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Junior Content Producer Level 3 Apprenticeship Standard


A junior content producer is responsible for developing and creating content that can be used across a variety of media including digital, social media, broadcast or in print. This may include video, images, text (or “copy”), web pages and social media content. Working to the customer/client brief, they research, prepare and develop the media messaging to maximise audience engagement, capturing the strategy and objectives of the brand and needs of the customer they are representing.

Please note, this programme will run from October 2021.


Junior Content Producer


Level 3

Typical duration

12-18 months



Maximum Funding Value


Delivery model

Delivery is flexible to suit the individual apprentice and their employer. The apprentice will have a minimum of one tutorial per month either in person in the workplace or remotely via an online meeting. Group sessions may be available on some programmes.

Entry requirements

  • Individual employers will set their own entry requirements, but this will typically include English and Maths at GCSE grade 4/C or above.
  • Apprentices must be employed in order to study for this qualification. Please see our Apprenticeship vacancies.
  • The apprentice must be at least 16 years of age.

Knowledge outcomes

  • Commercial drivers:
    • Can identify the commercial drivers for a client/customer.
  • Brand awareness:
    • Understand the importance of brand, brand awareness and the intended audience within a brief.
  • Audiences:
    • Understand how print and digital audiences differ.
    • Understand different communication styles and how they can be used.
  • Creative content:
    • Understand how creative content can be used across channels and platforms.
  • Budgets:
    • Can work within a budget allocation for a brief.
  • Strategy:
    • Understand where content creation fits within a marketing strategy.
  • Technology, standards and trends:
    • Can apply emerging technologies, standards and trends to a campaign.
  • Content storage:
    • Can select/create a metadata schema to classify content for storage.
  • Writing:
    • Understand and put into practice the different styles of writing that can be used according to the type of campaign.
    • Know how to write text for a non-linear medium and how to write copy that persuades a person or group or raises brand awareness.
    • The Content Producer will also have a comprehensive grasp of grammar, punctuation and spelling.
  • Tone of voice: 
    • Can establish the appropriate tone of voice for the campaign.
  • End to end production:
    • Understand the end to end production workflow process and the key stages, and own role within this.
  • Legal and regulatory requirements:
    • Understand the regulatory and legal requirements when using media assets such as copyright, intellectual property rights, web accessibility etc.
  • Negotiation:
    • Understand the principles of negotiation and how to apply these when acquiring channel and platform space or time.
  • Video, pictures, graphics and sound:
    • Can capture video, pictures, graphics and sound from various formats, in preparation for non-linear editing.
  • Editing:
    • Understand how the editing approach affects the production of the content.
  • Media assets:
    • Understand how to identify and manipulate media assets from various sources.
    • Know how to securely store and access them.
  • Archiving:
    • Can archive, conserve and preserve images.
  • Search engine optimisation:
    • Know how to use search-engine optimisation techniques.
  • Web pages:
    • Understand how to publish web pages using mark-up and style sheets.
  • Audiences:
    • Understand how to segment and understand audiences.
  • Campaign evaluation:
    • Can gather data to evaluate the success of the campaign against the client/customer objectives.
  • Culture:
    • Understands the culture of creative media organisations.
  • Working practices:
    • Understands commercial pressures, project deadlines and organisation working practices.
  • Skills and services:
    • Can manage and market their own skills and services.

Skills Outcomes

  • Interpret:
    • Interpret the objectives of the client’s/customer’s brief.
  • Research: 
    • Research ideas and concepts to meet the brief.
  • Analyse:
    • Analyse the differences between media campaigns aimed at retention, acquisition and conversion of customers for clients.
  • Identify: 
    • Identify and recommend the appropriate platform(s) or channel(s) to use for the media campaign.
  • Present:
    • Put forward ideas, pitches and proposals for creative content to be further developed.
  • Content:
    • Ensure that the content being developed is organised, structured and labelled effectively and in a logical manner that allows for efficient search and retrieval.
    • Ensure it is accessible to all end users and language best practice is applied.
  • Storyboard:
    • Create storyboards and outline script their ideas for content to be developed.
  • Operate: 
    • Work and operate effectively within the production workflow.
  • Media assets:
    • Obtain media assets for use within content creation, prepare them for use and manage them correctly, within agreed taxonomies and file types.
  • Relationships: 
    • Develop and maintain effective working relationships with clients, colleagues and suppliers.
  • Engagement:
    • Understand the user experience to ensure content is focused on maximising engagement.
  • Writing:
    • Write and edit copy for use in print and online.
  • Image and video:
    • Capture images and audio using basic video, still cameras and audio equipment.
    • Use industry standard packages to edit and post produce content.
  • Web: 
    • Optimise webpage content to ensure high rankings in search engine results.
  • Content management: 
    • Use industry standard tools and content management systems to manage content.
  • Social media: 
    • Assist in hosting message boards and engaging with audiences through social media.
  • Feedback: 
    • Respond to audience feedback in a timely and appropriate manner.
  • Evaluation: 
    • Use lessons learned to evaluate the success of the campaign.
    • Be able to identify areas for improvement for future campaigns.
  • Professional networks: 
    • Develop, maintain and use professional networks.
  • Competence and knowledge: 
    • Develop and maintain own competence and knowledge in specialist areas.
  • Health and safety:
    • Follow health and safety procedures in the workplace.

Behaviour outcomes

Junior Content Producers will be expected to demonstrate:

  • A passion for creating content for creative and digital media
  • An ability to work effectively both individually and collaboratively as part of a team
  • The ability to build and maintain positive relationships with customers
  • A strong work ethic and commitment in order to meet the standards required
  • Recognition and compliance with equality and diversity in the workplace

External qualifications

This apprenticeship does not feature any external qualifications.

End Point Assessment

  • Workplace observation
  • Set test
  • Professional discussion

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For more information about this course please contact us.

Queens Court Regent Street Barnsley South Yorkshire S70 2EG
Tel: 01226 216760 | Email: |

These course details were downloaded on 20/04/2024

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