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How to Become a Content Strategist: Australian Careers in Marketing

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What is a Content Strategist?

What will I do?

What skills do I need?

Resources

What is a Content Strategist?

A Content Strategist shapes how an organisation talks to its audience. They plan, build, and manage content across all channels to support business goals.

Day to day, Content Strategists research audience needs, write content briefs, and work with designers and marketers. They run content audits to see what is working and what needs to change. They also manage metadata to boost search visibility.

Analytics tools are central to the role. Content Strategists use data to track performance and make informed changes to keep content fresh and relevant. They also keep brand tone and style consistent across all platforms.

This career suits those who love storytelling and enjoy working with others. As digital content grows in importance, demand for skilled Content Strategists continues to rise across Australia.

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Career snapshots For Content Strategists

Content Strategists work within the advertising and marketing professionals group (ANZSCO 2251). In Australia, there are more than 103,000 professionals in this group (Jobs and Skills Australia, 2024). About 3,000 new positions open each year, with consistent growth driven by digital transformation.

The median age in this field is 36, and 82% work full-time, averaging 42 hours per week. Median full-time weekly earnings for the group are $1,957 (Jobs and Skills Australia, 2024). For Content Strategists specifically, SEEK reports a typical salary of $85,000 a year (SEEK, June 2026).

Future demand is rated as strong by the Australian Government’s YourCareer portal (2024). The growth of digital content across all industries is driving more organisations to build in-house content teams. This supports a positive outlook for Content Strategists over the next five years.

What will I do?

A Content Strategist shapes the voice and direction of an organisation’s content. They build content plans that match business goals and speak to the right audience.

  • Create content plans and briefs for each target audience.
  • Follow tone, style, and writing guidelines across all channels.
  • Ensure content is consistent across websites, social media, and email.
  • Manage SEO and metadata to boost content visibility.
  • Work with designers and marketers to build content campaigns.
  • Research audiences to inform content choices and strategy.
  • Track content results using analytics tools and refine the approach.
  • Monitor industry trends and apply new best practices.

What skills do I need?

A Content Strategist needs a mix of creative and analytical skills. Strong writing and editing sit at the core of the role. A solid grasp of SEO and content management systems is also essential.

Data skills matter too. Content Strategists use analytics tools to track performance and make informed changes. They work closely with design, marketing, and product teams, so clear communication is key.

Strategic thinking ties it all together. A good Content Strategist links content goals to business outcomes. They also stay on top of trends in digital marketing to keep their strategies fresh.

Skills/attributes

  • Strong writing and editing skills
  • Knowledge of SEO best practices
  • Familiarity with content management systems
  • Ability to analyse data and performance metrics
  • Project management skills
  • Creative thinking and problem-solving
  • Clear communication and collaboration
  • Understanding of brand voice and tone
  • Ability to adapt content for different audiences
  • Strategic planning and organisational skills
  • Attention to detail
  • Knowledge of digital marketing principles
  • Ability to work under pressure and meet deadlines
  • Research skills and awareness of industry trends

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About the author

Laura Atkinson

Laura Atkinson

Laura Atkinson is an Account Management and SEM specialist at Course Finder Group with six years' experience in the Australian education sector. She works day to day with universities, TAFEs and independent training providers, which gives her a close view of how courses map to real career outcomes. She writes practical guidance on career pathways, choosing the right qualification and what to expect when moving into a new field.