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Content strategist requirements

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4-year college degree in a relevant field required, Masters degree preferred.

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 5–  7 years of experience in an information architecture role, with  2–  3 years working 

on complex websites.

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 2–  3 years of experience being directly responsible for content strategy on a 

dynamic, complex or  ever-  evolving website.

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Chapter 12  Digital business service implementation and optimisation

To help implement a content strategy requires a change of mindset for many companies 

(Pulizzi, 2010). They need to think more like a publisher and so invest in quality content 

that’s superior to that of their competitors. This requires:

Quality, compelling content – content is still king!

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Quality writers to create quality content who may be internal staff or external freelance 

writers.

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An editorial calendar and appropriate process to schedule and deliver the content.

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Investment in software tools to facilitate the process.

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Investment in customer research to determine the content their different audiences will 

engage with.

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Careful tracking of which content engages and is effective for SEO and which doesn’t.

Pulizzi and Barrett (2010) recommend creating a content marketing roadmap which is 

underpinned by the BEST principles. BEST stands for:

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Behavioural. Does everything you communicate with customers have a purpose? What do 

you want them to do as a result of interacting with content?

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Experience with web content management systems, component content manage-

ment systems (DITA or otherwise) and authoring systems (XML or other).

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Strong strategic, analytical skills with a solid ability to articulate information require-

ments clearly.

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A creative and collaborative approach that elevates the creative and communica-

tion opportunities – rather than straight analysis.

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Expertise in content strategy – including strong experience in SEO and keyword 

analysis as well as planning flexible approaches to keep content accurate and fresh.

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Accomplishments in the effective use of syndication (in and out) and  user-  generated 

content as well as working collaboratively with writers and designers.

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The ability to be measured by hard metrics – views, time on-site, consumer  

feedback – as well as soft metrics – support of the brand vision and architecture, 

consumer perception.

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Demonstrated ability to visualise and communicate complex information using 

Microsoft Visio or similar software.

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Deep experience with all levels of UX strategy and testing – but the ability to act 

quickly on consumer insights and best practices.

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Solid work ethic, ability to perform under pressure, meet deadlines, prioritise and 

deliver multiple tasks on time.

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Willing to learn and contribute to a strong team environment.

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Enthusiastic about the products and the possibilities of Logitech.