Rebecca Steurer

 
PHOTO COURTESY OF REBECCA STEURER

PHOTO COURTESY OF REBECCA STEURER

 

Associate Director, Content Strategy, Rightpoint, Chicago, Illinois

"Less is more. Content strategists have a reputation of producing a ton of spreadsheets and details about content needs."

rightpoint.com

contentrs.com

Describe a typical workday:

My days are filled with meetings about potential new business that needs to be scoped and planned, meetings with colleagues about current projects, and staying connected with clients to make sure they are receiving the work they expect. 

What are 3 resources you keep up with information about content strategy? 

Content Marketing Institute

Contently

Hubspot

What is the best content strategy advice you’ve ever gotten?

Less is more. Content strategists have a reputation of producing a ton of spreadsheets and details about content needs. It’s best to keep your assessment simple and concise. Try not to overwhelm your client. 

Don’t just read about content strategy, read about UX and visual design, too so you understand the language your team is using.

Rebecca, you've worked for agency clients, been an independent consultant and also teach content strategy. Is there an area of the field that appeals to you most, and if so, why?

For all three that you mentioned, teaching is the key area that appeals to me most. Whether I’m teaching my clients, colleagues, or future content strategists, it is rewarding to know that I can share my experience and knowledge with others who can expand their knowledge, and hopefully develop new best practices in the field of content strategy.

What do you wish most clients understood about content strategy?

That they need to start with understanding what content they have and what they want to have before they start designing a new site.

How do you see content strategy evolving or changing in the next few years?

More companies are going to need customized content to support their products or services. That means they’ll need content strategists and copywriters to help with planning and writing their content.

What would you advise someone who wants to get into this field?

• Read as much as you can about best practices, new practices and of course, whatever Google is doing

• Don’t just read about content strategy, read about UX and visual design, too so you understand the language your team is using

• Pick a specialization in content strategy, for example, taxonomy, message strategy, content development

• Be a part of a large content migration process to understand the type of information you’ll need to think about at the beginning of a project