Does strategy necessarily need to be a separate role? Can a content design team not act strategically without a top-down framework? There's also a role for content design leadership or systems-focused content designers in setting broader strategy.
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I’ve explained it this way: Content strategy is, well, strategic. Content design is tactical.
That's how we're set up at Shopify, with global strategy divided up between content design leadership and senior practitioners, w/ systems-focused content designers working on design systems and standards.
Tactical design isn't really...design, is it? We don't make the distinction between strategy and design in other UX disciplines.
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I'll concede you have a point, but at the same time I've seen "design strategist" roles. At some point, all design has to get tactical or nothing gets done. Visually, someone has to push pixels; content-wise, someone has to write the "Cancel" button.
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But at some point, maybe it shifts from a roles debate to a job titles debate, which is an exercise in futility.
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The distinction
@karenmcgrane and@beep and I have used when discussing it boils down to: "Content Strategy" is primarily concerned with the systems that enable and guide the tactical efforts; "Content Design" is the creation of discrete content artifacts to realize the strategy -
Yes - love this!
End of conversation
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