The content strategist role includes content strategy, copywriting, UX writing, and project management in collaboration with creative directors, UX designers, visual designers, developers, and stakeholders.
Content strategy is the planning, development, and management of content—written or in other media. The term has been particularly common in web development since the late 1990s.
A content strategist develops content strategies based on business objectives and customer needs, connecting with consumers, and generating leads through relevant content. They plan, design, create, edit, and publish content, ensuring it aligns with the brand and adds value to existing and prospective clients. The role requires excellent writing skills, client-facing skills, significant SEO knowledge, and experience working with UX designers.
Some responsibilities include performing exhaustive research, creating specifications and content appropriate for the brand’s customer personas, planning the editorial calendar and content proposition, collaborating with content management teams, analyzing content marketing strategy, and evaluating key performance indicators.
Content strategist roles and responsibilities
- Performing exhaustive research to gain in-depth knowledge of all customer personas
- Researching and analyzing consumer thoughts and trends
- Creating specifications and content appropriate for the brand’s customer personas
- Strategizing content pillars and sub pillars
- Planning the editorial calendar and content proposition
- Collaborating with content management teams, creative teams, and writers to implement the strategy
- Overseeing writing style and tone for all content
- Developing content governance guidelines for tone, style, and voice of all content, and ensuring they are followed
- Developing editorial strategy, so content is consistent across all delivery platforms
- Conducting periodic content audits
- Tracking and calculating content ROI
- Ensuring that content strategy meets business objectives
- Strategizing and improving content delivery and promotion
- Analyzing content marketing strategy to evaluate whether it’s working or not.
Content strategy encompasses copywriting and UX writing
The content strategy role requires knowledge and experience in copywriting and UX writing.
Effective UX writing and copywriting have much in common, such as writing for the ideal audiences, but some differences exist. Copywriting persuades and sells to drive conversions, while UX writing creates clear, concise content that enhances user experience based on their preferences and behavior.
Copywriters write to drive sales, while UX writers write for the user to help users use digital products. UX writers work collaboratively with stakeholders and product teams, while copywriters often work more independently with marketing and creative departments.
A copywriter can become a UX writer by developing skills such as user research, information architecture, usability testing, and understanding UX design principles and how they apply to content.