What should you know about working as a content strategist in a large corporation?

3 learnings that saved me from failing as a content strategist in a large corporation: 1. Not everyone is going to like your ideas and that is completely okay. 2. Don't be afraid of experimenting. The best campaigns come into play from 'out of the box' thinking. 3. Don't falter over small mistakes. Always have the bigger picture in mind and work accordingly. Which is your favourite out of the 3?

Being a content strategist in a big firm has its perks. You get to work on significant projects and be part of a large team. The firm's resources and reach are extensive, allowing for impactful content strategies. However, there are challenges. Things move slowly in big firms, which can test your patience. Coordinating with different teams might get complicated, making collaboration a bit tricky. Maintaining a consistent brand look across various channels can be challenging. Dealing with tech tools, while beneficial, can also be overwhelming. Trends change rapidly, so you need to stay updated. Being flexible is vital, but it can be tough to adapt quickly. It's a bit like managing a circus – exciting but with its share of unexpected twists.

Get to know people on other teams and in different departments. Build relationships with folks who can help you more thoroughly understand customer/client perspectives and the challenges of doing business in your field. In large organizations, particularly ones that don’t have centralized content teams, there’s often more red tape and approvals involved. Having trustworthy relationships with people outside your team will help you avoid echo chambers and support when you need to navigate internal bureaucracy that usually exists at the enterprise level.

At a big company like Microsoft, so many people even the ones outside of comms are developing great content. Time, resources, energy get poured into this work that often only gets used for a single purpose. Go to the source and find ways to build upon this work. It typically takes an audience 7-10 times to see a piece of content and actually convert. Think about how to can rinse and repeat content cross-functionally to save time and strengthen the touch points to achieve your conversion goals.

Working closely with cross-functional teams like; marketing, PR, and design, plays a significant role in ensuring that the content strategy aligns with the company's overall goals. It is important to learn how to foster open communication channels and listen to their opinions; this will create a unified front. Successful collaboration is integral for a content strategist working in a large company.

In addition to the essential practices mentioned, a valuable tip for content strategists is to create a comprehensive content map. Delve into the intricacies of content placement, audience segmentation, and user experience. Instead of viewing content as a singular entity, consider each element as a unique contributor with something meaningful to offer various users. To ensure scalability, it's crucial to recognize that content is not a monolithic picture but a collection of elements, each serving a specific purpose for someone in your diverse audience.

In the realm of content strategy, and having worked as a Content Strategist across three European countries, creating and managing content needs a fusion of creativity and data-driven approaches. Understanding audience preferences, utilizing varied content formats, and embracing technological advancements are fundamental. Collaboration across departments, adaptability to market changes, and a focus on analytics are integral strategies. Staying innovative and flexible in content creation remains paramount for driving impactful narratives within the corporate landscape, irrespective of one's age or background.

I find there are three major differences between a content strategist at a large corporation than a small one. 1. Reporting and monitoring need to be done more often and in more detail because of the greater volume of activity. 2. Approvals often come faster, which is counterintuitive but true because large companies have division of labor among the approvers (i.e., smaller companies have the same circle of approvers for EVERYTHING which creates a chokepoint in the system). 3. Content audits typically can't be done by hand. Those are the three things that are most consistently different.

Think of a content strategist as a chef. In a large corp, it's like cooking in a Michelin-star restaurant where every dish must be perfect; mistakes are costly. In smaller firms, it's more like a quirky bistro where you can experiment and learn. Start your career in these smaller kitchens to develop your unique style and master the basics. Then, move to the big leagues with a rich portfolio of skills. This approach helps you grow and adapt without the high-stakes pressure of large corporations. Bon appétit to your content strategy journey!