Content strategy is a paradox. Every brand needs to figure out its content play. But there is already more existing content than anyone can ever consume. In an environment boasting millions of tips, tricks and hacks, billions of reviews, how-tos and infographics, trillions of recipes, diets or exercise routines and zillions of videos on every conceivable topic, savvy marketers want to know what content is the strongest lure, how much content is enough, which combination of content is the most potent and which content converts browsers into buyers fastest. As a result two kinds of content strategists are emerging. The definition of the practice and the deliverables often mirror the skills, perspective or experience of the practitioner. In thinking about deploying content strategists, consider two major tasks. Each requires a different kind of strategist with distinctive skills sets. Systemic. Somebody has to figure out what is the best way for a brand to present itself and its story across platforms and channels. This strategic work requires a clear and consistent understanding of business goals and brand assets, which are mapped to customer actions and intentions with the idea of creating relevant, useful and resonant conversations and interactions. A systemic Read more…