Marketer & Content editor roles

Learn the difference between page building and content editing and when to use each role.

Marketer & Content editor roles

Learn the difference between page building and content editing and when to use each role.

Marketer vs Content editor role

As sites grow and teams expand, Designers can't be the only ones making updates. Marketers need to launch pages quickly. Content editors need to keep information accurate and current. Webflow is built to support both — with two distinct roles designed for exactly these needs.

Understanding the difference between the Marketer and Content editor roles is the first step to building a team that can move independently, without creating risk for the site or the design system.

The Marketer role

The Marketer role is designed for team members who need to create and build pages, not just update content on existing ones. Users assigned the Marketer role can:

Use page building to assemble new pages using designer-approved components and templates
Edit content within those components
Manage page-level settings like SEO

This role is ideal for growth marketers, demand generation specialists, event marketers, and anyone responsible for creating and launching pages independently.

The Content editor role

The Content editor role is designed for team members who need to update what's on an existing page — not build new ones. Users assigned the Content editor role can:

Update text and images
Add and manage CMS items
Adjust SEO metadata

They work entirely within the existing structure of the site, without any ability to affect layout or design.

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The Content editor role is ideal for copywriters, content strategists, content marketers, and anyone whose primary job is keeping site content accurate and up to date.

Choosing the right role

The most common mistake is defaulting to the Marketer role for anyone who touches content — because it feels like the safer, more capable option. In practice, this creates confusion about ownership and gives more access than most content contributors actually need.

A simple way to decide:

Does this person need to build new pages? → Marketer
Does this person need to update existing content? → Content editor
Does this person need to do both? → Marketer, since it includes content editing capabilities

When in doubt, start with the Content editor role and expand access if needed.

Ready for more?

Now that you have a clear picture of what Marketers and Content editors can do and how to choose between them, let's move on to see page building in action.