We live in a day and age flooded by information and data. As I sit down to write this post (and as you are scrolling down this page), our inboxes are ringing with notifications of new messages while our Google News feeds are being updated with news from all over the world every second. There has never been a time when so much information was made accessible to so many people with such ease, and many of us don’t even stop to think how we have gotten here. Just a little over a decade ago, most of the tech giants that dominate (and basically control) our lives did not even exist.
With the advent of this information-ridden era, we have welcomed in a new discreet challenge — in fact, so discreet that many of us don’t even think this is really an issue. The challenge is now on us to figure out just what information to take in (or toss out) and just how to do so. When there is simply so much just floating around the web (most of the time, free of charge, accessible to all), where do we even begin?
Content strategy is about answering that question. Specifically, it is about how to navigate the web space in order to filter through the massive amount of data to extract the things we want so that we might put that piece of info (data) to work. That is, a good strategist is a tech-savvy, fast-learning, information architect who does all this quickly and accurately in visually appealing manners.
Not sure if that’s really what a content strategist does? Don’t just take my word for it — here is what some others have to say:
Karen McGrane defines content strategy as:
helping the world understand what makes the web different from print and how we fully take advantage of this new medium. It’s exciting! It’s Gutenberg-level stuff.
According to another content strategist Brigid Auchettl (emphasis added):
Being a content strategist is a mix of editorial writing, organisation and management skills, analytical abilities, developing marketing know-how and being a communications whiz. My day-to-day responsibilities include creating and managing social media campaigns, monitoring engagement and analyzing data, implementing SEO and building strategic partnerships with a variety of clients.
All in all, in this day and age, there is an increasingly high demand for a good content strategist who understands his roles and has mastery of his art.
Journalism isn’t dead — it’s simply changed over time.
Read Karen McGrane’s take on the future of content strategy here.
Read the Auchettle piece in full here.