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Category: Content Strategy

  • The Multi-Skilled Content Strategist: Why Depth Across Disciplines Matters

    The Multi-Skilled Content Strategist: Why Depth Across Disciplines Matters

    Unless you’re an agency constantly spinning up new projects, it’s tough to justify a full-time content strategist on staff. Their work often comes in waves, and they don’t always slot neatly into a traditional production calendar.

    But when a site needs restructuring, when the CMS starts breaking under its own weight, or when the client has more questions than answers—a skilled content strategist can be the difference between a successful launch and a stalled initiative.

    Not just any strategist, though. You need one fluent in development, design, client management, and project ops. These multi-skilled strategists spot problems early, plug into cross-functional teams quickly, and move projects forward with minimal friction.

    We’ve worked on dozens of content-forward projects, and the pattern is clear: the most valuable content strategists aren’t just good writers. They’re confident contributors across multiple disciplines. Here’s what that looks like in practice.

    The Modern Content Strategist: A Renaissance Professional

    Yes, a content strategist should be a good writer. Their bare minimum skillset should include being able to write copy and content across any channel type:

    • Microcopy
    • Social copy
    • Website content
    • Articles
    • UI text (tooltips, prompts, notifications)
    • Information architecture and taxonomies

    But writing is just the foundation – table stakes. What makes content strategists valuable is the broad, cross-functional skillset that enables superior collaboration, planning, and implementation.

    In our opinion, every good content strategist can contribute as a developer, graphic designer, project manager, and account manager on a moment’s notice. They should have at least the core competencies needed to understand and execute work in those functions.

    Each requires its own mindset and technical literacy. We’re not saying every strategist should be a unicorn, but they should know enough to:

    • Spot misalignment before it becomes rework
    • Talk shop with the dev team
    • Participate in design critiques
    • Keep a project on track
    • Explain strategic decisions to a skeptical client

    And ideally, they’ve practiced these skills in the wild.

    Development: Why Content Strategists Need Technical Fluency

    A good content strategist designs content models, workflows, and other deliverables with the technical framework in mind. That means:

    • Knowing how a CMS structures templates and fields
    • Writing content models with dev-facing field specs
    • Understanding the implications of modular design

    With this technical foundation, a content strategist helps teams grasp both the constraints and possibilities of various platforms.

    Real-world scenarios: 

    • Preventing a CMS from Getting Bloated: A dev treats three page designs as separate content types. You spot the mistake because you understand how CMS architectures handle templates. You reframe them as one content type with layout variations, saving weeks of technical debt.
    • Avoiding Rigid Authoring Structures: A developer sets required fields in the CMS that don’t align with real editorial needs. You explain the impact in dev terms, propose conditional fields, and improve the authoring experience without compromising validation rules.
    • Anticipating Dev Bottlenecks in Modular Design: You notice that a designer’s stacked layout will require a new component. Because you know how component libraries are managed, you help revise the layout to reuse existing parts—saving the dev team sprint time.
    • Writing Content Models Devs Actually Use: Your content model includes field names, data types, and validation logic—because you know devs will build directly from it. They implement without needing to “interpret” your intent.
    • Getting Reuse Right in Headless CMS: You understand how reference fields work in Contentful. So when modeling product specs, you use nested references instead of duplicating data across content types—earning the dev team’s trust and future-proofing the build.

    Design: Why Visual Literacy Pays Off

    Design and content are inseparable. Content strategists should know how to:

    • Evaluate visual hierarchy and readability
    • Contribute UI copy that fits layout constraints
    • Identify when a design can (or can’t) scale

    This also includes competency in the tools used by designers like Figma, Adobe CC, and others.

