The role of the content strategist is to bring together the needs and objectives of technical, marketing and user experience teams under one umbrella business objective. Let's explore the specific activities and interrelated activities associated with different "flavors" of content strategy.
It’s easy to overlook things that are critically important until they start failing. Just like we don’t notice the structure of a house until it’s in question (“Hmm, should I be walking on this?”), a site’s information architecture typically goes unnoticed until it fails to do its job (“Why can’t I find what I need?!”).
Our egos are tricksters. We’re easily fooled into thinking our emotional response — our personal preferences as designers and leaders — will inherently match everyone else’s. But if our goal is to create things other people will use and genuinely enjoy, retrofitting the wants and needs of our audience into the constraints of our preferences is a fantastic way to fail.
The terms “strategic” and “tactical” carry different weights within many organizations, and unfortunately one gains more attention or credence (often strategy). But in reality, both need each other. Strategy without execution chops—and execution without strategy—is a rudderless endeavor that leads nowhere.