Number 4 in our Skills for Modern Technical Communication series: Content Strategy
Before we dive into the technical details, I’d like to capture the essence of content strategy in verse with a little poem I wrote:
Content strategy, oh what a sight!
CJ Walker
Planning and mapping till late at night,
Connecting the dots with skillful grace,
Making content find its perfect place.
Writing anything about content strategy skills is a fraught task. Everyone you ask seems to have a different definition of not just what it is, but what it’s for.
Content strategy takes different forms across marketing, journalism, web content, and other disciplines. With all the respect in the world to our content cousins, we’re going to keep things simple and focus on the kind of content strategy we need in technical communication.
These three definitions highlight different aspects of content strategy that are particularly relevant to technical communicators. While Halvorson emphasises the interconnectedness of content decisions, Johnson focuses on the strategic thinking aspect, and our third definition zeros in on business outcomes. Together, they paint a picture of what technical communicators need to know about content strategy.
To help technical communicators navigate this complex landscape, let’s look at three key perspectives on content strategy that are particularly relevant to our field.
Give me a concise definition of ‘Content Strategy”, please.
Hmmm… I’m going to have to give you three to cover my bases.
Content Strategy Definition 1: Web Content
In her blog post “What is a Content Strategy? Connecting the Dots Between Disciplines“, Kristina Halvorson of Brain Traffic, the Mother of Content Strategy for the Web (also the title of her book, minus the “Mother” part that I added because she wrote it when it was new) answered the question: “What does content strategy accomplish?” this way:
“First and foremost, content strategy connects your organization’s content efforts with business goals and user needs. Everything you do related to content should map back to those requirements.
‘Second—and here’s the power of the thing—content strategy creates a set of integrated choices between four separate-but-related areas of activity. These are not subdisciplines of content strategy by any means; rather, they are business and/or design functions that all have an impact on your content product. Content strategy works to connect the dots between them.
- User experience design: Who are your end users? What are their content needs and preferences? How can you make content useful and usable to them, wherever and however they need it?
- Editorial strategy: What is your content’s point of view? What are the topics you need to address? Where and when will you deliver the content?
- Content engineering: How does your content need to be structured in order for users to find it? What models need to be in place for the CMS to deliver the content, wherever and however users and the business need it?
- Content workflow and governance: How does content move throughout your organization? What are the policies, standards, and guidelines that monitor its quality and performance?
‘So, technically speaking, you can invoke the phrase ‘content strategy’ in conversation when discussing any of these areas of activities, and you won’t be wrong.”
Content Strategy Definition 2: TechComm
In an Idratherbewriting.com blog post exploring trends in the TechComm field titled simply “Content Strategy”, Tom Johnson, puts it forth to technical communicators like this:
“Content strategy isn’t a new tool or approach to writing docs. Content strategy is literally the shift to thinking strategically about documentation rather than just writing it. And not just thinking about it, but coming up with formal plans to achieve your content goals.
‘To understand content strategy, you have to grasp the difference between strategy and tactics. The content strategist sizes up the problem, comes up with a solution, maps out how the solution will be implemented, addresses risks and other hurdles, plans thoroughly for the scenarios, etc. In contrast, the tactician executes on the plan from the content strategist. The tactician puts the plan into action, writes the needed content, and comes through with the deliverables.”
Content Strategy Definition 3: Business Needs
“Content strategy in technical communication is the systematic planning, development, and management of informational content to meet specific business goals and user needs.”
(I don’t have anyone I can credit here – it’s a distilled definition I got from AI that I finally agreed with after an hour or so of trying to show it that technical communication needs a specific approach.)
These definitions give us a framework for understanding content strategy. But what specific skills do technical communicators need to implement it effectively? Let’s break it down.
Key Skills Technical Communicators Need for Content Strategy
- Strategic Planning
- Analysing business goals and user needs
- Developing content roadmaps
- Creating and maintaining style guides
- Setting measurable objectives
With a solid strategic foundation in place, the next step is to understand how your content performs:
- Content Analysis and Optimisation
- Conducting content audits
- Analysing user behavior and feedback
- Implementing SEO best practices
- Measuring content effectiveness
To implement these strategies and analyses effectively, you’ll need strong technical capabilities:
- Technical Knowledge
- Understanding structured authoring
- Working with content management systems
- Knowledge of metadata and taxonomies
- Familiarity with publishing workflows
Finally, since content strategy touches every part of an organisation:
- Cross-functional Collaboration
- Working with subject matter experts
- Coordinating with development teams
- Liaising with marketing and support
- Managing stakeholder expectations
Beyond these core skills, successful content strategists must also develop process management abilities that help them adapt to changing business needs.
- Stay agile with regular reviews and updates
- Develop a flexible content calendar
- Set up key performance indicators (KPIs)
- Use data-driven insights
- Embrace new technologies
- Conduct A/B testing
- Foster cross-functional collaboration
- Build a culture of learning
Mastering these skills is understood, but how do they translate into actual roles? Let’s look at how content strategists and technical writers work together in practice.
Understanding the Roles of Content Strategist and Technical Writer
While content strategists concentrate on strategic planning and brand voice consistency across various platforms, technical communicators focus on creating precise, clear, and accurate technical documentation, often complemented by visual aids for better comprehension.
A content strategist’s role does overlap with the technical communicator’s role during the workflow of a techcomm project. They both require a blend of skills from both fields and expertise as well as on the different components of a content strategy. However, their goals are different: content strategists focus on engaging audiences through brand messaging, while technical communicators help users successfully use products through clear instructions.
