Content Strategist

Siapa Content Strategist?

Content Strategist bertanggung jawab pada strategi konten end-to-end — bukan nulis artikel (itu content writer), tapi plan, coordinate, measure.

Mereka merumuskan: "Konten apa yang kita bikin, untuk audience siapa, tujuan bisnis apa, kanal mana, cadence berapa sering, dan siapa yang eksekusi."

Tugas Utama

• Audience research & persona development
• Content audit (apa yang sudah ada, apa gap)
• Editorial calendar (3-12 bulan ke depan)
• Topic cluster & pillar page planning (SEO)
• Brief kreatif untuk writer, designer, video team
• Content governance (brand voice, style guide)
• Distribution strategy (owned, earned, paid)
• Measurement framework (KPI per tipe konten)
• Collaborate dengan SEO, PR, social media

Tipe Strategy yang Ditangani

1. SEO content (blog)

• Topic cluster berbasis keyword research
• Pillar page + supporting articles
• Internal linking strategy

2. Thought leadership

• LinkedIn posts dari founder / C-level
• Guest article di publikasi

3. Lead nurture

• Ebook, webinar, email drip

4. Social media

• Platform-specific content
• Evergreen vs newsworthy

5. Product content

• In-app content, knowledge base, docs
• Onboarding tutorials

Skill yang Dibutuhkan

Hard Skill

• SEO fundamentals (keyword research, on-page)
• Analytics (GA4, content performance tracking)
• CMS (WordPress, Webflow, HubSpot)
• Project management (Notion, Asana, Airtable)
• Basic design sense (Canva, Figma)

Soft Skill

• Strategic thinking (top-down, tujuan → taktik)
• Editorial judgment
• Stakeholder management
• Writing (meski bukan daily writer, harus bisa nulis brief jelas)

Range Gaji di Indonesia (2026)

MNC dan company besar dengan content team besar biasanya butuh dedicated strategist. Di startup, kadang digabung dengan Content Marketing Manager.

Karir Path

Content Writer → Senior Writer → Content Strategist → Content Manager → Head of Content → CMO

Tips Masuk

1. Build content portfolio sendiri

• Blog personal dengan topic cluster jelas
• Audit public competitor, kasih recommendation
• Tulis case study "how I built X"

2. Pelajari framework content strategy

• Hub-and-spoke (Animalz)
• Skyscraper technique (Backlinko)
• Topic cluster (HubSpot)
• 10x content (Rand Fishkin)

3. Sertifikasi

• HubSpot Content Marketing Certification (gratis)
• Google Analytics 4 Certification (gratis)
• SEMrush Academy (gratis)

4. Study portfolio established

• hubspot.com/blog
• ahrefs.com/blog
• zapier.com/blog Analyze: kenapa artikel tertentu rank, struktur internal link, format mereka