What does content strategy mean? What, exactly, does a content strategist do?
One could say, at a most basic level:
Content strategists employ content strategy to strategically optimize their web content. And that would be accurate, albeit repetitive and pedantic. But it doesn’t represent the nuances of content strategy.
I’ve been on a quest to create my own working definition for content strategy. Every day I discover interesting blog posts, insightful articles and helpful tweets that are contributing to my definition’s evolution. Today’s particularly thought-provoking definition comes courtesy of this post on the blog I’d Rather be Writing.
Tom Johnson writes, “Content strategy can seem like a fuzzy concept because it encompasses so much. But this all-encompassing quality is part of the definition of content strategy — the content strategist looks at all content, not just a slice of the pie. It easily includes metadata, taxonomy, search engine optimization, information architecture, user interface, multimedia, company presence, social media, web copy, product announcements, semantics, wireframes, and more.”
I love this definition. I’m both intrigued and challenged by the ephemeral nature of content strategy, but here this “fuzziness” is presented as an inherent part of the definition, rather than something to be overcome in seeking the definition. Continuing this way of thinking, the very fact that countless articles and posts and tweets are devoted to defining content strategy is in itself part of the definition of content strategy.
So in seeking the definition, and in writing about it, I also become part of the evolving definition.
Become part of the definition—leave a comment below.