Content Strategy

 

Brienne of Tarth, content strategist

“Content strategy is to copywriting as information architecture is to design.” -- Rachel Lovinger. See her important 2007 work,  "Content Strategy: The Philosophy of Data."

"Different types of strategies are needed for different types of content. For example, a marketing department creating campaigns in multiple markets will operate very differently than their product counterparts whose content is shared across product, engineering, support, and so on. Later, these strands of the profession will be given designations such as “front end” and “back end” content strategists, or strategies for structured content or unstructured content, or for pre-sales or post-sales content, though these seem to be artificial distinctions. A commonly accepted ratio for an organisation’s content for customer use is 20% persuasive content (for example, marketing content) and 80% enabling content (for example, support, training, technical, and in-product content). As these types of content have very different operational models, the most useful distinction (at least for purposes of this article) seems to be content strategies for persuasive content and for enabling content." -- Rachel Anne Bailie, from "An Uneven History of Content Strategy."