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The role of the Content Strategist is to scope and plan interactive media product’s¹ content and determine its overall style - what to say, how to say it effectively, when and where to say it.

He or she will usually work alongside an Information Architect², and the role has similarities with that of Web Editor³, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product’s development.

Content Strategists may be employed in full-time permanent positions, or on a freelance basis for individual projects.

What is the job?

The Content Strategist is responsible for deciding what content the product will contain and the personality it will convey. He or she typically liaises with the client to identify key messages, themes, and tone of voice for written content in order to develop a ‘house style’ that fits the client’s brand.

He or she may then need to brief copywriters and editors, or produce written publishing guidelines, to ensure the product’s content follows this style.

During product development, the Content Strategist is also responsible for specifying visual or other assets for inclusion (although in smaller teams, this may be handled by the Designer⁴).

He or she may need to liaise with specialists such as Animators, Illustrators or Video Directors to ensure the right assets are produced in the appropriate style and format. He or she may also need to work with Designers and Developers⁵ to ensure assets are correctly incorporated into the product. In some cases, the Content Strategist may also be responsible for writing any instructional text - such as help screens - used within the product.

The Content Strategist may also need to liaise with intellectual property specialists to obtain rights to use material owned by other people, or to ensure that the product’s content does not breach copyright. They may also be involved in the selection or creation of systems for classifying content, usually in conjunction with an Information Architect.

Typical career routes

Content Strategists usually come from a background in journalism, publishing, marketing or advertising, although there are no typical career routes. Some may have previously worked as Writers, Web Editors, Designers or Developers.

Several years’ experience of developing house styles and publishing guidelines - although not necessarily for interactive media - is usually required. Experienced Content Strategists may progress into Information Architect roles or may move client-side as Web Editors.

Essential knowledge and skills

Content Strategists need strong analytical skills and empathy with audiences and users. An appreciation for brands and marketing can be helpful.

An understanding of different writing styles, and the way in which other types of media - such as images, illustrations, video and audio - can be used to enhance the written word, is essential.

A good understanding of the nuances of writing for an on-screen non-linear medium is also important. Content Strategists need to be aware of interaction design principles, including usability and accessibility issues, and should be capable of grasping the impact of technical issues - for example, relating to the way the product will be developed. Awareness of legal issues, such as copyright, data protection, libel and obscenity legislation may also be needed.

Key Skills include:

• organisational ability;
• copywriting and editing;
• ability to give clear written instructions and guidelines;
• presentation and communication;
• attention to detail;
• ability to manage time, prioritise tasks and work under pressure;
• knowledge of the requirements of the relevant Health and Safety legislation and procedures

Training and qualifications

Content Strategists are usually educated to university level, but their degree may be in almost any subject. Experience is usually valued most, but a solid academic foundation is helpful. Demonstrable ability and a good portfolio are generally considered more useful than specific qualifications.

Source: Skillset.org