V Skill HF-D8.3-002 cross-sector 12 skills
Content marketing
Devises, creates and schedules text, images and video for the channels of the organisation so the target group is reached and engaged.
How hrmforce measures this
- Assessment method
- Portfolio or evidence
- hrmforce instrument
- Work sample test, Portfolio
- Competency (50-framework)
- Creativity
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
A collection of prior work or results, assessed against fixed criteria.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Publishes supplied posts according to the content calendar and checks language, imagery and links before publication. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Creates an own content calendar per target group, writes the texts and steers on reach and engagement. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Determines the content policy and brand voice of the organisation and decides on the use of editors, agency and channels. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| V | Building a content calendar Content calendar | Plans topics, formats and publication dates per channel and assigns an owner per item. | rising |
| V | Conducting keyword research Keyword research | Finds which terms the audience searches, at what volume and competition, and selects the promising ones. | rising |
| V | Writing SEO copy SEO copywriting | Writes readable web copy in which search terms, headings and internal links are purposefully used. | rising |
| V | Carrying out on-page optimisation On-page SEO | Improves titles, meta descriptions, heading structure, images and loading speed of pages. | rising |
| V | Setting up link building Link building | Acquires references from relevant external sites through cooperation, guest articles and mentions. | rising |
| V | Writing a blog article Blog writing | Writes an article with clear structure, practical examples and a clear next step for the reader. | declining |
| V | Scheduling social media posts Social media scheduling | Creates and schedules posts per platform and matches text, image and timing to the channel. | rising |
| V | Producing video content for social Short form video | Devises, films and edits short videos that hold attention on social channels. | rising |
| V | Producing a whitepaper or ebook Whitepaper | Writes and designs a substantive document that generates leads as a gated download. | rising |
| V | Producing a podcast or webinar Webinar production | Arranges topic, guests, technology and promotion of a broadcast and publishes the recording. | rising |
| V | Repurposing content across channels Content repurposing | Converts an existing piece of content into shorter or different forms for multiple channels. | rising |
| T | Using Semrush for SEO | Analyses keywords, rankings and backlinks in Semrush and derives improvement actions from it. | rising |