A copywriter turned content strategist

Content strategy is en vogue, and many copywriters now also call themselves content strategists. One of them is Don Seidenberg. We asked him about his turn to content strategy.

Don, when did you decide that you weren’t just a copywriter but a content strategist?
Two years ago, when I first read Content Strategy for the Webby Kristina Halvorson. I have always approached web writing from a strategic perspective. Every piece of content had to have a purpose. If I wanted to make better websites, I realized I had to see the big picture. Her book made me realize the importance of content strategy as a separate discipline.

How much of your time do you spend on writing and how much on content strategy?
I spend more time thinking about strategy than actually writing. I spend about 60% of my time thinking about strategy and 40% of my time actually writing.

Do you have to be a writer to be a good content strategist?
Not necessarily. You have to understand business objectives, know how to communicate to different audiences and have the ability to see the big picture. As a copywriter, I have experience in all these areas. But then again so does a good account person.

According to you, is content strategy a job, an approach or a set of skills?
Content strategy is a job that requires a set of good communication skills. For any web project to be a success, it’s important that the client gets the content part right. Web professionals can help by teaching their clients basic content strategy skills.

What’s the role of the content strategist in the overall website creation process? Where do you fit in?
I think the content strategist should be involved before the web creative process begins and during the process. At the start of the project, the content strategist can help define the business goals and create a plan to achieve those goals. During the project, the content strategist can then guide the work of the web team to make sure that the end result is aligned the site’s business goals.