The global skills and competency framework for the digital world

Content design and authoring INCA

Planning, designing and creating content that meets user-centred and organisational needs, encompassing textual information, graphical content and multimedia elements.

Revision notes

Updates for SFIA 9

  • The skill has been renamed from Content authoring to Content design and authoring to aid understanding of the scope of this skill
  • Theme(s) influencing the updates for this skill: Application of SFIA skills for digital service design and delivery, Making SFIA easier to consume (enhance readability/guidance/descriptions), Making SFIA easier to consume (updates to skill name/skill description).
  • You can move to SFIA 9 when you are ready - SFIA 8 skill descriptions will still be available to use.
  • Previous SFIA assessments or skills mapping are not impacted by this change.
  • See also Graphic design

Guidance notes

Content design and authoring encompasses a wide range of content types to meet user-centred and organisational needs. This includes textual information, graphical content and multimedia elements. Specific content types, include but are not limited to: website and mobile app content, user interface text, chatbot scripts, interactive content, social media content, email marketing, blog posts, online advertising copy and video scripts.

Activities may include, but are not limited to:

  • understanding the requirements of the intended audience
  • collaborating with stakeholders and audience representatives to refine content needs
  • applying tools and technologies to enhance content creation efficiency and quality
  • implementing user-centred principles in content design, authoring and presentation
  • considering information architecture, including how content is presented, identified and searched for
  • managing the content design and authoring process
  • coordinating with editorial and publication processes
  • gathering source information and creating draft content
  • identifying and integrating appropriate illustrations, graphics and multimedia elements
  • understanding and applying copyright rules and related legal issues
  • creating and using guidelines for clear, concise and accurate information presentation
  • designing content collections across multiple media, including digital services and marketing materials.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

1 2 3 4 5 6

Content design and authoring: Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

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 design and authoring: Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Works with colleagues and stakeholders 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 design and authoring: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

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 design and authoring: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Designs the content and appearance of complex information artefacts.

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 design and authoring: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

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 design and authoring: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

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.

Keywords
Re-named Guidance notes