Content Strategists: Roles, Specializations, and Core Responsibilities
Content strategy is a multifaceted discipline that requires a blend of technical skill, creative vision, and business acumen. While many perceive it as a simple extension of writing, professional content strategists employ a diverse array of techniques and tools to ensure that information is delivered effectively to the right audience.
The approach a practitioner takes often depends on their professional training and education, leading to a division between those who focus on the user-facing experience and those who build the underlying infrastructure.
Specializations in Content Strategy
Content strategy is generally divided into two primary domains: front-end and back-end strategy. While they differ in focus, both roles are essential for a cohesive digital presence and both must address workflow (the sequence of industrial or administrative processes) and governance (the rules and policies governing content creation and maintenance).
Front-End Strategy
Front-end strategists focus on the user's interaction with the content. Their goal is to align business objectives with user needs to create a seamless experience. Key responsibilities include:
- Developing personas (fictional characters representing user types).
- Journey mapping the user experience.
- Developing brand strategies.
- Exploring various delivery channels.
- Creating style guidelines and search engine optimization (SEO) guidelines.
Back-End Strategy
Back-end strategists focus on the structural integrity and scalability of content. They build the systems that allow content to be managed and reused efficiently. Their work includes:
- Creating content models.
- Planning taxonomies (hierarchical classifications) and metadata (data that describes other data).
- Structuring content management systems (CMS).
- Building systems to support content reuse.
Key Facts
- Content strategy encompasses both front-end (user-facing) and back-end (structural) specializations.
- Both front-end and back-end roles are responsible for managing workflow and governance.
- Content strategy differs from editing by focusing on redistribution and repurposing across channels.
- The role can be compared to a curator, strategically selecting content to inspire action.
The Distinction Between Strategy, Editing, and Curation
A common misconception is that content strategists are simply editors. However, as Brett Atwood, an associate professor at Washington State University, notes, content strategy is about more than just the written word. A strategist must consider how content is redistributed or repurposed across various delivery channels to maximize its impact.
Beyond editing, the role is often compared to that of a curator. Much like a museum curator who selects and juxtaposes specific pieces to create meaning, a content strategist treats a business's content as a medium. They strategically select and place content to engage the audience, convey a specific message, and inspire a desired action.
| Feature | Front-End Strategy | Back-End Strategy |
|---|---|---|
| Primary Focus | User Experience & Brand | Structure & Infrastructure |
| Key Tools | Personas, Journey Maps, SEO | Content Models, Taxonomies, CMS |
| Goal | Aligning user needs with business strategy | Supporting content reuse and organization |
| Shared Duties | Workflow and Governance |
Frequently Asked Questions
How does content strategy differ from editing?
While editing focuses on the written word, content strategy involves a broader scope, including how content is redistributed and repurposed across different delivery channels.
What is the difference between front-end and back-end content strategy?
Front-end strategy focuses on the user experience, personas, and brand alignment, whereas back-end strategy focuses on content modeling, taxonomies, and the technical structure of content management systems.
What is the role of a curator in content strategy?
A content strategist acts as a curator by strategically selecting and placing specific pieces of content to create meaning, engage the audience, and inspire action.
What are workflow and governance in the context of content strategy?
Workflow refers to the processes used to create and move content through a pipeline, while governance refers to the rules and standards that ensure content remains consistent and accurate.