    Real-world scenarios: 

    • Flagging a Visual Hierarchy Problem Early: You see a homepage hero with multiple conflicting CTA styles. Because you understand visual hierarchy, you flag it as a usability issue—before it goes to dev and creates confusion.
    • Improving Copy-Design Fit During Wireframing: During UX wireframes, you notice character limits are unrealistic for headline modules. Instead of adjusting content later, you collaborate with the designer to resize elements while staying on-brand.
    • Aligning Design with CMS Constraints: You explain to the visual designer that their layout doesn’t support modular content reuse. Because you understand both design intent and CMS flexibility, you help rework it into a layout that can scale.
    • Making the UI Copy Work Visually: You provide tooltip and button copy that doesn’t just fit the character count—it balances white space, avoids line wrapping, and feels native to the interface.

    Project + Client Management: Keeping Projects on Track

    Content strategists interact with clients and stakeholders all the time. Success requires tact, building rapport, and not accidentally promising something out of scope. Remember that clients need to feel confident in their decision to hire you.

    This last point is crucial. External vendors—agencies, contractors, or service providers—are often hired to solve confidence problems. Clients doubt their internal resources can match external expertise. They pay a premium for confidence that the project will succeed.

    That means a big part of our job is reassuring the client: “Yes, it is going to be okay. We’re working together with the data, skills, and experience we bring to this project.”

    Of course, content strategists need to actually bring said experience and skills to the project. Content strategists often sit between teams, which means they need to:

    • Communicate priorities and trade-offs clearly
    • Defend scope without defensiveness
    • Plan content work around real project constraints

    Real-world scenarios: 

    • Timing Strategy Work to Support Sprints:  You’re planning the content model and see that devs are sprinting on backend setup while designers are still finalizing templates. You hold off on finalizing field specs until both are ready—ensuring your deliverables land when devs can build and QA immediately, not weeks later.
    • Protecting Strategy from Scope Creep:  A stakeholder wants to add a new section midstream. You reference the content strategy, explain how it would affect the narrative structure, and propose it be part of a future iteration. Your framing protects both the strategy and timeline without sounding defensive.
    • Connecting Content, Design, and Dev:  You lead a working session where you walk through each content type and show how it maps to both the CMS structure and the design modules. Because you’ve already translated the editorial needs into technical specs, this becomes the go-to artifact for aligning future work.
    • Mediating Design–Dev Misalignment with Content Logic:  Designers want a visually distinct block; devs call it technically redundant. You point out where the existing content structure can support both needs by reusing components with adjusted styling rules—grounding your case in the model you’ve already defined.
    • Framing Structured Content as Editorial Empowerment:  The client wants total layout freedom. You show how structured content lets their team focus on storytelling and performance, not pixel-perfect layouts. You reframe the model as a way to scale great content without sacrificing brand voice.
    • Turning Tech Concerns into Content Outcomes:  Leadership is wary of headless CMS jargon. You position the move in terms of what it unlocks: faster campaign launches, personalized landing pages, and less back-and-forth with devs. Because you understand the tech and the content goals, you make the case stick.
    • Facilitating Cross-Team Content Alignment:  Product wants deep specs, marketing wants storytelling. You run a session to map each stakeholder’s content needs against the site architecture. Your taxonomy work becomes the bridge—helping each team see how their voice fits into a coherent system.
    • Calming Stakeholders with Content Roadmaps:  A technical blocker stalls the build. You step in—not to fix the tech, but to adjust the content rollout plan. You show which pages can still move forward, where messaging can flex, and how the team can use the delay to improve internal content workflows.

    The “Fat I-Shaped” Content Strategist

    You may have heard of being a T-shaped contributor: a broad skillset with area-specific depth. What we’re advocating is for content strategists to be shaped more like a fat, art deco “I” than a “T”: possessing deep expertise across their broad skillsets.

    That “T” in “Gatsby” is us.

    If you’re a content strategist feeling overwhelmed at what a content strategist is supposed to bring to the table – we get it. It’s a lot. But remember, it’s not like content strategists have to know all of these skills on day one. The natural curiosity that brought you to this practice will drive you to continuously learning new skills. (We live in the age of YouTube where you can learn anything and for free!)

    Fat-I Content strategists:

    • Solve problems before they escalate
    • Reduce reliance on extra layers of management
    • Improve quality by understanding every moving part

    And they tend to be the ones clients trust the most.

