Skill description
Planning, designing and creating content that meets user-centred and organisational needs, encompassing textual information, graphical content and multimedia elements.
Guidance notes
Content design and authoring encompasses a wide range of content types to meet user-centred and organisational needs. This includes textual information, graphical content and multimedia elements. Specific content types, include but are not limited to: website and mobile app content, user interface text, chatbot scripts, interactive content, social media content, email marketing, blog posts, online advertising copy and video scripts.
Activities may include, but are not limited to:
- understanding the requirements of the intended audience.
- collaborating with stakeholders and audience representatives to refine content needs.
- applying tools and technologies to enhance content creation efficiency and quality.
- implementing user-centred principles in content design, authoring and presentation.
- considering information architecture, including how content is presented, identified and searched for.
- managing the content design and authoring process.
- coordinating with editorial and publication processes.
- gathering source information and creating draft content.
- identifying and integrating appropriate illustrations, graphics and multimedia elements.
- understanding and applying copyright rules and related legal issues.
- creating and using guidelines for clear, concise and accurate information presentation.
- designing content collections across multiple media, including digital services and marketing materials.
Level 1Follow
Contributes, under instruction, to the generation of content and the configuration of content items and files.
Executes pre-planned testing activities under supervision and records findings.
Level 2Assist
Works with colleagues and stakeholders to understand audience needs and to assimilate source material.
Creates draft content to meet the requirements of the audience as clearly, simply and quickly as possible.
Applies guidelines and standards to moderate content from others, escalating where appropriate.
Level 3Apply
Produces information artefacts that are accurate, current, relevant and easily understood by the intended audience.
Clarifies detailed content requirements with clients and representatives of the intended audience.
Designs, creates, controls and evaluates moderately complex subject matter.
Makes informed decisions about the best way to present information to an audience.
Applies moderation and editing processes to content supplied by others.
Level 4Enable
Designs the content and appearance of complex information artefacts.
Controls, monitors and evaluates content to ensure quality, consistency and accessibility of messages and optimal use of chosen media.
Understands and manages risks associated with publishing content.
Moderates content and ensures content can be re-purposed appropriately.
Reviews work of others and takes responsibility for ensuring appropriate publication.
Level 5Ensure, advise
Provides overall editorial control across the team or teams of content designers and authors.
Advises on appropriate content formats and mediums.
Develops and maintains content plans showing how the identified audience needs will be met.
Oversees the review and approval of materials to enable requirements to be satisfied.
Level 6Initiate, influence
Obtains organisational commitment to policies, standards and strategies to create required content.
Specifies design standards and methods to meet organisational objectives for content creation.
Plans and leads content creation for strategic, large and complex programmes.
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