Defining Content Strategy
Since I figured out 2 years ago that my work of 15+ years was called “Content Strategy,” I’ve been trying to define it. When I try, especially in Content Strategy Adventures (this publication), readers comment that I left out disciplines that fall under the “Content Strategy” umbrella.
I dug deeper and learned that this term is quite broad. “Content Strategists” work in a variety of industries, with a variety of roles and backgrounds. Even job descriptions can’t seem to agree on what a “Content Strategist” is. So, I asked a few people who work in the “Content Strategy” discipline, but with various backgrounds and roles, if they’d weigh in on how they define content strategy:
- DeAnn Wright, a Content Strategist with a Product and UX focus, and a background in marketing, product, and technical writing
- Kendra Rainey, a long-time Content Strategist with a marketing background now working in the product space
- Marc Phillips, a Content Director with a strong background and current role in marketing and the creative aspects of content strategy
DeAnn Wright
Content Strategy Lead, Juniper Networks, Sunnyvale, CA
Years of experience: 20+
Currently working in marketing, product, or something else? Product
Background: Technical writing, product, marketing, web
How do you define Content Strategy?
If you look at job descriptions for a content strategist, they’re all over the map. Some companies are really looking for a UX writer, someone that is skilled in microcopy and web writing. Others are looking for an information architect, someone that has expertise in building schemas, taxonomies and the like. And others are really looking for a tech writer, but want to sound “hip,” so they call the role a “content strategist.” I’ve also seen the roles of content marketing and content strategy blurred at some companies. “Content designer” is another name for what we do — designing with words.
My belief is “Yes! Content strategy can be, and is all those things.” Depending on what industry you work in, and the type of company you work for, you may wear a variety of hats. I know I do. And that’s what I love about my role. It keeps things exciting and challenging. As content strategists, we need to be constantly learning and improving our craft, as well as educating businesses on the value that we bring. Content strategy is not for the weak. You will be asked to show, and sometimes defend, what you do on a regular basis.
One thing that I’ve found a content strategist, of any ilk, must be proficient in, is creating a positive customer experience. Part of your strategy should be defining what this looks like for you and your company. Customers are coming to your site, purchasing your product, etc. for a reason. Knowing why they are here, and what do they want to do, is key to building customer loyalty and retention. Communicating exactly what the customer needs at the right time is critical. So is knowing how to address customers. Content strategists must understand who the customer is, what information they need, and how to engage them. Sharing this customer understanding, as well as guidance on how to create meaningful content, is key to my role.
Your content strategy is also a tool to communicate who you are as a brand and what you’re about. Your content should also reflect what your brand sounds like. What are your company’s brand attributes? Deciding how and when to express these is crucial for effective content. Marrying customer needs with your brand strategy and business messages is the magic sauce of any content strategy. Did I mention I love what I do?
Kendra Rainey
Partner + Content & Strategy Lead, Edgar Allan, Atlanta, GA
Years of experience: ~20
Is your current work in marketing, product, or something else? Marketing primarily, though we also dip into product
Background: Marketing, though exclusively digital
How do you define Content Strategy?
To me, content strategy has meant a number of things over the course of my career: the planning of the flow of standalone websites…editorial calendaring and long-term strategic thinking for long and short-form articles and blogs…UX writing…customer journey…. And I’d venture it means a bunch of other things to other people too. I’ve pretty much done them all in my career as a strategist and writer. But in all that, one thing I believe is that no matter what flavor of content strategy you’re practicing, the glue that holds it together and the thing that can make it superhero powerful is a sense of story.
The typical conversation around the value of content in product or web allows that “yeah, it matters” (Or at least I hope it does, or why are we here?), but it usually ends in a performative or functional view of content. Content that guides. That facilitates a user activity. That’s all about customer journey; a blunt means to an end. And that’s not wrong, but it’s not the whole picture. Content is user experience in a lot of ways. And great content strategy is story-driven. It’s content viewed as narrative design, not just the filling of boxes or penning of signs along the side of the road. It’s brand reverent and tone appropriate. It’s about style and substance, and about emotional, social and/or communal needs fulfillment. It’s using the creative writer’s toolbox — filled with voice and character, tension and flow — to create a unique, valuable, brand-aligned experience for users to welcome into lives that are already so full of other “stuff.”
Marc Phillips
Content Director, IBM Watson Health, New York, NY
Years of experience: 7 years
Currently working in marketing, product, or something else? Marketing
Background: Digital marketing
How do you define Content Strategy?
Aligning people and processes to create practical assets that improve an audience’s journey. Without this triad of talent, rigor, and tactics, brands could produce lackluster content at an uneven cadence that doesn’t have an impact, or worse, feels disjointed.
A content strategist who can sit in the middle of the madness to lead content brainstorms, take risks, and manage expectations (a.k.a. say “no”) is still a novel concept to many teams. More and more, the mindset of being a being a “full stack creative,” or someone who can be both an excellent creative and strategist, is gaining steam in the age of the generalist. Take David Epstein’s book, Range, for example. He argues that one of the best ways to succeed in the modern workforce is to see the world from different vantage points and eschew linear, traditional career paths. In other words, people who have a range of interests and experiences carry the biggest impact.
Thank you to DeAnn, Kendra, and Marc for their contributions to this article and for weighing in on some of the varied ways we define “Content Strategy.”
If you’re point of view isn’t represented here, I’d love to hear from you and maybe even feature your definition in a future publication!