    Need Someone with These Skills? 

    If you’re facing messy content models, CMS bottlenecks, or cross-functional confusion, it’s probably time to call in a strategist who can see the whole field.

    At Common People, this is exactly the kind of strategist we hire—and the kind we’ve become. We’ve learned After Effects to improve narrative storytelling. We’ve built automated newsletters for the US FDA using modern development and AI tools.

    If you need a strategist who can drop into a project and bring clarity, confidence, and multi-skilled execution, we’d love to talk. Read about our senior content strategist on demand service here.

  • Want to Supercharge Project ROI? Engage a Fractional Content Strategist

    In today’s competitive digital landscape, businesses are under constant pressure to deliver exceptional content experiences while keeping costs in check. This is especially true for agencies and small businesses, where every dollar counts and maximizing project ROI is crucial for success.

    Content Strategy plays a vital role in driving business results. Effective content strategies have been proven to decrease churn, increase signups, and improve customer retention – all revenue-positive outcomes. Well-designed content experiences can significantly boost engagement, conversions, and overall user satisfaction.

    The Changing Landscape of Content Strategy

    Recent shifts in design system maturity and industry trends have many companies and agencies rethinking their approach to content strategy. Even tech giants like Google, known for leading trends in design org hiring, are reevaluating their design organizations and cutting back on full-time content strategy and content designer roles.

    This shift is understandable. Many businesses are realizing that foundational content strategy work, such as establishing information architecture, content models, taxonomy, and style guides, is often a one-time investment:

    • Once these critical systems are in place and the core site content is created, most organizations don’t require a dedicated full-time content strategist to continually reinvent their UX content strategy.
    • A well-executed content strategy should include clear systems and processes for handling future changes, such as adding new categories or page templates.
    • Do you really need to reimagine your information architecture on an ongoing basis? (I hope not.)

    However, the field of content strategy and user experience design is becoming increasingly complex. New trends and technologies are constantly emerging, forcing businesses to adapt their content strategies to meet the evolving expectations of their audiences.

    The Solution: Fractional Content Strategy

    So, how can agencies and small businesses deliver best-in-class UX content experiences without breaking the bank?

    The answer lies in fractional content strategy. By engaging a fractional content strategist, businesses can access top-tier expertise on a project basis, ensuring high-impact results without the long-term commitment and overhead of a full-time hire. This cost-effective approach allows organizations to supercharge their project ROI while still delivering exceptional content experiences that drive business success.

    Fractional content strategy provides the flexibility and expertise needed to navigate the ever-changing digital landscape, helping agencies and small businesses stay ahead of the curve and deliver content experiences that resonate with their target audiences.

    Defining Fractional Content Strategist

    Similar to a fractional CMO, a fractional content strategist works with organizations for a fixed amount of time. Typically this means a limited engagement – from a matter of months to a year – on a limited basis. And instead of being engaged full-time, a fractional content strategist could be engaged part-time.

    This content strategist still provides the essential content and UX design tasks the organization needs. Here are some of the ways a full-time hire would be different from a fractional CS:

    Traditional FT RoleFractional Content Strategist
    As a permanent role, requires an extensive recruiting, hiring, and onboarding process.Typically treated as a vendor relationship and can begin almost immediately without traditional onboarding.
    Receives benefits and perks given to every employee.Typically doesn’t receive benefits outside of negotiated pay package.
    Senior-level talent requires higher salary plus benefits. (A senior content design strategist role can cost up to $276,600 a year depending on the company, experience, and location.)Lower cost due to the part-time status of the engagement.
    Comprehensive, ongoing impactTargeted, high-impact interventions that lay the foundation for future work
    Scalability tired to company lifecycle stage, revenue, and growthScalability adapts to current needs and can be scaled up and down
    Ideal for larger companies with complex, ongoing experiments and new product/site launchesIdeal for smaller companies or those with focused, limited needs
    High risk especially as the importance of the work grows due to greater impact on the organizationLower risk where fractional CS does not define company-wide culture and can have the engagement changed or ended

    Let’s dive into each of these and explore what a fractional content strategist does for performance-focused organizations.

