This short session Content Strategy for Junior Content Producer Apprentices Guidelines part 1, focuses on supporting apprentices understanding:

  • The Role of a Content Strategy
  • The Elements within a Content Strategy
  • Things that you will definitely need to discuss and demonstrate at EPA
  • Type of Tools you should research and know about:

Depending on your role (internal or external clients facing) your role within your content strategy will depend, also some learners will have just a content producer while others will have a more strategic role. Whatever your role in understanding the role of content strategies will help you map your standards effectively with branding and development when you hold a discussion with an EPA and prepare a portfolio that demonstrates that you can work effectively within a content production workflow.

The Role of a Content Strategy

In the simplest way, your content strategy is a meaningful map/blueprint that gives detailed directions to create content that is engaging and brings a return on Investment (ROI).  Your Content Strategy will have the following information (from a consultancy perspective – you giving advice to your client):

The Elements within a Content Strategy

Editorial issues: most of us, just think that if we put a simple paragraph that defines, the tone of voice, word to use and words to be avoided, we have covered editorial. In reality, it goes deeper than that we have to look at editorial from different perspectives:

  • Logo
  • Brand’s Voice for each media used (short version of the brand book)
  • Typography
  • Platforms and Channels: your content strategy will have a definite list of all the different platforms where your content is going to be published and more information on why you have made certain decisions. Remember the choice of platforms should be made on the audience or customers, competition,
  • Content Design and Development Tools: It important to make a choice in deciding what software and apps are going to be used to design, create, develop the content. Content software and development tools will depend on your business’s budget and resources.
    • You should have a definite guideline on what can be used and why
  • Content
  • Content Management (assets); As you create different forms of content, for print or digital, you start considering this content as an asset. As the content library grows, teamss will have to make decisions on how to manage the content production workflow without too much overlapping of systems, and spending on resources. Information in this section will have information on:
    • Content Workflow software – with details on the main software used to work
    • Managing Assets Copyrights, information and
    • Choice of inhouse or tailored software to manage the content

For example some companies will use the whole Adobe Suite, to develop, manage, share content. Adobe offers different tools:

  • Adobe Photoshop, Illustrator, After Effects, Animate, InCopy etc… will support with creating a wide variety of content for both print and Digital Media
  • Adobe Bridge, Encoder, Cloud, help manage content (metadata, Copyrights, Keywords)
Adobe Bridge snapshot how it can be use in content management with
Content Strategy for Junior Content Producer Apprentices Guidelines part 1 – above example shows how Adobe Bridge can help with Copyrights, keywords, metadata for SEO – Including Bridge in your content strategy can be a great help
  • Banding: the content strategy will have guidelines on branding such as:
    • How to use the logos on different platforms, media, with specifics on size and location
  • SEO, as a rule of thumb, we all know that SEO is a big help, in driving traffic, branding etc…And SEO should be a part of our content strategy, where we are lacking is that we tend to ignore other search engines, as well as Social Media search engines, which are also essential in driving brand awareness and ROI.

Things that you will definitely need to discuss and demonstrate at EPA

This Content Strategy for Junior Content Producer Apprentices Guidelines part 1 was primarily to support you with understanding content strategy, and the main topics you should be able to research, discuss in projects to provide evidence for your knowledge, skills and behaviour. The basic advice would be for you to sit with your line manager and discuss all the different topics evolving around content strategy and set KPIs that will give you an opportunity to learn, try, test, evaluate.

  • Content have you audited the content during your probation period? What content was there?
  • Did you get a company content strategy when you started? If not what did you do about this?
  • What tools are you using for content workflow?
  • What tools are you using for managing content (meaning assets)? Google Drive, Drive (shared, internal, external), 365, tailored made, inhouse system. You should be able to describe why your company is not using Google or SAAS for managing, a lot of businesses don’t trust Google for the management of their assets, maybe because Google builds their knowledge based with AI, but then sells that knowledge, or maybe because there is too much at risk (hackers)

For sure during your observation, apart from demonstrating teamwork and communication, planning, software use, etc… you must:

  • Show good copyrights practice when creating content (Content Management – Legal issues), so if you are using design, editing, animation software make sure you use both software tools and functions to demonstrate that you are legally protecting company’s assets both back end and front end. What I call front end copyright is what people see, the copyright notice or symbol ©; if you happen to work on a website make sure that all images you upload have some kind of protection, or if using assets and images from other sources (paid for or unpaid) show good copyrights practice.

Type of Tools you should research and know about:

  • Screaming Frog: Screaming Frog is a good tool to use if you are working on a website, trying to identify the content on the website (images, docs, pages), although primarily an SEO tools, it can be used to identify content on a site and identify the good the bad and the ugly about specific content.
  • If your company is thinking of rebuilding a site, think of the resources and the cost it could involve, evaluate different options (hosting, designers, specialists team), look at SAAS options for website builders that come with everything, they all come with advantages and disadvantages.
  • If your employer is already making use and paying for the full Adobe CC Suite, take some time aside on your weekly of the job schedule and research the full Adobe Suite Tools and how they can they can be useful for your content strategy. Look at how you can work collaboratively, make use of tools to combat copyrights, etc…..
  • Serif and Canva offer Design Tools a cheaper Price that Adobe if you are on a small budget.
Content Strategy for Junior Content Producer Apprentices Guidelines part 1 -Serif Content Design and Dev suite of software might be cheaper for you and your organisation, explore. And something to discuss at EPA.

More Resources: