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.

• 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.

• 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.

• 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.

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

This apprenticeship does not feature any external qualifications.

• Workplace observation
• Set test
• Professional discussion