifying bugs and testing new features, supporting overall brand recognition and engagement efforts.

A Review of Professional Skills and Functions for Digital Content Specialist

1. Digital Content Specialist Details and Accountabilities

  • Collaboration: Collaborate with colleagues and partners to collect information and materials that can be used to plan, write, develop, present, and execute concepts.
  • Research: Seek out appropriate and complete information, including timelines and required approvals, to quickly and easily complete work.
  • Consensus Building: Establish consensus on the approach, timing, and anticipated outcomes, and document as part of the project request form.
  • Content Creation: Write all content and develop overall messaging for key communication efforts.
  • Social Media Management: Plan, develop (content and visuals), coordinate, deploy, and monitor monthly social media messaging (Facebook, Twitter, LinkedIn).
  • Blogging: Write and edit blogs and e-newsletters.
  • Print Production: Write and edit print materials and develop storyboarding/scripting for videos.
  • Press Release Writing: Write press releases, web content, and any other marketing materials.
  • Content Repurposing: Repurpose content to fit the publishing media, video production, or social media.
  • Social Media Monitoring: Monitor and manage social media channels, including reporting on effectiveness.
  • Advertising Management: Recommend and manage organic and paid advertising on each channel.
  • Project Coordination: Plan communications and coordinate assets from other members.
  • Website Design Advisory: Advice on website design decisions.

2. Digital Content Specialist Tasks

  • Digital Content Strategy: Work closely with the Corporate Communications Manager to drive the digital content strategy of the Corporate Communications team.
  • Content Ownership: Ownership of internal communications content and channel engagement.
  • Channel Management: Manage all corporate communications channels including Intranet, LinkedIn, and internal email channels to ensure that content is up-to-date and informative.
  • Content Production: Storyboard and produce content for TV and internal video channels, with a particular focus on highlighting the stories of colleagues who contribute to the delivery of strategy.
  • Scripting and Delivery: Help in the scripting, recording, and delivery of internal updates from leaders.
  • Videography and Photography: Be a videographer and a photographer at internal and external events in Ireland and abroad.
  • Communication Strategy Development: As an integral member of the Communications team, contribute to and help shape the communications strategy for both people and customers.
  • Newsletter Management: Develop and manage an internal digital newsletter.
  • Engaging Content Creation: Create content that aligns with strategy while also effectively engaging a dispersed and mobile workforce.
  • Cross-Department Collaboration: Partner with people in every area of the company to facilitate internal communication across business areas by developing campaigns and crafting communications.
  • Story Sourcing: Be the eyes and ears on the ground for the Communications team by surfacing interesting stories about colleagues and the teams that deliver business strategy.
  • Regular Communication Delivery: Deliver regular communications that align with strategy, ensuring messages are clear, consistent, add value, and are in the right tone of voice.
  • Out-of-Hours Support: Provide out-of-hours communications support on an ad-hoc basis as part of the wider Communications team.
  • Emergency Response Communication Development: Play an active role in the ongoing development of the Emergency Response Communications Plan.

3. Digital Content Specialist Essential Functions

  • Content Development: Develop, proof, and edit web content.
  • Information Architecture: Develop a specialist knowledge of the information architecture and content of the website as the first point of contact for all queries and advice regarding website content.
  • Accessibility Management: Take ownership of accessibility and usability for each web page created.
  • Content Audit: Lead the content audit process, producing workable site maps and working with content owners to improve or remove content.
  • SEO Standards: Work with content editors to ensure that all published content meets agreed SEO standards, delivering training.
  • Content Archiving: Develop systems for archiving out-of-date web content to allow for easy retrieval.
  • Collaboration: Collaborate with colleagues, stakeholders, external partners, and agencies.
  • CMS Proficiency: Be adept at using various CMS, particularly open source.
  • Training Support: Provide support and training to all content owners.
  • Content Formatting: Format content using the Adobe suite of products.
  • Web Analytics: Have a good understanding of web analytics and be able to produce customized reports.
  • User Journey Optimization: Create and monitor user journeys and use Google Analytics to identify and implement improvements to UX in key areas.
  • Change Monitoring: Monitor the effect of such changes and either implement further amendments or make recommendations.
  • Customer Service: Handle and address inquiries, issues, and complaints from members and other customers.

4. Digital Content Specialist General Responsibilities

  • Information Security Management: Develops, facilitates, implements, and communicates to the corporate audience Information Security goals, policies, and procedures to minimize security risks to the Company.
  • Awareness Messaging: Develops companywide awareness messaging regarding Information Security best practices concerning business activities and security threat alerts.
  • Program Evaluation: Assesses and evaluates on an ongoing basis the effectiveness of the awareness program against corporate and Information Security goals.
  • Collaboration: Works closely with IT and organizational leaders and technical experts on a wide variety of security issues.
  • Cybersecurity Advocacy: Develops and/or maintains a Cybersecurity Advocacy group.
  • Outreach Initiatives: Raises the general level of awareness of information security by providing ongoing outreach using all company communications methods, and issuing cybersecurity alerts.
  • Research and Development: Fosters growth in security awareness by investigating, researching, and identifying new awareness areas for the program to enhance the company's security practices to minimize the overall security risk to the company.
  • Documentation Review: Performs documentation review and enhancement, including the review of Information Security team materials for external presentations and speaking engagements.
  • Communication Collaboration: Works with company communications teams for review and distribution of all employee security awareness information (all employee articles, emails, and Cyber Alerts).
  • Translation Management: Works with third-party providers to ensure translations are delivered on time and to the highest standard.
  • Content Management Liaison: Liaises with departments and markets to ensure coherency and effectiveness across content management processes.
  • Digital Support: Supports local markets in digital, providing relevant guidelines and toolboxes.
  • Stakeholder Communication: Articulates content challenges, defines solutions, and communicates with internal/external stakeholders.

5. Digital Content Specialist Key Accountabilities

  • Social Media Coordination: Coordinate, schedule, and publish postings on social media accounts following the weekly content calendar.
  • Community Engagement: Moderate and respond to social media inquiries.
  • Issue Tracking: Proactively identify and track emerging and ongoing social media issues and ensure MLA is equipped to pre-empt and/or respond with targeted messaging.
  • Event Coverage Management: Manage and facilitate social media coverage of key events to encourage stakeholder participation and engagement, as well as wider media coverage.
  • Channel Optimization: Actively maintain and optimize social media channels and publishing practices, identifying new trends and opportunities to increase engagement.
  • Campaign Leadership: Lead the design and implementation of digital and social media campaigns.
  • Content Management: Complete content updates on websites, ensuring updates are clear, relevant, accessible, engaging, timely, and targeted to the needs of identified audiences.
  • Content Update Assistance: Assist in updating outdated content on the websites by liaising with respective content owners to ensure the most relevant and up-to-date information is presented.
  • Web Development Contribution: Contribute to web development activities by identifying bugs, defects, and functional requirements to improve websites.
  • Testing Engagement: Engage in testing the raised bugs/new features on various testing environments and devices before changes are deployed in production.
  • Backup Support: Serve as backup to the Multi-Media Producer to update the website on a bi-weekly basis.
  • Brand Collaboration: Collaborate with and support the Advancement team to positively impact brand recognition and improve engagement.
  • Mission Commitment: Maintain a commitment to upholding the mission, vision, and values.
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