Content brokers and online editors on the rise

In the course of content marketing and content relevance, journalistic skills are more in demand than ever before.

One of the key skills for an online editor is the ability to express complicated issues clearly and to prepare them for relevant online channels. doubleSlash is always on the lookout for motivated online editors in this field. That's why I asked Leonie Hlawatsch from our Human Resources department about the requirements of this multifaceted job.

1. we are looking for online editors for our customers to provide editorial support for very extensive software systems. What does an online editor have to fulfill in this environment?

Leonie: At doubleSlash, online editors not only take care of the editorial preparation of texts. They are also responsible for the networking of content and form an important interface to the authors in the specialist departments. The complex environment in which our online editors work brings with it numerous interesting challenges. These include, for example, the content planning and conception of intranet areas or user administration with regard to the management and authorization of users and content. Last but not least, our online editors use their expertise to support the technical development of the software system. We are looking for applicants who are enthusiastic about the multifaceted profession of online editor and, as digital natives, want to work in this environment of unlimited possibilities.

2. to what extent have the requirements for an online editor changed?

Leonie: The best way to describe this change is with a visual comparison. Let's see the information platform managed by online editors as a city with numerous stores. Whereas in the past it was a matter of filling the store windows with content to inform visitors, today's task is to create a proper infrastructure around it. Signposts are created, districts become interesting for certain target groups and visitors are now guided from one store to the next - on the right individual route for them.
Today's online editors do not simply provide content, they market content. There are many facets to the term content marketing. One of these is certainly increasing the visibility of content through SEO measures. Another is the creation of a personal connection through target group-relevant content. There are more and more opportunities for today's online editors - an important factor that makes this profession so attractive. The shop windows from our example should no longer be seen as information boards, but as touchpoints.

3. the term "content broker" is used to describe a new activity that emphasizes the targeted distribution of content. What is it all about?

Leonie: The competition for attention is in full swing and more intense than ever. Those who are up-to-date and offer relevant content via the right touchpoint will win the attention of users. This raises the question for companies of how they can best cover the costs in order to survive in this cut-throat competition. A purely internal solution guarantees individual content and texts in the appropriate technical depth. It is also possible to outsource the creation of content. This is where the task of content brokers begins.
With the help of platforms, they act as traders between external authors and the requesting companies. The price of the traded content depends on how customized it is to be. Although the term "content broker" is generated from this external model, it also reflects the change in online editors working internally within the company. Their activities can no longer be summarized under editorial work but rather under content management. The term content broker, on the other hand, illustrates the highly dynamic nature of this environment even more clearly.

Leonie, thank you very much for your answers.