Title: Media
Pathway: Creative & Design
Available Study Options:
Apprenticeship, Full Time
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Level 3 Content Creator Apprenticeship
The Content Creator apprenticeship is divided into 3 elements, Knowledge, Skills and Behaviors. These are the criteria you will work towards building skills and confidence in ready for assessment. These elements are learnt in the workplace alongside your employer and in college on set days.
KSBs
Knowledge
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.
Skills
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.
Behaviours
B1: Committed to producing high quality creative content.
B2: Team-focused 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.
End Point Assessment (EPA)
An EPA is an assessment at the end of your apprenticeship. It will assess you against the knowledge, skills, and behaviors (KSBs) in the occupational standard. Your training will cover the KSBs. The EPA is your opportunity to show an independent assessor how well you can carry out the occupation you have been trained for. Your employer and training provider should tell you what to expect and how to prepare for your EPA. The length of the training for this apprenticeship is typically15 months. The EPA period is typically3 months.
The overall grades available for this apprenticeship are:
fail
pass
merit
distinction
When you pass the EPA, you will be awarded your apprenticeship certificate.
Assessment methods
Project with report
You will complete a project and write a report. You will be asked to complete a project. The title and scope must be agreed with the EPAO at the gateway.
You will have 4 weeks to complete the project and submit the business case to the EPAO.
A presentation with questions and answers
You need to prepare and give a presentation to an independent assessor. Your presentation slides and any supporting materials should be submitted at the same time as the project output. The presentation with questions will last at least 30 minutes. The independent assessor will ask at least5 questions about the project and presentation. The EPAO will confirm where and when each assessment method will take place.
Professional discussion
You will have a professional discussion with an independent assessor. It will last 60 minutes. They will ask you at least 7 questions. The questions will be about certain aspects of your occupation. You need to compile a portfolio of evidence before the EPA gateway. You can use it to help answer the questions.
Project with report
You will complete a project and write a report. You will be asked to complete a project. The EPAO will give you suggested project titles.
Occupation 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 produce,r Multimedia executive, Social media assistant, Social media co-ordinator, Social media executive
Duties
Duty 1 Plan and develop creative content in line with the brief and budget/costs.
Duty 2 Interpret the strategy and objectives of the brand and align these to the content.
Duty 3 Research, prepare and develop the media messaging to maximise audience engagement.
Duty 4 Develop and create written content that can be used across a variety of media.
Duty 5 Create visual and audio content that can be used across a variety of media.
Duty 6 Store content securely and methodically to enable efficient access and retrieval.
Duty 7 Collaborate with colleagues and clients to plan and align content delivery with business objectives.
Duty 8 Manage content online using appropriate tools and techniques.
Duty 9 Evaluate the effectiveness of the content produced against the original plan and recommend improvements.
Duty 10 Undertake continuous professional development to keep up-to-date with trends and technology.
Contribution Rules
Incentives
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