The purpose of a Content Strategist is to develop a strategy for promoting an organization’s stories. The position focuses on content planning, development, design, production, analysis, management, and measurement. A Content Strategist is responsible for establishing an organization’s editorial voice, and determining content needs, channel selection, and distribution. Job descriptions for a Content Strategist may vary, depending on the needs of the organization. Some may emphasize analytics and technical expertise; some focus on content development and marketing.
What does a Content Strategist do, typically?
Develops content strategies for multiples channels and platforms
A Content Strategist is familiar with traditional and digital marketing channels, content marketing and distribution platforms, and consumer analytics.
Defines key brand messages and insights
A Content Strategist (working with cross-functional teams) establishes and articulates the organization’s internal and external key messages, and ensures that content is aligned.
Understands digital measurement metrics
These specialists have a strong understanding of SEO, keyword research, information architecture, and usability best practices
Knows how to tell a story
A Content Strategist works with editors, writers, UX designers, content management system developers, and marketers to deliver stories that are aligned with business goals.
A Content Strategist is not:
A Content Producer
Content Strategists focus on strategies and tactics for creating and delivering content that will engage various stakeholders. Content Producers create the content.
A Content Manager
Content Strategists create a strategy and the appropriate tactics for engaging consumers through content. Content Manager implements and managers content to raise brand awareness and inform.
Important metrics for a Content Strategist
Content Strategists set business performance goals or Key Performance Indicators (KPI) to measure:
- brand awareness
- lead generation
- customer loyalty
- user engagement
