Jeremy Baldwin, company director at Bright Blue Day, a full-service design and marketing agency in Dorset, UK, argues that we should stop talking about content strategy as if it only applies to the web design professional. The impact of content and user experience go far wider and should be at the heart of everyday marketing practice.
“We see that content strategy goes beyond just the preserve of the digital specialist. We need to call on the insight into consumer behaviour brought by the ‘traditional’ planner; the detailed understanding of connection and effect, through data; the appreciation of consumer mental models and demands through search; and the subtleties of the social specialist to build a framework for interaction.”