Creative and design
Content creator
Develop written and audio visual content.
Summary
This occupation is found in employers across all sectors. It is a role that can be found in both creative and non-creative industries. This can be in any business creating content to engage with its audience.
Employers can vary in size from micro businesses to multinational. The occupation is found in a very broad range of businesses, ranging from public, private and third sector employer. This may include charities, social media employers, digital agencies and broadcasters.
The broad purpose of the occupation is to develop and create written and audio visual content that can be used across a variety of platforms and media. This may include social media, broadcast or in print.
A content creator works to a brief. They research, prepare and develop the messaging to maximise audience engagement. They capture the strategy and objectives of the brand and needs of the customer, client or business.
The content they create can be used as part of media, advertising, documenting and marketing campaigns.
They simplify and tailor a message to the audience to suit the purpose. These can be used across different platforms and channels. An interest in technology and creating content is a must.
In their daily work, an employee in this occupation interacts with a wide range of internal and external stakeholders throughout the end-to-end content creation process.
Typically, they are likely to interact with clients, marketing and digital teams, production teams, budget holders, contributors, artists and end users.
An employee in this occupation will be responsible for delivering high quality content on time and on budget that meets the brief. They need to be aware of the legal and regulatory framework and take this into account throughout the content development process.
A content creator would need to take into account ethical considerations and wider organisational policies. A content creator would typically report to a senior colleague within their functional area.
They are required to keep up to date with new technologies, platform developments and consumer trends.
Typical job titles include
- Content Assistant | Content Creator | Content Producer | Junior Content Producer | Multimedia Executive | Social Media Assistant | Social Media Co-ordinator | Social Media Executive
Knowledge, skills and behaviours (KSBs)
K1:
The principles and process of setting a budget to produce content.
K2:
The methods used to segment and understand core audiences and how to plan content for these.
K3:
Availability of data and its use to inform decision making when identifying channels, formats and platforms for content creation.
K4:
The end-to-end production workflow process for the organisation, the key stages, and own role within this
K5:
The regulatory and legal requirements when using media assets such as copyright, intellectual property rights, GDPR, web accessibility and non-disclosure agreements.
K6:
Personal and employer responsibilities regarding data protection and data sharing, the potential impact on a business and the regulations that cover this.
K7:
How to identify the commercial drivers for a client/customer.
K8:
The importance of brand, brand awareness, brand purpose, branding guidelines and the intended audience within a brief.
K9:
Where content creation fits within a marketing strategy.
K10:
How tone of voice can be adapted effectively to reflect the content.
K11:
How audiences and their behaviours differ across channels and platforms and the different communication styles that could be used.
K12:
How creative content can be used across multiple channels and platforms, and how the platform chosen affects the content production.
K13:
The different styles of writing that can be used according to the type of content, channel and platform required.
K14:
Correct use of grammar, punctuation, spelling and inclusive language.
K15:
The principles of writing persuasive copy for a person or group or to raise brand awareness.
K16:
The principles applied to create or capture visuals and audio when using standard packages and equipment.
K17:
Where to source, adapt and edit content from.
K18:
How to organise, structure and label content effectively, methodically and securely to enable efficient search and retrieval.
K19:
How web pages are published and how the content can be optimised to ensure high rankings in search engine results.
K20:
The importance of clearly articulating requirements and how this can influence priorities for a campaign.
K21:
How communication styles can be adapted to suit different audiences.
K22:
How to plan content delivery against the schedule.
K23:
The principles for creating an effective campaign with measurable outcomes.
K24:
The principles of mapping user journeys to ensure content is focused on maximising engagement.
K25:
Ways/methods of engaging with audiences, how to respond to evolving situations, recognise potential threats/issues and when to escalate these.
K26:
How to evaluate the success of the campaign against the objectives using available data.
K27:
How to keep up to date with existing and evolving content tools, platforms, trends and talent.
K28:
Approaches to managing and marketing own skills and services.
K29:
The culture of the organisation in which they are working, the commercial pressures, project deadlines and organisational working practices.
K30:
How the structures, regulation and funding of organisations affects creative media activities.
Technical Educational Products
- ST0105: Content creator (Level 3) Approved for delivery
- Reference:
- OCC0105
- Status:
Approved occupation
- Average (median) salary:
- £33,816 per year
- SOC 2020 code:
- 3412 Authors, writers and translators
- SOC 2020 sub unit groups:
- 3412/02 Bloggers
- 3413/09 Social media influencers
- 3416/04 Broadcasting and entertainment producers
S1:
Interpret the aims of the brief.
S2:
Research ideas and concepts to meet the brief.
S3:
Evaluate brand requirements and brand guidelines.
S4:
Prepare a mood board or other visual aid for the content to be created.
S5:
Present ideas, pitches and proposals for creative content to be further developed.
S6:
Storyboard and outline script their ideas for content to be developed.
S7:
Interpret data, consider its integrity and use it to inform content.
S8:
Develop accessible written content for different platforms and devices.
S9:
Apply best practice and inclusive language when creating content.
S10:
Write and edit copy or scripts for use on different channels and platforms.
S11:
Create or capture visuals and audio using standard packages and equipment.
S12:
Source, obtain and prepare media assets for use; using industry standard packages to adapt and edit content.
S13:
Use industry standard tools and content management systems to organise, structure and label content effectively, methodically and securely enabling efficient search and retrieval.
S14:
Identify and recommend the platform/s or channel/s to use for the media campaign.
S15:
Develop and maintain effective working relationships with clients, colleagues and suppliers, establishing and using professional contacts.
S16:
Engage and respond with audiences through social media, adapting content to respond to evolving circumstances.
S17:
Monitor user experience to ensure content is focused on maximising engagement.
S18:
Analyse the differences between audiences using audience segmentation techniques and data.
S19:
Use lessons learned to evaluate the success of the content and identify areas for improvement for future campaigns.
S20:
Use continuing professional development planning to support own current and future training and development needs.
S21:
Operate effectively within the production workflow to meet production timelines.
Technical Educational Products
- ST0105: Content creator (Level 3) Approved for delivery
Technical education progression
- Reference:
- OCC0105
- Status:
- Approved occupation
- Average (median) salary:
- £33,816 per year
- SOC 2020 code:
- 3412 Authors, writers and translators
- SOC 2020 sub unit groups:
- 3412/02 Bloggers
- 3413/09 Social media influencers
- 3416/04 Broadcasting and entertainment producers
B1:
Committed to producing high quality creative content.
B2:
Team-focussed and works effectively with colleagues and others.
B3:
Acts in a way that builds and maintains positive relationships with customers.
B4:
Takes ownership of work and strives to achieve quality content.
B5:
Acts in a professional and ethical manner, embracing equality, diversity and inclusion in the workplace.
B6:
Committed to keeping up to date with new technologies and industry best practice.
B7:
Reflects on the results of the content created and identifies areas for improvement.
Technical Educational Products
- ST0105: Content creator (Level 3) Approved for delivery Technical education progression
- Reference:
- OCC0105
- Status:
- Approved occupation
- Average (median) salary:
- £33,816 per year
- SOC 2020 code:
- 3412 Authors, writers and translators
- SOC 2020 sub unit groups:
- 3412/02 Bloggers
- 3413/09 Social media influencers
- 3416/04 Broadcasting and entertainment producers