Level 3

Junior Content Producer Apprenticeship

Creating content for a wide range of media, including digital, social media, broadcast and print.

Who is this apprenticeship for?

A Junior Content Producer — also referred to as a Creative Content Assistant — is responsible for developing and creating content that can be used across a variety of media including digital, social media, broadcast or in print.

How does it work?

  • 20% of work hours spent off-the-job training
  • Blended learning, with online study materials and a monthly one-to-one Skype tutorial, plus topic specific webinars.

What does it cover?

  • Content planning
  • Content development
  • Content creation and evaluation
  • Industry awareness

What do I get?

  • New knowledge, skills and behaviours
  • An apprenticeship qualification Level 3

Duration and cost

The learning section of the apprenticeship is up to 12-15 months. The end point assessment period is up to 5 months thereafter. The cost is £12,000. 

Key syllabus

Section 1: Content Planning

  • How to identify the commercial drivers for a client/customer
  • The importance of brand, brand awareness and the intended audience within a brief, Interpret the objectives of the client’s/customer’s brief and Research ideas and concepts to meet the brief 
  • How print and digital audiences differ and the different communication styles that could be used 
  • How creative content can be used across channels and platforms
  • How to work within a budget allocation for a brief
  • Where content creation fits within a marketing strategy
  • The applicability of emerging technologies, standards and trends to a campaign
  • How to select/create a metadata schema to classify content for storage

Section 2: Content Development

  • The different styles of writing that can be used according to the type of campaign and How to establish the appropriate tone of voice for the campaign
  • How to write text for a non-linear medium
  • Understand the end to end production workflow process and the key stages, and own role within this
  • The regulatory and legal requirements when using media assets such as copyright, intellectual property rights, web accessibility etc
  • Understand the principles of negotiation and how to apply these when acquiring channel and platform space or time

Section 3: Content Creation and Evaluation

  • A comprehensive grasp of grammar, punctuation and spelling
  • How to write copy that persuades a person or group or raises brand awareness
  • How to capture video, pictures, graphics and sound from various formats, in preparation for non-linear editing
  • How the editing approach affects the production of the content
  • How to identify and manipulate media assets from various sources
  • How to securely store and access media assets
  • How to archive, conserve and preserve images
  • How to use search-engine optimisation techniques
  • How to publish web pages using mark-up and style sheets
  • How to segment and understand audiences
  • How to gather data to evaluate the success of the campaign against the client/customer objectives

Section 4: Industry Awareness

  • The culture of creative media organisations
  • Commercial pressures, project deadlines and organisation working practices
  • How to manage and market their own skills and services

The skills and behaviours covered include:

  • Interpret the objectives of the client’s/customer’s brief
  • Research ideas and concepts to meet the brief
  • Identify & recommend the appropriate platform/s or channel/s to use for the media campaign
  • Analyse the differences between media campaigns aimed at retention, acquisition and conversion of customers for clients
  • Ensure that the content being developed is organised, structured and labelled effectively and in a logical manner that allows for efficient search and retrieval
  • Present ideas, pitches and proposals for creative content to be further developed
  • Ensure content is accessible to all end users and language best practice is applied
  • Storyboard and outline script their ideas for content to be developed
  • Obtain media assets for use within content creation • Understand the user experience to ensure content is focused on maximising engagement
  • Write and edit copy for use in print and online
  • Diversity and British values awareness 

End Point Assessment

To complete the apprenticeship (and ensure the Standards have been met), apprentices have to complete an end-point-assessment (EPA) by an independent End Point Assessor approved by the Register of End Point Assessors. The assessment includes:

  • Workplace observation (25%) of 3 to 4 hours
  • Set brief test (30%) of 3 hours preparation plus 1 hour pitch
  • The Professional Discussion is a 60 minute discussion (45%)

More information

You can find more information about the Junior Content Producer apprenticeship on the Institute for Apprenticeships and Technical Education website.

What our students say

I am really enjoying it and I am finding the Learning Zone engaging. I look forward to the catch ups with my tutor. All is very relevant. It doesn't feel like work because I am enjoying it. It's not easy but it's enjoyable and I am passionate about communications.

Seb A. Apprentice PR and Communications Assistant, EKC

It is really interesting. I don’t have formal training so all the theory is really useful. The Learning Zone is easy to use and easy to navigate in. It’s all interesting. I’m not a reader, so love the videos and doing things. I like talking through with my tutor because he has a different perspective.

Alice W Apprentice PR and communications Assistant, EI Group

Really good and really interesting having an academic perspective. I am Enjoying that there are lots of different theories. The Online Learning Zone is easy to use. At the beginning, I used to study on Fridays but this didn’t work because people were off, so Fridays were really busy. Now I am booking the study time in meeting rooms and it is much better!

Charlotte E Apprentice PR and communications Assistant, Fareham Borough Council

Really positive and really beneficial. I have been able to put into practice on a daily basis.

Danielle G Apprentice Marketing Executive, Coventry City Council

Register your interest!

To register your interest, or if you have any questions about the marketing apprenticeships, contact Angie Annies on:

+44 (0)1954 234940 REGISTER YOUR INTEREST
Alternatively, you can talk to a team member using the LIVE CHAT at the bottom of your screen.

Approved provider

The College is approved by the Institute for Apprenticeships and Technical Education and is listed on the Register of Training Apprentice Providers (RoTAP). It is also member of the Association of Employment and Learning Providers (AELP) and an End Point Assessment (EPA) Organisation for the PR and Communications assistant apprenticeship.

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