Content is king today. That’s why content strategists are in great demand.
A shift in focus from the hard sell to providing helpful information to potential customers and clients has created strong demand for talented professionals who can develop and manage content. The content strategist role has become key for companies that want a robust marketing and communications plan.
“Content marketing continues to gain traction as a lead generation tool amongst companies of all sizes,” says Diane Domeyer, executive director of The Creative Group. “Agencies and in-house teams seek experienced content strategists who can create, curate and syndicate content to increase brand awareness and conversation rates.”
Here’s a look at the content strategist job description along with the skills, traits and average starting salary associated with this job.
Content strategist duties and expectations
What is a content strategist? The core function of the job is developing a content strategy based on a company’s or client’s business objectives and a customer’s or end user’s needs. Creative professionals in this role oversee content requirements and create content strategy deliverables across a project life cycle. This can include conducting content audits (qualitative analyses of all the content on a network of sites and social media accounts) as well as gap analyses.
The content strategist is often in charge of creating and maintaining editorial calendars, style guides, taxonomies, metadata frameworks and content migration plans. Content strategists may also be responsible for managing other employees and freelancers, maintaining budgets, and assisting with the technical integration of content.
Skills and traits of content strategists
High-level thinkers who also have a penchant for keeping track of details are ideal candidates for this job. Content strategists must be standout idea generators and problem solvers with excellent communication and organizational skills.
These strategy experts must have the analytical abilities necessary to gather key business and user insights, and apply their strategic planning skills to create a long-term vision for the content that’s generated. Project management experience will help the content strategist keep projects on track and within budget.
Other desirable traits include the ability to compellingly communicate a brand’s story, and a design sensibility to envision how content will be presented or distributed in formats other than text-based articles, such as infographics or multimedia presentations.
A firm understanding of user experience and strong search engine optimization (SEO) and search engine marketing (SEM) skills are often preferred.
Content strategist salary benchmarks
The Robert Half Salary Guide will give you salary projections for many roles within the marketing and creative sphere, including content strategist. You can also search for and select the city nearest you to automatically adjust salaries for regional cost of living, talent availability and other factors.