Career path
Content Strategist
A content strategist decides what content a business should create, for whom, and why — then plans how it all fits together to serve both the audience and the business. It's the thinking layer above writing: less about producing every piece, more about making the whole content effort coherent and effective.
What the job actually is
A content strategist maps audience needs to business goals and builds the plan that connects them. That means defining the audience and their questions, setting tone and messaging, planning topics and formats, maintaining an editorial calendar, and measuring whether the content is actually working. You commission and guide writers as much as you write, and you keep the library consistent and purposeful rather than a pile of one-off posts.
Skills that matter
- Editorial judgement — knowing what's worth saying and how to say it.
- Audience and SEO research — understanding what people actually search for and need.
- Planning and organisation — calendars, briefs, and keeping a backlog coherent.
- Stakeholder communication — aligning content with marketing, product, and sales.
- Comfort with metrics — connecting content to traffic, engagement, and outcomes.
How to switch in
Most content strategists arrive from writing, editing, marketing, or communications — the natural next step once you've created enough content to see the patterns. Strengthen the strategic side: learn SEO basics, study how content maps to a buyer's journey, and practise building a content plan for a real or sample brand. A portfolio that shows planning and results, not just published pieces, is what signals you're ready for the strategy seat.
Frequently asked questions
How is a content strategist different from a copywriter?
A copywriter produces the words; a content strategist decides what should be created, for whom, and why, then guides the people who write it. Strategy is the planning and measurement layer above the writing itself.