Content strategy

Content strategists may have skill sets that are more technical, or more editorial. Many are generalists, with broad knowledge and a few deep skills.

A skilled content strategist can:

• Perform site inventories and audits
• Research an organization's audience and competitors
• Develop personas and user journey maps
• Model content types and their attributes
• Create and maintain content workflows and editorial calendars
• Establish voice and tone guides and style guides
• Conduct stakeholder interviews
• Report on content data metrics, like analytics
• Write briefs, reports, and recommendations

An expert content strategist can also:

• Lead workshops to uncover content needs and priorities
• Define a site's information architecture, including navigation paradigms and taxonomies
• Create data dictionaries, transforming content models to plans for a relational database
• Determine label names and order of fields on a content form
• Consult on CMS authoring UX
• Perform user testing
• Establish governance models and oversee change management
• Write UX text like form field help text and button copy
• Write and edit longform content

Content strategy considers the entire content lifecycle and its presentation across channels, and gives us a way to define, prioritize, integrate, systematize, and measure content. 

Content strategists use words and data to create unambiguous content that supports meaningful interactive experiences.