Every time I look for freelance content strategists, it becomes more and more evident that no one is sure what content strategy is, and there is, nor will there ever be, no shared definition.

Maybe my definitions of content strategy is narrow? But idk. I'd say the majority of content strategy freelancers I meet are what I would consider copywriters. The rest are what I would refer to as social media managers. It doesn't mean they can't do content strategy work though.

I have so many definitions of content strategy. Here's one. A content strategist should have a basic understanding of the entire digital system they're supporting, and know exactly when and where to place and augment assets in that system to achieve a specific goal.

Content is just one piece of the job—writing, copy, social media, assets etc. But there's a reason "strategist" is in the title. This indicates an understanding of systems thinking, and how the entire system lives or dies by how it's constructed and maintained.

Most content strategists I've met don't lean into the strategy piece of the role. So for people getting into this practice who want to improve, my biggest advice is: start caring and reading about systems.

And content strategy will differ at every organization! I have friends who are content strategists at Google who wouldn't begin to know where to start on the work I do every day, and vice versa.