Content Strategists: Brandlandia’s New Mythical Creature?

Last week in Seattle I met with two high level Brand Strategists, smart women who advise big brands on big decisions.

Why am I meeting with Strategy execs versus Creative Directors? I don’t know. But a quick look at my LinkedIn page indicates that 18 people endorse me for Content Strategy, compared to only eight endorsements for Content Development. Naturally the two work together, and clearly there’s a lot more to Content Strategy than ideation and execution — the two strengths I bring to the table for my client partners.


Suzanne Baran, Content Strategy Director at Saatchi & Saatchi in Los Angeles explained to OpenForum that “today’s content marketers are somewhat of a rare breed. For those looking to get into content marketing, she recommends learning the language of technical, quantitative and design.”

“A content strategist is a unicorn,” Baran says. “We interface with search, IT, UX, creative, product, customer service, marketing, finance and QA. We have to know code, best digital and traditional publishing practices, a bit of market data, editorial style, product development, marketing taxonomy, and the list continues.”

Given her rundown, my own doubts and the oddity of unicornism, I’m perfectly content to continue to identify as a Copywriter/CD with expertise in content development.

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