Content Strategist - Interactive Media
The role of the Content Strategist is to scope and plan interactive media product's1 content and determine its overall style - what to say, how to say it effectively, when and where to say it.
He or she will usually work alongside an Information Architect2, and the role has similarities with that of Web Editor3, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product's development.
Content Strategists may be employed in full-time permanent positions, or on a freelance basis for individual projects.
What is the job?
The Content Strategist is responsible for deciding what content the product will contain and the personality it will convey. He or she typically liaises with the client to identify key messages, themes, and tone of voice for written content in order to develop a 'house style' that fits the client's brand.
He or she may then need to brief copywriters and editors, or produce written publishing guidelines, to ensure the product's content follows this style.
During product development, the Content Strategist is also responsible for specifying visual or other assets for inclusion (although in smaller teams, this may be handled by the Designer4).
He or she may need to liaise with specialists such as Animators, Illustrators or Video Directors to ensure the right assets are produced in the appropriate style and format. He or she may also need to work with Designers and Developers5 to ensure assets are correctly incorporated into the product. In some cases, the Content Strategist may also be responsible for writing any instructional text - such as help screens - used within the product.
The Content Strategist may also need to liaise with intellectual property specialists to obtain rights to use material owned by other people, or to ensure that the product's content does not breach copyright. They may also be involved in the selection or creation of systems for classifying content, usually in conjunction with an Information Architect.
Typical career routes
Content Strategists usually come from a background in journalism, publishing, marketing or advertising, although there are no typical career routes. Some may have previously worked as Writers, Web Editors, Designers or Developers.
Several years' experience of developing house styles and publishing guidelines - although not necessarily for interactive media - is usually required. Experienced Content Strategists may progress into Information Architect roles or may move client-side as Web Editors.
Essential knowledge and skills
Content Strategists need strong analytical skills and empathy with audiences and users. An appreciation for brands and marketing can be helpful.
An understanding of different writing styles, and the way in which other types of media - such as images, illustrations, video and audio - can be used to enhance the written word, is essential.
A good understanding of the nuances of writing for an on-screen non-linear medium is also important. Content Strategists need to be aware of interaction design principles, including usability and accessibility issues, and should be capable of grasping the impact of technical issues - for example, relating to the way the product will be developed. Awareness of legal issues, such as copyright, data protection, libel and obscenity legislation may also be needed. Key Skills include:
- organisational ability;
- copywriting and editing;
- ability to give clear written instructions and guidelines;
- presentation and communication;
- attention to detail;
- ability to manage time, prioritise tasks and work under pressure;
- knowledge of the requirements of the relevant Health and Safety legislation and procedures
Content Strategists are usually educated to university level, but their degree may be in almost any subject. Experience is usually valued most, but a solid academic foundation is helpful. Demonstrable ability and a good portfolio are generally considered more useful than specific qualifications.
Glossary
Asset: a piece of media that is included within the product or used in its interface, such as a graphic, audio or video clip, animation, or sound effect.
Where to go for more information
Skillset is the Sector Skills Council for the audio visual industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset's website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is the UK's only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.
WebsitesBritish Interactive Multimedia Association: www.bima.co.uk/
New Media Knowledge: www.nmk.co.uk
Boxes and Arrows: www.boxesandarrows.com
PublicationsNew Media Age Magazine - New Media Age
Content Critical, McGovern & Norton, Prentice Hall, ISBN0-273-65604-X
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Content Strategist - Interactive Media
1 This role probably relates mostly to web sites, though it can also apply to multimedia products (e.g. CD-ROMs etc.).
2 The Information Architect role is about deciding the product's features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
3 The Web Editor role is about managing the on-going publication of content to a web site - this typically involves writing and editing, coordinating contributions, maintaining navigation and architecture, and either using a Content Management System or building web pages manually.
4 The Designer role is about designing the overall look and feel of the product - at it's simplest this is a case of visually 'skinning' a wire-frame design produced by the Information Architect; in more senior roles, or in smaller teams, the Designer is more likely to be involved with devising interactivity and information flow, hence the roles often overlap or are merged.
5 The Developer role is about building the product, typically using authoring tools (e.g. Director, Flash etc.) and/or scripting or mark-up languages (e.g. JavaScript, ActionScript, Lingo, HTML, CSS etc.); by contrast, the Programmer role tends to be more concerned with higher-level coding.
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