The platform, the voice system, the content model, the governance structure—none of it is the point. The experience a person actually inhabits and remembers is the only reason any of it is worth building.
CMOs are told their AI problem is really an operating model problem. Content strategists have argued this for twenty years. AI didn't create the gap between governance and accountability—it just made ignoring it expensive.
Most content strategy fails not because the analysis was wrong. It fails because no one in the room could hear what the content was actually saying.
The content field has been naming and renaming itself for two decades. Content strategist, content designer, UX writer, content marketer. Different titles, overlapping work, growing confusion. Here's what the proliferation cost, and what coherence would actually look like.
Content strategists, content designers, UX writers, content marketers—same forest, different animals. A field guide to content for executives who keep getting lost.
A content model isn't a CMS configuration or a spreadsheet of content types. It's the architecture that determines whether your content platform scales or fragments. Here's what that means in practice.
Most organizations hit an inflection point where content stops being a production problem and starts being a leadership problem. Here's what a fractional content leader does—and whether you need one.
Most organizations budget content as a marketing expense. That's the misclassification. Content isn't a campaign deliverable—it's a platform.
A brief history of content strategy as I lived it from the beginning.
With the quarantine, users began to look to bring those richer...
