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Employment Outlook

Web Content Specialist

Web Content Specialists plan and implement digital content (including text, graphics and other multimedia) for websites, often using content management software, in order to maximise user engagement, and then asses its impact through the use of metrics and analytics.


Average wage for

Employment Levels

Around 6,500 people are currently employed as Web Content Specialists in Australia. This is set to increase slightly to 6,900 people by 2019, according to the Department of Employment.

Employment by State

32.2% of all Web Content Specialists are employed in NSW. The area with the lowest number of Web Content Specialists is NT, with only 1.1%.

Gender Split

This is a very male dominated industry with 79.8% of Web Content Specialists being male and 20.2% female.

Age Brackets

The most popular age for people working as Web Content Specialists is 25-34 years old, with 48.5%. A small percentage (0.6%) of people get into this career path older, aged 60-64. There is also a number of people who enjoy a career as Web Content Specialists, with 4.2% aged 55-59.

Hours Worked

Web Content Specialists work an average of 43.3 hours a week which is 2.4 hours higher than the average for all occupations.

Education Level

The majority of Web Content Specialists have a Bachelor Degree qualification (44.3%) or are at a Year 12 level (32.9%). 67.2% of people have a Cert III or higher, whilst 32.8% have a qualification which is Year 12 or lower.

Web Content Specialist Duties & Tasks

  • Analyse search analytics to uncover content gaps.
  • Understand web usability and accessibility guidelines.
  • Write clear, concise copy suitable to the topic.
  • Research topics and observe the progress of competing websites.
  • Know and use basic HTML and other web-site building tools.
  • Liaise with information technology, marketing, design and other staff.
  • Understand basic graphic design fundamentals.
  • Check for presence of keywords in copy.



*The information provided on this page is from the Department of Employment’s Job Outlook website. All salary ranges are from Payscale. Where jobs are not exact matches, job areas have been used. This information is to be used as a guide only.