    What a Fractional Content Strategist Does

    A fractional content strategist provides the same comprehensive services as a full-time content strategist but on a more flexible and cost-effective basis. This approach focuses on delivering high-impact results and maximizing ROI for organizations with limited resources. Key areas of expertise include:

    1. Information Architecture and Content Models: Develop clear, intuitive, and scalable information architectures, taxonomies, and content models to ensure content is organized, discoverable, and maintainable across various channels and platforms.
    2. User Research and Analytics: Conduct user research and analyze data to understand target audiences, identify areas for improvement, and inform content strategy decisions.
    3. Cross-Channel Content Strategy: Develop comprehensive content strategies that span multiple channels, ensuring consistency and alignment to deliver a seamless user experience.
    4. User Journey Mapping and Personas: Create user journey maps and personas to visualize user paths and represent different user segments, ensuring content meets their unique needs and preferences.
    5. Stakeholder Collaboration and Presentations: Collaborate with cross-functional teams and present content strategy recommendations and deliverables to stakeholders, ensuring alignment and successful implementation.
    6. Content Audits and Migration Planning: Conduct content audits and ROT analyses to identify content that needs updating, consolidating, or removing, and plan content migrations to new platforms or content management systems.
    7. Strategic Guidance and Optimization: Provide ongoing strategic guidance and optimization recommendations to improve content performance, user experience, and overall effectiveness.

    By engaging a fractional content strategist, organizations can access specialized expertise and strategic guidance without the long-term commitment and overhead of a full-time hire. This approach allows companies to focus their resources on high-impact initiatives that drive business results and improve the user experience.

    Benefits of Hiring a Fractional Content Strategist

    The main benefits of using a fractional content strategist vs a traditional full-time hire typically fall into three categories:

    1. Cost Efficiency: Comparing costs of fractional vs. full-time hire.
    2. Flexibility: How fractional hires can adapt to varying project needs and timelines.
    3. Expertise: Access to seasoned professionals who bring diverse experiences from various industries.
    4. Scalability: Ease of scaling up or down based on company needs without the commitment to a full-time salary.

    When to Consider Hiring a Fractional Content Strategist

    So is a content strategist right for you? It depends. Here are some indicators your company might need a content strategist on a fractional basis.

    Agency subcontracting

    Whether you’re a small agency trying to land a new project and need additional skills, or you’re a big agency that needs a few more helping hands, a fractional content strategist can fill in the gaps.

    1. Managing Overflow: When your current team is overwhelmed with projects, a fractional content strategist can handle excess work without the long-term commitment.
    2. Specialized Expertise: They bring specialized knowledge and fresh perspectives that might be missing in-house or in a generalist agency setup.
    3. Cost Efficiency: Opt for a fractional hire to strategically manage costs while still obtaining high-quality strategic input for key projects.

    Website redesign

    A fractional content strategist ensures that your new site serves each of your user segments and that your new content templates are well-documented for designers and developers.

    1. Strategic Direction: A content strategist ensures that your new site meets business goals, focusing on user experience and journey optimization.
    2. Content Alignment: They can audit existing content and strategize new content that aligns with your brand and redesign goals.
    3. SEO and User Engagement: Expertise in balancing SEO best practices with engaging, valuable content to boost traffic and retain visitors.

    Launching a new product

    Leverage the expertise of a fractional content strategist to ensure your new digital product reaches the right audience and delivers an exceptional experience.

    1. Messaging and Positioning: Develop clear and impactful messaging that resonates with your target audience.
    2. Cross-Channel Strategy: Plan and execute a coherent content strategy across all platforms to maximize reach and impact.
    3. Launch Content Creation: Coordinate the creation of all content needed for the launch, from landing pages to promotional materials and social media posts.

    Optimizing your customer onboarding

    One of the most overlooked areas of conversion rate optimization, ensuring your pre-sales, onboarding, and retention content delivers a data-driven experience can dramatically improve revenue.

