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Why content strategists are the doctors of the content world » FH JOANNEUM

Rahel A. Bailie on the similarities between content strategists and physicians.

Source: Why content strategists are the doctors of the content world » FH JOANNEUM

Let me tell you–when it comes to content strategy, Rahel Bailie knows her stuff! She is someone to listen to. She is someone I’d like to think is a friend of mine, as well as a mentor, too. I’ve gotten to know her not only by attending presentations of hers over the years and hanging out with a lot of the same people at conferences, but also getting to know her on social media too. I’ve learned a lot from her.

In this article, I like her analogy of a doctor to a content strategist. But I think it’s also interesting point she makes about content marketing strategists–they aren’t content strategists in the same vein.  I can verify that from my own job searches.  Job descriptions are always listed as content marketing strategist jobs or even content strategist jobs, but their focus is usually more on marketing than actual content strategy or understanding content management. Or worse, they’ll combine the two with the greater emphasis on the content marketing, and that’s just not what content strategists are. I don’t know how many recruiters have contacted me or how many job listings I’ve seen that confuse me with a content marketing person.  Now, I even earned a certificate in digital marketing to potentially bridge that gap, but in the end, it really wasn’t my thing. It helps to have an understanding, but I’m still a generalist in that respect. I try to look at the big picture, and figure out the symptoms to help determine what the best treatment is.

Do you agree with Rahel’s assessment of what content strategy is…or isn’t? Include your comments below.



Danielle M. Villegas is a technical communicator who currently employed at Cox Automotive, Inc., and freelances as her own technical communications consultancy, Dair Communications. She has worked at the International Refugee Committee, MetLife, Novo Nordisk, BASF North America, Merck, and Deloitte, with a background in content strategy, web content management, social media, project management, e-learning, and client services. Danielle is best known in the technical communications world for her blog,, which has continued to flourish since it was launched during her graduate studies at NJIT in 2012. She has presented webinars and seminars for Adobe, the Society for Technical Communication (STC), the IEEE ProComm, TCUK (ISTC) and at Drexel University’s eLearning Conference. She has written articles for the STC Intercom, STC Notebook, the Content Rules blog, and The Content Wrangler as well. She is very active in the STC, as a former chapter president for the STC-Philadelphia Metro Chapter, and is currently serving on three STC Board committees. You can learn more about Danielle on LinkedIn at, on Twitter @techcommgeekmom, or through her blog. All content is the owner's opinions, and does not reflect those of her employers past or present.

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