Welcome to the Social Tribe blog! We’re so excited to finally launch our new website and blog, driving us to develop our own voice and online presence in addition to that of our clients. This has presented me with an unexpected challenge: I’ve found that it’s much harder to blog for myself than as a ghostwriter for a client! Moreover, I’ve tasked myself with the delightful undertaking of articulating my role as a content strategist.
How many of us who work in content strategy and/or social media dread family gatherings because of that ubiquitous question: “What is it that you actually do, dear?” It can be pretty difficult to verbalize, especially if your audience still can’t operate the remote control properly.
Explaining your role and work can be difficult even when you’re chatting with web-savvy folks. Since content strategy is still a new field (for the most part), a lot of functions have been lumped under the same overarching category, creating a relative amount of confusion over what the title really means. Content strategists come in a variety of flavors, from those specializing in user experience design or user interface, content marketers, web writers, editorial strategists, and any combination of the aforementioned.
When it comes to the work I do at Social Tribe, I collaborate with clients to refine core messaging and create relevant content that enhances those concepts. That content comes in the form of written blogs, web copy, and developing concepts for multimedia. I team up with Patrick, our Social Media Strategist, to disseminate that content to like-minded audiences who care about our clients and the work they do. My strengths lay squarely in writing, creative strategy, and developing partnerships to augment content impact.
Content strategy is still an emerging field, and I’m excited that it’s starting to gain traction. Kristina Halvorson, the mother of content strategy, recently pointed out an encouraging statistic on the Brain Traffic blog: “Between January 1, 1995 and December 31, 2008 (14 years), there was a sum total of 263,000 mentions of the phrase “content strategy.” Since January 1, 2009 (about 1.5 years), there have been 1.66 million.”
These figures speak to the fact that as online engagement continues to evolve, participants are increasingly tuned in to the fact that it’s not sufficient to blast content out willy-nilly. Content has to be original, engaging, have a personality, and it needs to be put in front of the right audiences. In other words, quality and thoughtfulness over quantity.
The potential for creativity is enormous, and it’s only going to get better! Hope you join me and the Social Tribe team as we stumble expertly navigate our way through the social landscape.