Until recently, not many people held the title of content strategist. Even now, a job search for “content strategist” on LinkedIn, SEEK, Monster or any other job site is likely to turn up few results. But as more and more companies are recognising the value – and importance – of content to their marketing and branding efforts, these companies and content marketing agencies are finding that a content strategist is exactly what they need. So if you can’t find them under that moniker – it is a relatively new industry and quirky title, after all – just how do you go about finding a content strategist? What do you search for? Turns out, a little bit of everything. Like many modern-day professions, the content strategist wears many hats and draws on a spectrum of skills. Editorial and storytelling skills, diplomacy, number crunching, critical analysis and more… find the right combination of skills within these existing – and more familiar – roles and you just may find your content strategist. Our content strategy team has taken inspiration from existing jobs to define the essential qualities of a content strategist and create this handy SlideShare guide to help in your search. Enjoy!

1. ESSENTIAL QUALITIES OF
A CONTENT STRATEGIST

2. Think you know what it
takes to be a successful
content strategist?
Think again.

3. Whether you're looking to hire a content strategist for
your brand or you've got your eyes set on a content
strategist position, there are a number of qualities you
need to keep in mind when defining this role.
Our content strategy team has taken inspiration from
existing jobs to define the many characteristics and
skills of a successful content strategist.
Here’s who to look for...

4. A detective who never lets anything
slip under their radar
Understands an editorial brief and when a piece of
content meets – or misses – it.
Looks at every piece of content for accuracy,
consistency, structure, flow, style and grammatical
perfection.
Possesses exceptional attention to detail.

5. A raconteur with a skill for narrative
Knows and understands the audience and accordingly
adjusts the story for that audience.
Touches or relates to the audience in some way.
Engages said audience with compelling content, from
drawing people in with good headlines and intros to
presenting good pacing, structure and substance to
finishing with a payoff of key takeaways or CTAs.

6. A curator with the ability to pick out
the best from a vast sea of material
Serves as content custodian.
Finds, gathers, presents and
contextualises digital content
on a given topic to an online
audience through social media,
blog posts, feature articles, e-
books and more (for more, see
our guide to content curation).

7. An investor who knows where to place
the budget for the best ROI
Creates a lead funnel for every
project.
Ensures every piece of content
has a CTA.
Knows what content will deliver
the most ROI as far as traffic,
brand awareness and leads are
concerned.

8. An archer who is skilled at hitting
business targets
Understands the targets (both
business and marketing goals).
Recognises the crucial value of and
implements systems for forward
planning.
Meets deadlines with unwavering
precision (and recruits a team of
fellow sharpshooters with their own
track records for hitting the
bullseye).

9. A data analyst with the
ability to give data a soul
Looks at key performance indicators (KPIs) and metrics,
such as site visits, shares, likes and conversions, and
translates them into usable and valuable insights.
Analyses these insights to determine what you’re doing
right (and what you’re not) and uses these determinations
to drive decision making and change (for example,
tweaks to your content calendar or even to your overall
content strategy).
Likewise, examines what your
competitors are doing (again, both
right and wrong) and uncovers
potential opportunities there.

10. A firefighter who can put out any fire
that may flare up during projects
Anticipates and identifies potential
pitfalls/problems and always has a
contingency plan.
Comes armed with solutions, not
more problems.
Always puts the best interests of
the community first – both the
clients and the audience.

11. A diplomat who can keep both
clients and creatives happy
Negotiates and works closely with clients on content
areas (topic generation), social media approaches,
obstacles and any unforeseen circumstances.
Serves as an additional brand ambassador for the client,
promoting the client and further strengthening the
relationship between client and audience.
Exercises skill in managing change, from seemingly small
content changes to big strategy shifts.
Artfully manages client expectations and alleviates any
concerns – and always with a smile!

12. A news presenter who can convey
information with knowledge and
credibility
Presents proposals, pitches and
recommendations with flair, instilling
confidence and inspiring action.
Can read the mood of a boardroom
and speak the client’s language.
Communicates information in a
timely and accurate manner,
speaking directly to the audience.

13. A chef who works well under pressure
and can manage a diverse team
Thrives in a dynamic and fast-paced
environment.
Creates processes and procedures
to streamline projects.
Can get the best out of their editorial
team to achieve results.

14. A marathon runner who can go the distance
Favours long-term strategy over
short-term campaigns.
Looks for opportunities to refine a
strategy and content approach.
Has an always-on approach to
content marketing.

15. PUT THEM ALL
TOGETHER AND WHAT
DO YOU GET?

16. A savvy marketer.
An inspirational storyteller.
A valuable part of any organisation.
A content strategist.

17. This slideshare has been proudly presented by...
www.kingcontent.com.au @King_Content