Meeting other content strategists at events or via other teams is refreshing. A moment to look beyond my specific day-to-day role and work environment and see what other content strategists are thinking and doing.

They are conversations to inspire, to reflect, and to feel connected. Unfortunately that doesn’t happen as much as I’d like. I don’t think I’m alone in that feeling.

Aside from some content-related conferences, and some local groups, it does feel like there is a lack of off-line community get-togethers in which content strategists can bounce around ideas and self-reflect on their skills, process, and careers.

That’s why I liked checking out this survey of content strategists from Qordoba.

The content strategy survey says…

In this survey of content strategists, I found some interesting stats that helped me see a bigger picture of my fellow content strategists and the industry level. Particularly the feelings and frustrations that content strategists experience. Issues that their peers, and other disciplines, might want to note.

• 47% of content strategists also handle digital marketing content.
• 39% of marketing content strategists also handle internal documentation.
• 66% of content strategists surveyed feel content strategists are involved too late in the process.
• 58% feel their organization’s content function is too siloed.
• 55% of agency-based content strategists feel they lack sufficient budget for the project they are assigned to.

Go to the document for more insights and to make sure I’m not cherry-picking stats.

My reactions to his survey on content strategists.

First, a disclaimer (your reactions may vary). With that said, I do think the stats that I highlighted from the survey reflect the functions and frustration of content strategists (especially those handing content structuring, information flow, and strategy). Specifically they aren’t as valued as part of the development process as they’d like.

I can tell you it is the one thing I’ve learned to ask about and look for when evaluating the possibility of working with a company or firm. If I don’t, I know it will be the reason why I prematurely leave.

While I believe a content strategist’s involvement around product design is generally more integrated into the overall strategy and work process, many people I’ve spoken to still feel their organization views a content strategy professional as just content drop shippers. Where a design professional makes a hole in the layout or flow. A blank space in which to simply plop content.

This approach usually results in a content strategist or content team being brought to the project at the end. Usually, a point where the project has almost no time and money left for content.

A situation that often makes the real content strategy, 1) just writing and 2) “just get it done by Tuesday.”

I don’t think it is incoming to find content process becomes a sort of triage that simply cleans up what was already created. No optimization of content to ensure it is truly useful. So even assuming the UX experience is good, the digital experience becomes a beautiful, delightful way to deliver meh information. Kinda like Star Wars: The Phantom Menace movie.

What? Too soon on Star Wars and Jar-Jar Binks?

On the other hand. I do think a change is happening.

From some colleagues and my personal experiences, I do see the perception of the value of structured optimized content is evolving among clients, agencies, and marketing firms.

I’ve had experiences with cross-team peers who do value content strategy in the process. Meanwhile, more and more companies are seeking to hire content strategists who have the skills to focus on areas like structure and governance. I was recently contacted by an agency about a position. They expressed the frustration that they are having in finding content strategists with content skills beyond content generation and microcopy.

Again, I got the statistics from Qordbas’ The State of Content Strategy. They did the heavy lifting for the info, I want to make sure they get credit.

From films to sports figures to occupations, people like to see others like ourselves in those roles. They are experiences that serve as a mirror in which we see and understand ourselves. And, content strategists, from what we see in this survey, it’s clear we are not alone.