Understanding the Role of a Content Strategist: A Personal Reflection

In the ever-evolving landscape of marketing, the role of a content strategist can be as varied as the organizations they serve. My experience working in content strategy for smaller companies allowed me to embrace a diverse array of tasks, ranging from organic and paid content initiatives to orchestrating growth marketing strategies. However, my transition to larger organizations has revealed a puzzling disconnect between content strategists and performance or product marketers.

One would naturally assume that a content strategist is at the helm of collaborating with various marketing teams, steering the comprehensive strategy for all content types—both paid and organic. Instead, I’ve observed a workflow where performance marketers create campaigns and then sequentially funnel content requests down to strategists. For instance, they might request the creation of an eBook and subsequently ask the strategist to develop all associated promotional materials. This process raises a critical question: shouldn’t content strategists be the ones generating content ideas that align with the overarching campaign strategy? Unfortunately, I often find that the only output from the strategist comprises a few blog posts here and there.

This dynamic creates confusion for me as I firmly believe that content strategy should be interwoven with all facets of marketing efforts. Data has always been a major component of my approach, which makes the disconnect even more perplexing. In my experience, the content strategists I’ve worked alongside often operate outside the realm of data analysis. Rather than crafting robust content plans that align with campaigns, their role seems to pivot toward fulfilling requests without much strategic direction. This lack of proactive insight begs the question: where is the strategy in this approach?

Reflecting on my previous role, I was tasked with developing comprehensive content ideas that supported all marketing initiatives, including evergreen content, funnel content, email marketing, lead magnets, SEO-driven blogs, and site maps—all within the framework of broader campaign concepts established by management. As a content strategist, I was responsible for assessing which deliverables were necessary and determining their optimal distribution, whether through paid channels or organic avenues.

Given these experiences, I find myself grappling with the true definition of a content strategist. It often feels like my past responsibilities mirrored those of a marketing manager or campaign manager. So, what truly defines the role of a content strategist? Is it time to reevaluate our understanding of this position and its integration within broader marketing strategies? The conversation is ongoing, but clearly, there is room for improvement and clarity in aligning the content strategy role with strategic marketing principles.