The origin of the role of content strategists is the separation of content and publications that became crucial through digitization (see e.g. https://dl.acm.org/doi/10.1145/2987592.2987631). That doesn’t mean that strategy cannot be developed bottom-up, but strategy must not be confused with tactics.
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.— Devin Asaro (@copydev) January 27, 2021