SIRXECM002
Prepare digital content


Application

This unit describes the performance outcomes, skills and knowledge required to prepare written and visual digital content for use across online platforms and ecommerce sites. It requires the ability to determine content requirements, create content that aligns with both organisational and customer needs, and complete content uploading.

It applies to individuals working in operational roles in a diverse range of businesses that operate online to sell products and services. They operate with some independence, under limited supervision and guidance from others, and within established organisational policies and procedures.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.


Elements and Performance Criteria

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Determine digital content needs.

1.1. Determine organisational written and visual digital content needs.

1.2. Access and review organisational templates and content style guides to inform content development and ensure content consistency.

1.3. Identify platform functionality and limitations to inform content development.

1.4. Determine use of content across internal and external platforms to inform content development and allow ease of use across multiple platforms.

1.5. Access product and organisational information required for content development.

1.6. Plan content development that aligns with organisational branding and marketing activity.

2. Develop written content.

2.1. Develop written content that aligns with organisational style guide, branding and marketing activity.

2.2. Produce accurate and detailed written content that aids customer browsing and purchasing.

2.3. Use text styling that provides a clear hierarchy of content.

2.4. Use copywriting techniques that encourage customer engagement.

2.5. Plan and use keywords for search engine optimisation.

2.6. Check for correct use of grammar and spelling and make any required amendments.

2.7. Seek feedback from relevant personnel and make any required amendments to written content.

3. Develop visual content.

3.1. Source visual content that connects with the target market and aligns with organisational style guide, branding and marketing activity.

3.2. Edit visual content to generate high quality and appealing visual content.

3.3. Ensure visual content accurately represents products and services.

3.4. Seek feedback from relevant personnel and make any required amendments to visual content.

4. Upload digital content.

4.1. Gain approval for written and visual content.

4.2. Upload content to digital platforms using approved file extension scheme.

4.3. Arrange content in a logical design for improved user experience.

4.4. Ensure content is displayed in a visually appealing manner.

4.5. Seek input of relevant personnel to ensure accuracy and relevance of written and visual content.

4.6. View the content in closed contention mode, test on multiple devices, and make any required amendments.

4.7. Archive content and ensure version control is applied to track content history.

4.8. Ensure content is securely stored and backed up.

Evidence of Performance

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

follow an organisational content style guide to develop the following types of written and visual content for use across two different digital platforms:

product descriptions

videos

still images

purchasing information

promotional content

develop the above written and digital content to:

meet platform functionality requirements

create target market appeal

achieve consistency with organisational branding and promotional activity

upload and test the above digital content on two different devices.


Evidence of Knowledge

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

key legal and ethical considerations as related to digital content development:

Trade Practices Act

Privacy Act

role of digital content in an online environment

techniques for using digital content to:

engage customers

maximise sales

generate traffic

create brand and target market appeal

achieve consistency and alignment with organisational branding and promotional activity

current trends in digital content development and use

current software used to aid digital content development

site design and functionality and its relationship to digital content development

role of templates and style guides in digital content development

role and use of copywriting in digital content development

role and use of search engine optimisation in digital content development

techniques for creating written and visual online content relevant to different target markets

techniques to achieve:

clarity

ease of viewing and navigation

visual appeal

readability

use and features of:

keywords

styling

file schemes

information architecture and its relationship to digital content

tools and techniques for uploading and storing digital content.


Assessment Conditions

Skills must be demonstrated in a service industries environment. This can be:

an industry workplace

a simulated industry environment

Assessment must ensure access to:

relevant documentation:

organisational content style guide

digital content templates

digital platforms for content uploading

software for use in digital content development

information technology hardware and software.

Assessors must satisfy the Standards for Registered Training Organisations' requirements for assessors.


Foundation Skills

FOUNDATION SKILLS

Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.

SKILLS

DESCRIPTION

Technology skills to:

upload images, text files, PDF files, audio files and video files and link associated files

import and export software functions

edit and format written and visual content.


Sectors

Cross-Sector


Competency Field

Ecommerce