Meet the Apprentice – Will Cheeseman
About You
My name is Will Cheeseman and I work as a Digital Content Assistant within the business. I have lived in Maidstone and the surrounding area for most of my life and joined the organisation with a basic understanding of digital content creation and marketing. Prior to starting the apprenticeship, my experience was mainly centred around using standard Microsoft applications and creating simple marketing materials, but I had very limited exposure to analytics, digital strategy or professional marketing tools.
My role has evolved significantly over time and now includes creating digital assets, supporting website development, monitoring analytics and helping strengthen the organisation’s overall brand presence. I work closely with the wider team on marketing campaigns, reporting and content creation to support business growth and customer engagement.
Why You Chose to Do an Apprenticeship
The apprenticeship was extremely relevant to the role I was already carrying out within the business, which made it a natural next step for me professionally. I recognised that the programme would allow me to develop both the technical and creative skills needed to produce higher-quality work and contribute more effectively to the organisation.
I had previously completed a law degree and always felt I could have pushed myself further academically. Because of that, when the apprenticeship opportunity became available, I wanted to fully commit to it and make the most of the learning experience. I saw it as a chance to prove to myself what I was capable of while gaining practical industry knowledge that I could apply immediately within my role.
The apprenticeship also gave me the opportunity to learn in a structured way while continuing to work, which suited my learning style far more effectively than purely academic study.
What You Learned During the Programme
The programme covered a wide range of digital marketing and content creation topics, all of which have been highly valuable within my role. I developed skills in:
- Digital marketing strategy
- Copywriting and audience engagement
- Video and photo editing
- Website content creation
- Branding and visual consistency
- Reporting and data analysis
- Presentation and communication skills
- Time management and project planning
I also gained experience using a variety of professional platforms and software including Canva, CapCut, Adobe applications, Brevo, HubSpot, Ahrefs, Midjourney and Google Analytics.
One of the biggest areas of growth for me was analytics and reporting. Prior to the apprenticeship, I had little understanding of how website analytics worked or how data could influence marketing decisions. Through the programme, I learned how to monitor user behaviour, assess engagement levels, track traffic sources and create meaningful reports that support strategic decision-making within the business.
The apprenticeship also improved my confidence when presenting information and communicating professionally with colleagues and senior stakeholders.
How You Applied This Knowledge in the Workplace
The skills and knowledge gained throughout the programme have been directly integrated into my daily responsibilities. I now create more professional and consistent marketing assets, contribute to website development and support the business with detailed analytical reporting.
I played a key role in strengthening the organisation’s brand identity by helping develop updated brand guidelines and ensuring that new content and digital assets aligned with those standards. This has helped improve consistency across the company’s website, LinkedIn content and wider marketing materials.
I also regularly contribute to website reporting by analysing metrics such as:
- Website visitors and returning users
- Traffic sources and customer journeys
- Content engagement and retention
- Performance of specific webpages and digital assets
- LinkedIn traffic and outbound engagement
These reports provide the business with a much clearer understanding of how customers interact with the organisation online and allow informed decisions to be made based on real data rather than assumptions.
What Impact Has It Had on You and Your Organisation?
Personally, the apprenticeship has had a major impact on both my confidence and professional development. I now feel far more capable when presenting information, managing projects and contributing ideas within the business. It has also helped me become more creative and strategic in the way I approach content creation and marketing activity.
The feedback I receive internally has improved significantly, particularly regarding the professionalism and quality of the work I now produce. The apprenticeship has also encouraged me to become more proactive in identifying opportunities for improvement and innovation.
For the organisation, the impact has been equally positive. The business now has far stronger visibility over website performance, customer engagement and digital activity through improved analytics and reporting processes. This insight allows the company to better understand customer behaviour, identify trends and continuously improve marketing activity.
The programme has also contributed to building a stronger and more recognisable brand identity across the organisation, helping establish more consistency in both internal and external communications.
Benefits to Your Future Career
The apprenticeship has given me a strong foundation in digital marketing, analytics and content creation, and it has confirmed that this is an area I would like to continue developing within my career.
I now have practical experience using professional marketing tools, analysing performance data and creating high-quality digital content, all of which are highly transferable skills. The programme has also shown me how broad the digital marketing industry is and has encouraged me to continue learning and exploring different specialisms within the sector.
Most importantly, the apprenticeship has given me greater confidence in my own abilities and demonstrated the value of continuous professional development.
