Content designer

Content designers are responsible for researching, creating, and managing content for digital and offline channels.

You could be:

  • writing content for public-facing websites
  • developing and implementing strategies to meet business needs and help users reach their goal
  • working with subject matter experts to make complex documents accessible and readable for everyone

Starting your career 

Subject choices 

If you’re thinking about a career as a content designer, useful subjects include:

  • English
  • Maths
  • Design and Technology
  • Information and Communication Technology
  • Media
  • Photography

Work placements and volunteering

You may find it helpful to get some experience of working in healthcare by doing a work placement. There may also be opportunities to volunteer. This could help you when applying to university, college or a new job with NHSScotland.


Foundation Apprenticeships

A relevant Foundation Apprenticeship may give you the skills, knowledge, and work experience you need to start your career journey as a content designer.

Find out more about Foundation Apprenticeship in Creative and Digital Media.

Modern Apprenticeships

Start or develop your career in content design by doing a Modern Apprenticeship.

Relevant Modern Apprenticeships include:

College and university

You might choose to do a degree as part of your career journey.

Useful degree subjects for a content designer include:

  • Communications
  • English
  • User Experience
  • Information and Knowledge Management
  • Media

Many Scottish colleges and universities deliver courses in these areas. You should check specific entry requirements before applying.

Widening participation supports adult learners who want to go to university. If you’re an adult with few or no qualifications, you could get into higher education through the Scottish Wider Access Programme (SWAP). Many universities also provide access programmes to help you get the degree entry qualifications you need.

Search for college or university courses on My World of Work.

The role

As a content designer, you’ll be an excellent communicator, and researcher, and team worker.

In addition to creating your own content, you’ll advise colleagues on how to make their content readable and accessible.

What you’ll do

Tasks may include:

  • identifying who users are and what their needs might be
  • translating user needs into content design approaches
  • creating and updating user-focused content for end-to-end services
  • monitoring and acting on feedback
  • making sure complex ideas and processes are clearly explained and easy to understand
  • understanding and implementing content styles and standards
  • managing relationships with stakeholders
  • influencing others to adopt your recommended content styles and standards
  • using analytics tools to develop content strategies

Top Skills

Useful skills for a content designer include:

  • communication
  • accuracy
  • analysis
  • research
  • strategic thinking
  • organisation
  • teamwork

You’ll also be expected to have knowledge and experience of:

Who you’ll work with

As an NHSScotland content designer, you could be working with anyone who needs advice or guidance on their content.

You might work with:

  • project managers
  • product owners
  • user researchers
  • data analysts
  • service designers
  • UI designers
  • interaction designers
  • software engineers

Working environment

You can work in an office or remotely.

Did you know?

From 2010 to 2014, the UK Government Digital Service (GDS) created the discipline of content design by using certain principles and standards for their work.

Learn more about the UK Government’s content design principles.

Learning and development

There are lots of opportunities for learning and development as a content designer.

You might take additional courses on:

  • web and social media accessibility
  • analytics
  • digital marketing
  • communications

You might then move onto a more senior role, such as:

  • senior content designer
  • content manager
  • social media manager
  • communications manager