From someone who has been quite content being labelled as a content-bearer (and sometimes for stripping it threadbare), i keep getting questions and wry eyebrow raisers when i tell people about my job profile in marketing. We have content strategists, editors, writers, QA folks, who together help the subject matter experts or people process thoughts and articulate them through the written word. Men and women of letters who take ideas and opinions and wordies them. Now, content is not necessarily words in marketing communication – it could be text, graphics, video, audio, mime (ah yes and some slime).
Today, a content strategist would not only devise all of the above but also plan ways to push the content through a multitude of marketing channels, online and print formats, or through any interactive human experience.
Design is another key area – defining the user experience was what the traditional designers would have attempted, but today, with collaborative networks and user generated content, design is also defined by the user experience. A case in point (again, courtesy, Groundswell and Forrester) is Wells Fargo and their blog. It’s all about the user. And the experience creation today.
