JOB TITLE: Digital Content Producer JOB NO: 2049
DIVISION: Britain Marketing Agency – DATE EFFECTIVE:
JOB HOLDER’S SIGNATURE:
REPORTS TO: Digital Content Manager
DIRECT REPORT’S SIGNATURE:
This role aims to drive the continual development of content across all VisitBritain’s online communications
channels including B2C, B2B and internally to maximise their effectiveness as communication channels and to
champion and take forward content development for VisitBritain.
Head of Digital
Digital Content Website and CRM Social Media Digital Production
Manager Manager Programme Editor
Digital Content Website and
Producer Online Campaigns
List the essential experience, qualifications, skills and attributes required to do the job to the standard required:
SPECIFIC TO JOB GENERIC
JOB AND PROFESSIONAL KNOWLEDGE
Proven copywriting experience including solid online and MOTIVATIONAL
international experience. Displays high energy and achieves success in
Educated to degree level in Journalism or similar, higher others through enthusiasm and drive.
level degree/qualification preferable. Able to achieve buy in from others through
Extremely high understanding of web writing practices pragmatic reasoning and solid knowledge of the
including language and style, usability, SEO, branding, subject/field.
CRM and web delivery.
Experience in brand tone of voice. PROBLEM SOLVING AND STRATEGIC THINKING
Experienced in research and development of content ideas Ability to deal effectively with issues arising from
and concepts. key content projects.
Experience of working with Wordpress. Uses a pragmatic approach and the tools and
Confident and enthusiastic on Twitter and Facebook analyses available to devise the appropriate
actions to achieve the optimal results.
Good knowledge of the tourism industry and the UK.
Proven experience in driving and delivering key metrics.
STRONG TEAM PLAYER
Experience of relationship building.
Has a strong ‘can do’ attitude and willingness to
Strong project and time management skills. share and seek information, knowledge, help and
A second language is preferred. support within the entire organisation.
INITIATIVE / CREATIVITY FLEXIBILITY AND ADAPTABILITY
Highly creative and able to generate an environment in Ability to work on multiple contemporary projects
which ideas created and realise them into deliverables. Able to apply a wide variety of skills across a wide
Seizes opportunities to develop more effective processes to variety of tasks.
champion both the customer and the organisation. Adapts easily and is comfortable with ambiguity.
Proactive in seeking out opportunities for innovation and
enhancement of VisitBritain’s main consumer channels. TASK ORIENTATION
Able to prioritise and to meet tight deadlines.
INTERPERSONAL SKILLS AND COMMUNICATION Excellent attention to detail and good
Ability to interpret stakeholder/client and user needs into organisational skills.
working projects that deliver success. Ability to work under pressure and to prioritise
Excellent interpersonal skills that champion the customer effectively.
and the varying perspectives of the overseas markets. Highly results orientated, willing to go the extra
Excellent communicator with well developed diplomatic mile to realise the benefits of an initiative.
skills and able to deal with senior level contacts.
Able to communicative effectively to the VisitBritain COMPUTER SKILLS
customer through content. Highly computer and web literate. Excellent MS
Office or similar. Good knowledge of CM and
NEGOTIATION SKILLS CRM systems, understanding of photo editing
Ability to develop content and industry partnerships both in and desktop publishing tools.
the UK and overseas.
KEY RESULT AREAS
% Time and
What are the 6-8 key objectives and the targets you have to meet?
Produce content for use across the organisation: Employ specialist copywriting knowledge
combined with knowledge of business requirements to drive the development of VisitBritain’s
international content strategy to ensure that VisitBritain’s key USP continues to be an effective and 40%
influential source of Britain content. To include: main consumer websites; commercial websites;
campaign websites; newsletters, blogs and social media channels.
Produce content for distribution: Generate content for distribution to commercial partners that
supports VisitBritain’s international marketing strategy and promotes regional content.
Consider and Support Search Engine Optimisation (SEO): Lead successful SEO practices
across the organisation to ensure all online content is fully optimised for search engines. Work with 10%
Head of Digital and SEO agency to lead all SEO content initiatives to meet key traffic targets.
Lead usability of content: Use specialist knowledge of emerging technologies, creative analysis,
effective web writing practices and industry news coupled with research and tone of voice guidelines
to drive usability at the heart of content delivery for VisitBritain’s main consumer websites,
commercial websites, campaign websites and CRM communications to meet key traffic targets.
Act as blogger liaison: Act as a liaison between VB and the team of Superbloggers. Assist in
monitoring and maintaining the Superblog and managing the Superblog schedule.
Deputise: Deputise for the Digital Content Manager to cover any absence periods. 10%
Drive networks internally: Drive networks through both own team and other departments to ensure
communication and delivery of key projects and to ensure synergy between customer acquisition, 5%
customer communications and content development.
Direct responsibility for a number of key projects or project areas
Deputise for the Digital Content Manager to cover any absence periods
The major challenge for Visit Britain in the critical area of Content Production (not limited to this role) is to unify
the VisitBritain tone of voice across departments, overseas offices and across media. It will also be a challenge
to break down the conditioned norms within the organisation to what is considered good online copywriting – it
will be necessary challenge accepted content conventions across the organisation and lead VisitBritain on how
to write for online. As part of this the demonstrable deliverables will be:
A step change in the sharing of best practice to develop an awareness of why the VisitBritain voice needs to
be developed and how to implement this around the world.
Attitudinal change across the organisation that challenges conventional writing styles to move to a more
effective modern style.
Across the board understanding of the impact effective copy has on our customer and prioritising copy
development appropriately in all content produced – copy becoming a forethought rather than an