The global skills and competency framework for the digital world

Content authoring INCA

Planning, designing and creating textual information, supported where necessary by graphical content.

Guidance notes

Content may be delivered via digital, print, or other media.

Activities may include — but are not limited to:

  • understanding the requirements of the intended audience in collaboration with clients and/or representatives of the intended audience
  • applying the principles of authoring, designing, controlling, and presenting textual information
  • taking into consideration how information may be presented, identified, and searched for
  • managing the authoring process and the interaction with editorial and publication processes
  • gathering source information and creating draft content
  • identifying appropriate illustrations or graphics
  • understanding and applying copyright rules and related legal issues
  • creating and using guidelines to present information clearly, concisely, and accurately
  • designing collections of artefacts, spread across multiple media.


Defined at these levels: 1 2 3 4 5 6

Content authoring: Level 1

Contributes, under instruction, to the generation of content, and the configuration of content items and files.

Executes pre-planned testing activities under supervision and records findings.

Content authoring: Level 2

Works with colleagues and clients to understand audience needs and to assimilate source material.

Creates draft content to meet the requirements of the audience as clearly, simply and quickly as possible.

Applies guidelines and standards to moderate content from others, escalating where appropriate.

Content authoring: Level 3

Produces information artefacts that are accurate, current, relevant and easily understood by the intended audience.

Clarifies detailed content requirements with clients and representatives of the intended audience.

Designs, creates, controls and evaluates moderately complex subject matter.

Makes informed decisions about the best way to present information to an audience. Applies moderation and editing processes to content supplied by others.

Content authoring: Level 4

Designs the content and appearance of complex information deliverables.

Controls, monitors, and evaluates content to ensure quality, consistency and accessibility of messages and optimal use of chosen media. Understands and manages risks associated with publishing content.

Moderates content and ensures content can be re-purposed appropriately.

Reviews work of others and takes responsibility for ensuring appropriate publication.

Content authoring: Level 5

Provides overall editorial control across the team or teams of content designers and authors.

Advises on appropriate content formats and mediums.

Develops and maintains content plans showing how the identified audience needs will be met.

Oversees the review and approval of materials to enable requirements to be satisfied.

Content authoring: Level 6

Obtains organisational commitment to policies, standards, and strategies to create required content.

Specifies design standards and methods to meet organisational objectives for content creation.

Plans and leads content creation for strategic, large and complex programmes.

Content authoring: Level 7

This skill is not typically observed or practiced at this level of responsibility and accountability.