 JOB DESCRIPTION Job Title: Division: Department/Region/Section: Location: Reports to: Responsible for: Grade:

1.

Digital Content Officer Marketing and Campaigns Digital media, Communications Southern Support Centre Website editor N/A MS1

Purpose of the job

To develop strong, inspiring digital content that effectively communicates to a range of many different audiences. To ensure that web content supports RSPCA objectives, meets the brand guidelines in style and tone of voice, and is accessible. Working as part of the web editorial team to ensure that content on the websites is current and accurate.

2.

Dimensions

The website receives over 1 million visits per month.

3.

Principal Accountabilities

Producing content for websites   

   

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. Reviewing the performance of content using Google Analytics and making changes where necessary. Reporting this back to the content owners. Create new sections and pages on the website using the website management system. Liaise with the broadcast team to source and review video and audio for the website and work with the digital media team to identify and implement opportunities to promote. Research and edit press releases and case studies for the website.

   

Preparing images and creating graphics for use on the website using photo editing software. Manage and develop the Society’s Google + and places profiles. Performing updates to web content as requested /approved by the website editor, using the content management system (CMS) and web management system and in line with our content and SEO strategy. Advising contributors on best practice for web, e.g. SEO, accessibility and usability. Ensuring content complies with web-related policies and brand guidelines.

 Providing administrative support to the website editor  Attending meetings as required and feeding back any updates to digital media team.  Gathering and chasing information and assistance from other departments as required.  Providing website information for project reports and meetings, in conjunction with digital analyst if 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.

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:   4.

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 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. 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. 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 Professional/Technical Qualifications

Experience & Job Knowledge

Essential English degree or writing qualification. Or equivalent

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.

Desirable Completed a writing for the web course 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. 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