Content designer
Research your users and design video, images, text and audio to meet their needs.
Also known as: video content designer
About the job
What it's like
Content designers create online content to suit the needs of their audience.
You'd research and understand users to create web pages and other online content for them. You’d present this in a way that is easy to understand and accessible to all.
You'd continually review and update the online content you work with to make sure it is meeting the needs of users.
If you have a way with words, this could be an ideal career for you. A big part of the role is writing. You could also be a video content designer if you have flair with a camera and know how to edit multimedia content.
Content is not limited to words or videos. You'll need to present information in a way that suits your audience. For example, content can also be images, audio, diagrams or charts.
What you might do:
work with users to understand what they want and need from your content
write and edit text
create and edit video content
publish content using a content management system (CMS)
structure content and pages in a logical, user-focused way
keep site content up to date
edit and proofread text written by colleagues or freelancers
create and use editorial guidelines, such as a house style
plan and develop content with other departments or clients
use search engine optimisation (SEO) techniques to make sure web pages are easy to find
look at data to evaluate and report on content
check and reply to online and email enquiries
You might train new staff on how to produce and edit content. You'd also need to keep up to date with changes in web technology and good practice.
You might work alone or in a team with web developers, designers, and marketing and communications staff.
An excellent standard of English grammar, punctuation and spelling would be essential. You’d also need to know about online writing issues, such as content structure and website accessibility.
Hours
You'd work between 35 and 40 hours a week from Monday to Friday, 9am to 5pm. You might be able to work flexible hours depending on your employer.
Environment
You'd work from an office, at home or a mixture of both.
Travel
You might travel to carry out research with users or for external meetings.
Explore more information about this job
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Related industries
Many jobs can be done in lots of different industries. We've highlighted the ones we think are most important for this job.
Healthcare Financial and professional services Digital technologies
Top skills
Skills are things you're good at. Whether you know what yours are or not, everyone has them!
It's useful to learn which ones are important in a job so you know the areas you need to brush up on. It can also help you work out if you're suited to a career.
Top specialised skills
These are the top specialised skills that have been found in job vacancies across Scotland. From March 2024 to March 2025.
- content design
- content strategy
- style guides
- content management systems
- web writing
- digital content
- video production
- user-centered design
- usertesting.com
- minimum viable product
Meta skills
Here are some of the meta skills you'll need to do this job.
- mentoring
- developing a plan
- attention to detail
- researching
- creative
- written communication
- working with technology
- cooperating
- building relationships
Your skills are important
Our unique skillsets are what make us stand out from the crowd. Learn about each skill in depth and discover what employers look for in your applications and interviews.
Getting in
Explore each section to find more information about getting into this career.
Colleges and universities will list subjects you'll need for entry to a course. Some useful subjects include:
English
English and Communication
Graphic Communication
Media
Skills for Work: Creative Digital Media
Foundation Apprenticeship: Creative and Digital Media
You can get a head start in this career by doing a Foundation Apprenticeship in S5 and S6.
You'll get an SCQF level 6 qualification which is the same level as a Higher. You'll also learn new skills and gain valuable experience in a work environment.
Discover what's on offer at your school on Apprenticeships.scot.
There is no set way to become a content designer, you can follow many paths to get there.
Although a degree is not always needed, it can be helpful to have one. Some employers will value a degree in a relevant area, for example:
communications
journalism
English
digital media
marketing
Use our course search to find the right option for you.
You could learn the skills you need, gain experience and get paid through an apprenticeship. You'd also study towards a qualification to help you apply for content designer jobs.
You can learn more about apprenticeships on apprenticeships.scot.
These options might be a good step towards a career in content design:
For some roles, you'll need to share examples of your work. It's helpful to keep a portfolio of any writing or other related work you can show off.
Search volunteering opportunities to improve your writing skills on Volunteer.scot.
Excellent writing skills and a high standard of English.
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Browse courses in Scotland related to 'Content designer'
