Will content strategy make itself obsolete?

Summary: As content strategy becomes more widely adopted it may no longer be recognised as a distinct role and discipline.

Towards the end of Confab London 2013 it struck me how much of content strategy methodology could be summed up as common sense and good planning.

I don’t mean for a second to diminish the importance of content strategy. I use it every day in my work and consider it a framework for any kind of content creation. And really, that’s the point. Content strategy should be embedded throughout the content creation process.

In future, will content strategy just be thought of as ‘how content gets made’?

Maybe the only reason content strategy exists as a job role and a discipline is because so many organisations are so bad at creating and managing content in a measured, sustainable way. Maybe that won’t always be the case.

Will we need content strategists if the time comes when content strategy methods are generally acknowledged as the best way to create content?

Or rather: if everyone in the content workflow understands and follows these methods, will there be a need for a content strategist who advises them and their leaders?

Clearly, every organisation has leaders who set direction and help put practices in place that help meet organisational goals. Perhaps in future an editor-in-chief will be responsible for setting strategy and ensuring everyone works towards it, using what we call content strategy as the framework and methodology. Isn’t that the goal?

In this vision of the future, the success of today’s content strategists will be measured by their obsolescence. If we reach a point where content strategy is no longer its own discipline with its own practitioners, maybe that’s a sign that we’ve made it and the message has got through.

Disclaimer: I’m not sure if I totally buy my own argument, but I think it’s interesting and I’d love to hear what you think about this idea in the comments or on Twitter (I’m @contentscotland).

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