K1: The principles and process of setting a budget to produce content.
K2: The methods used to segment and understand core audiences and how to plan content for these.
K3: Availability of data and its use to inform decision making when identifying 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 and employer 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: The principles applied to create or capture visuals and audio when using standard packages and equipment.
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: The principles for creating an effective campaign with measurable outcomes.
K24: The principles of mapping 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.
