Just a few years ago, it was unheard of for a company to have an in-house content strategist or even a content strategy. However now, this positions has become a crucial component of an organization’s digital marketing strategy. But, what does “content” really mean? As Jason Hirthler points out for Marketing Professionals, the term content has become a vague, catch-all term on modern resumes. This is because a content campaign touches on so many other disciplines in a marketing professional’s arsenal that it has become veritably impossible to pinpoint its exact definition.
Hirthler points out how people looking in on a content strategy have different viewpoints:
- Enterprise professionals believe a content strategist refers to the governing of consumer and user migration planning, and the position entails technical integration and content management precision.
- Social media professionals believe a content strategy refers to content production, distribution channels and crafting editorial strategies.
- Editorial professionals believe a content strategy refers to creating a more holistic version of traditional copy in a more narrative, story-telling manner.
- Information architects believe content strategy refers to content models and mass site inventories.
For each of these professional groups, the content strategy is different and yet similar. “The Web Content Strategist’s Bible” refers to a content strategy as “…the practice of planning the content creation, delivery, and governance. A repeatable system that defines the entire editorial content development process…”
However, as we’ve discussed, a content strategy is different for everyone. Michael Brenner wrote for Forbes that he believes a content strategy is more about an organization’s mindset, culture and approach to delivering information to a customer across all the platforms they could be seeking it from.
What does this evolving definition mean for content strategists? It means that you’re charged with the responsibility of not only handling your organization’s content strategy, but also how that role is viewed in the marketing and technology departments. You are the agent in charge of defining what content should be published, but also why it should be published and where. It’s all about the why and how and whether you are looking to not only inform your audience, but also entertain in the best ways possible.
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