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:

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?

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?

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?

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!

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