Content Creator Standard consultation

ScreenSkills have been working with employers since January 2021 to revise the Junior Content Producer apprenticeship Standard and we now have a draft Standard ready for wider industry consultation. The title of the Standard is now Content Creator, the Standard is still at Level 3 and the length of apprenticeship is still 15 months.
Due to the changes in layout and components of Standards, we now have  Duties added into the Standard which act as headings to group the Knowledge, Skills and Behaviours under.
Please can you give us your feedback on the following areas detailed below:
  1. Revised occupational profile
  2. Proposed Duties
  3. Proposed Knowledge statements
  4. Proposed Skills statements
  5. Proposed Behaviour statements 

Question Title

* 3. Do the suggested duties cover the role?
Duty 1. Plan creative content development in line with the client/organisational 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

Question Title

* 4. Do the proposed Knowledge statements listed below cover the role sufficiently?
K1. The principles and process of setting a budget to produce content.
K2. The methods used to segment and understand own organisation’s core audiences and how to plan content for these.
K3. How data is used to drive decision making around the identification of 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 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. How to create or capture visuals and audio from various formats.
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. How to create an effective campaign with measurable outcomes.
K24. How to map 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.


Question Title

* 5. Do the proposed Skill statements listed below cover the role sufficently?
S1. Interpret the aims of the client/customer brief.
S2. Research ideas and concepts to meet a specific brief.
S3. Evaluate brand requirements and brand guidelines.
S4. Prepare a mood board for the content to be created.
S5. Present ideas, pitches and proposals for creative content to be further developed.
S6. Storyboard and outline script ideas for content development.
S7. Interpret data, consider its integrity and use it to inform content.
S8. Develop accessible content for different platforms and devices.
S9. Apply best practice and inclusive language when creating content.
S10. Write and edit copy/scripts for use on different channels and platforms.
S11. Create and/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 appropriate 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 networks.
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.

Question Title

* 6. Do the proposed Behaviours listed below cover the role sufficiently?
B1. Committed to producing high quality creative content.
B2. Team-focussed and works effectively with colleagues and others. Adheres to health and safety procedures in the workplace.
B3. Acts in a way that builds and maintains positive relationships with customers.
B4. Takes ownership of work and strives to achieve quality content. Reflects on the results of the content created and identifies areas for improvement.
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

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* 7. Would you like to see a draft of the End Point Assessment Plan? The End Point Assessment is the assessment undertaken by apprentices at the end of their apprenticeship to check that they are working to the standard and competent.

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* 8. Would you like to be advised when the Standard is approved?

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* 9. Any other comments?

0 of 9 answered
 

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