At Firehead, we’re witnessing how these roles are evolving in response to industry demands. Here are the key trends we see reshaping technical communication:
- Increasing demand for personalized technical content
- Growth in API documentation needs
- Rise of automated documentation tools
- Integration of AI in content creation and management
These industry trends are creating exciting career opportunities for technical communicators who develop content strategy skills. Here’s where your career could take you:
Career Advancement Opportunities
Content strategy skills open several career paths for technical communicators:
- Leadership Roles
- Documentation Manager
- Content Strategy Director
- Information Architecture Lead
- Technical Communications Manager
- Specialised Positions
- Content Operations Specialist
- Knowledge Management Strategist
- Technical Content Strategist
- Documentation Architect
- Consulting Opportunities
- Independent Content Strategy Consultant
- Documentation Process Consultant
- Content Systems Advisor
These roles typically offer higher compensation and greater strategic influence within organisations. Technical communicators with content strategy skills are particularly valuable because they combine:
- Deep understanding of technical content
- Deep understanding of technical content
- Strategic thinking and planning
- User experience expertise
- Content management capabilities
Future Growth Areas
Looking ahead, the Firehead Crystal Ball sees several factors driving continued growth of content strategy:
- Increasing demand for unified content experiences
- Growth in artificial intelligence and automation
- Rising need for personalised technical content
- Expansion of global content operations
Useful Reading
Ready to dive deeper? The field of content strategy has a rich history of thought leadership and practical guidance. Theory and practice are important, but continuing education is essential for all content strategists.
Here are some valuable resources that have stood the test of time (Note: This is not an exhaustive list – there is so much out there! These are some of my personal favourites that have stood the test of time):
- Sarah O’Keefe, Founder of Scriptorium, wrote a seminal blog post on Content Strategy for Technical Communication back in 2010 (the year of the world’s first content strategy conference: CS Forum in Paris, or the “Volcano Conference” – thank you Iceland).
She updated it in 2016 – it’s still relevant in its differentiating the drivers for various kinds of content. For example, marketing has different goals than TechComm. This helps to understand why there are so many things called “content strategy” going on out there.
“Marketing content is generally persuasive, and technical content is generally informational.
‘For marketing content, an enterprise content strategy means creating information that supports the organization’s communication strategy and aligns the voice and tone of content with the corporate branding across all channels.
‘For technical content, an enterprise content strategy means identifying business goals and then setting up a content development and delivery system that supports those goals.”
- Kristina Halvorson’s “Content Strategy for the Web
- Rahel Bailie and Noz Urbina’s “Content Strategy: Connecting the Dots Between Business, Brand, and Benefits”
- Meghan Casey’s “Content Strategy Toolkit”
- Kathy Hanbury wrote a blog post “From TechComms to Content Strategy” in that same year where she describes her own journey moving from working as a technical writer to content strategy in technical communication.
These industry perspectives show how content strategy has evolved. But how can you begin applying these insights to your own work? We think you’ll want to make a strategy of your own for adding content strategy skills to your work:
- Start Small
- Audit your existing documentation
- Identify pain points in your current process
- Set one or two measurable goals
- Build Your Skills
- Take online courses in content strategy
- Join professional organizations
- Follow industry leaders and blogs
- Apply Your Knowledge
- Volunteer for strategic projects
- Document your content processes
- Create a pilot program for a small section of content
Help Getting Started with Content Strategy
All this information might seem overwhelming, but every content strategist started somewhere. You have lots of resources and community to learn from. Here’s your roadmap to getting started:
- A great place to start is our Firehead course: Content Strategy Overview by Hillary Marsh, a long-time veteran of the field. She works with non-profits big and small and has seen a lot that she’s been able to crystalise into simple methodologies. Her knowledge can help your organisation’s content reach its goals.
- Firehead created a “Content Strategy Starter Kit” and a list of “1001 Content Strategy Links” way back in May and June 2010 (right after the Volcano Conference). You will see that many of the resources we listed back then have moved on to ply their talents elsewhere, alas. But this time period was also right when things were getting started, and everyone was still explaining everything they were learning like kids with a new toy, with enthusiasm and in terms we could still all take on board. I think it’s still a good place to start.
- In this spirit, Rahel Baile wrote a Medium article in 2020 titled “An Uneven History of Content Strategy” where she outlines its development by milestones over the years
- Brain Traffic website Kristina Halvorson has a lot to say about the value of content strategy, and she does here!
- Content Strategy Inc. Blog: Kathy Wagner gives regular insights on content strategy, governance, and digital transformation. (And I really like their score-carding system too.)
- Content Science Review Colleen Jones writes in-depth articles and shares research about content strategy and content operations
- UX Booth: While not exclusively about content strategy, their content strategy section offers valuable insights about the intersection of UX and content
- A List Apart: Their content strategy articles are considered industry standards
- Content Strategy Insights Podcast: Larry Swanson does interesting and insightful interviews with content strategy practitioners
Content strategy isn’t just another skill for technical communicators—it’s becoming a core competency that can transform your career. Whether you want to become a dedicated content strategist or simply want to bring strategic thinking to your current role, the journey starts with a single step.
Your perspective and experiences matter in this new and evolving evolving field. We’d love to hear about your content strategy journey in the comments below.
Next week, we’ll build on these foundations as we explore content operations. Subscribe to our blog to ensure you don’t miss it!
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