Content Strategists can make a really big impact on usability if they are given the opportunity to do their jobs at the right point in the design process.
Integrating Content Strategy In Your Product Design Workflow
Jennifer Aldrich

Content strategists must get people to stop thinking content is anything other than design.

The words we use shape the actual experience users have. Intentional content design can make or break a product, regardless of how well-designed or obvious the other elements are.

Doubt it? Go stick a “PUSH” sign up on a well-designed pull door, then watch the mayhem.