Digital Content Producer, Harlingen, TX

Position Summary:

The Digital Content Producer (DCP) is a strong writer and strategic storyteller responsible for creating and optimizing digital content for Valley Central that drives audience engagement and growth across multiple platforms. This role requires sound news judgment, attention to detail, and the ability to make data-informed decisions about content strategy and audience trends.

The DCP produces compelling headlines and web copy that provide value to users while maximizing reach and performance. This individual is expected to source, verify, and build stories using a combination of original reporting, social media, and trusted contacts. The role also supports video and CTV content efforts, including ValleyCentral , and requires a strong understanding of current digital and social media best practices.

Position Responsibilities

• Write, edit, and publish accurate, engaging, and timely digital content in AP style
• Report news quickly and accurately, ensuring all information is verified and up to date
• Craft compelling, original content that stands out from the competition and drives audience engagement
• Develop strong headlines and optimize content for search and social media performance
• Understand audience behavior and identify the types of stories that generate traffic and engagement
• Monitor analytics and audience trends to inform content decisions and strategy
• Collaborate with local newsroom staff and regional teams to identify story angles that resonate with the community
• Share reporting responsibilities across markets and topics as needed to support broader coverage
• Work closely with newsroom leadership to deliver a balanced content mix that meets audience needs
• Build expertise and cultivate sources in key audience interest areas
• Source, verify, and develop stories using contacts, social media, and reliable digital tools
• Utilize social media platforms for both newsgathering and story promotion
• Shoot photos and video as needed to enhance storytelling across platforms
• Upload, edit, and annotate video content for digital platforms and ValleyCentral (CTV)
• Maintain high standards for accuracy, grammar, and journalistic integrity
• Monitor breaking news and update stories in real time as new information becomes available
• Perform other digital and newsroom duties as assigned
  
  

Skill/ Experience Requirements

• Minimum two years of experience creating content for digital platforms
• Strong knowledge of AP style, grammar, and journalistic standards
• Understanding of SEO best practices and digital audience engagement strategies
• Familiarity with social media platforms and their role in reporting and driving traffic
• Ability to identify and produce content that performs well on the web
• Comfortable setting up and conducting interviews with local sources
• Familiarity with obtaining information quickly from public agencies and official contacts
• Ability to be fast and first in publishing breaking news online
• Capacity to produce multiple stories daily across a wide range of topics
• Strong collaboration skills; enjoys working in a team environment and communicates effectively
• Self-motivated, competitive, and results-driven mindset
• Ability to quickly learn new tools and adapt to changing workflows and priorities
• Thrives in a fast-paced, deadline-driven environment
• Demonstrated ability to consistently meet performance metrics and goals
• Basic to intermediate proficiency in Adobe products (Photoshop, Express, etc.) is a plus
• Experience with CTV or streaming platforms is a plus
• Ability to shoot photos and video when needed to support storytelling
• Flexible schedule, including availability for nights, weekends, and holidays as needed
• Bilingual in English and Spanish preferred