This post was anonymously written as part of Blog Secret Santa. There's a list of all Secret Santa posts, including one written by Pamela Drouin, on Santa's list of 2014 gift posts.
My (very large) extended family has a story about John the Imposter. You see, at one point, there was a patriarch named John. Things get complicated, and a few generations later, we end up with two Johns. We'll call them John A and John B, but in the family, they are known as John the Third and John the Imposter.
For half the family, John A is John the Imposter. For the other half, John B is John the Imposter.
I wonder how either John felt–raised in the loving bosom of his immediate family as John the Third, only to find out a family reunion that his cousins call him John the Imposter.
Content strategy has a similar problem. We are busy identifying ourselves as The Real Content Strategists(™) and others as Content Strategist Imposters.
Web content strategists pick on enterprise content strategists who pick on "oh, they're just glorified copy writers" and of course all content strategists agree that content marketing is Right Out.
People. Get a grip.
All of us, in all flavors of content strategy (AND content marketing), fit into a tiny business niche. So what do we do? Do we unite in an effort to raise our profile and the overall visibility of professional content efforts? Of course not. We spend our time trying to slap an imposter label on our cousins.
So, for 2015, I have a call to action for you as a member of the content strategy community.
Resist the temptation to identify "things I don't do in my content strategy work" as Content Strategy the Imposter.
You don't have to take on projects that are wrong for you. Just don't label them as imposters.
We are, all of us, engaged in the important work of making content more relevant to business. Some of us do this with editorial calendars and governance. Others are focused on business processes. Some worry about global issues. Other work on sites for local businesses. SEO is a priority for some but not others.
Instead of trying to exclude the imposters, focus on making your work awesome. There's plenty of room for all of us in the big tent of content strategy–and I don't know about you, but a circus seems like an better metaphor for my job than an exclusive club.
Image credit: https://flic.kr/p/5Q6yUY