    1. Engagement Strategies: Create content strategies that increase customer engagement and satisfaction, directly impacting retention rates.
    2. Feedback Loop Integration: Use content to gather customer feedback and implement changes that improve the user experience and product offering.
    3. Educational Content: Develop tutorials, guides, and FAQs that help customers derive maximum value from your product, reducing frustration and churn.

    Migrating a CMS

    Ensure your content is properly mapped and optimized for your new CMS, as well as prepared for future content scalability and sustainability.

    1. Content Auditing: Oversee the audit of current content to determine what to keep, revise, or discard during the CMS migration.
    2. Structure and Scalability: Plan the content architecture for the new CMS to improve scalability and manageability.
    3. Seamless Transition: Ensure that content migration is smooth, with minimal impact on SEO and user experience, while maintaining link integrity and metadata consistency.

    When to Consider a Full-Time Hire Instead

    While working with a fractional content strategist can be a great fit for your project, there are times when a traditional hire makes more sense. Here are a few of those times:

    • Your contract requires a full-time commitment from every team member (such as in the case of some government contracts).
    • Your organization has a large, complex content ecosystem that requires ongoing management and optimization. A full-time content strategist can provide the dedicated attention needed to keep your content strategy aligned with your business goals.
    • You have a rapidly growing business with frequent product launches or updates. An in-house content strategist can ensure that your content strategy scales alongside your business, maintaining consistency and quality across all touchpoints.
    • You have a large, diverse team of content creators and need someone to provide ongoing guidance, training, and quality assurance. An in-house content strategist can establish and maintain content standards, ensuring that all team members are aligned and producing high-quality work.

    It’s important to note that these situations don’t automatically rule out the possibility of working with a fractional content strategist. Depending on the scope and duration of your needs, a fractional content strategist may still be a viable option. However, if you find that your content strategy needs are ongoing, complex, and deeply intertwined with your business operations, a full-time hire may be the better choice in the long run.

    Notice I didn’t mention anything about security. Any organization with decent cybersecurity will have policies and procedures in place to keep sensitive data safe. An experienced content strategist will follow those procedures and policies. (At Common People, we try to stay away from having any client data in our hands if we can avoid it. We prefer to store everything on secure servers owned by the client if possible.)

    How to Work Effectively with a Fractional Content Strategist

    Working effectively with a fractional content strategist means leveraging their expertise and flexibility to seamlessly integrate them into your existing workflows. Here’s how you can ensure a fruitful collaboration:

    • Clear Goals and Objectives: Define clear goals and objectives for the engagement from the outset. This clarity helps the strategist understand their role and the impact they’re expected to deliver, aligning their efforts with your business needs.
    • Adaptability with Tools: Whether your team uses Agile, Jira, or simpler tools like Asana, a fractional content strategist can adeptly navigate these. They’re also comfortable with various communication tools like Slack or Teams, ensuring smooth collaboration.
    • Regular Communication: Establish a routine for regular updates and feedback sessions using your preferred communication methods. This keeps the collaboration on track and responsive to evolving project requirements.
    • Leverage Remote Work Flexibility: Utilize the advantages of remote work to integrate the strategist with distributed teams. Digital tools for project management and real-time communication can help maintain alignment and productivity across different locations.

    Interested in Learning More?

    Working with a fractional content strategist can offer your team a range of benefits. From the ability to seamlessly integrate with your existing tech stack, to the flexibility in adapting how your engage with your own stakeholders, the specialized expertise a fractional content strategist brings can make your next project more efficient and organized. And having someone with an external perspective can give your team fresh insights, helping innovate and refine your own work with their experience working with teams like yours.

    This type of fractional content strategy engagement is our speciality at Common People. We’ve worked with teams around the world to provide the specific, highly specialized skills we bring as fractional content strategists. If you want to learn more, don’t hesitate to reach out and schedule a free consult. We’ll discuss your project needs, goals, and concerns to ensure we’re the right fit to unlock the full potential of your content initiatives. Let’s connect and discuss how an expert content strategist could be the right fit for your goals and budget.