It’s Not Just Words. What a Content Strategist Does

Get a strategic brain, not simply a marketer

In most organizations, content is everywhere, but I’m finding that strategy is missing in action. You might have smart people writing blogs, updating decks, and creating video scripts. But I’ve noticed that it’s someone who’s cranking out content to get it done, but not asking the right questions: “What are we trying to influence, or what does our audience need to hear?” It’s easy to end up with a lot of activity but little engagement. That’s where content strategy comes in … and it may come in as a fractional leader that gets an organization out of the rut to move a business forward.

Content strategy is about asking the right questions, especially when the offering is still evolving. At Hitachi Consulting, I supported an innovative service line, but still immature. No proven case studies. No understood buyer journey. What we needed wasn’t just content. We needed clarity. Who is the real decision-maker? What pain are they feeling? What proof do they need—and what will we say before we even have that proof? I worked across sales, marketing, and delivery teams to shape a narrative that could grow alongside the service itself. The result? Not just a slide deck, but enough traction to jump-start an untested but compelling service.

Companies often misstep here. They hire a content writer with a marketing title. Or they bury them so deep in marketing execution that strategy never sees daylight. If you’re thinking about hiring one, make sure you’re ready to listen to what they uncover. Because when done right, content strategy doesn’t just polish a message or place it in a new media outlet, it can reshape a business.

Ever had a content strategist more focused on the latest social platform rather than connecting to customers?

Michelle