Let me start with a confession: I didn’t grow up dreaming of being a content strategist.
Like most people in this field, I stumbled into it.
I loved storytelling. I loved design. I loved helping people understand complex things in simple ways. But it wasn’t until I started working on social media for a beauty studio that I realized: I wasn’t just “posting.” I was shaping a message. Building trust. Creating a user experience.
That realization led me to ask: Who decides what goes where? Who makes the content feel clear, human, and consistent across platforms?
The answer was: the content strategist.
So I applied for a Content Strategy Master’s degree at the University of Applied Sciences in Graz, Austria . Here’s why, and what the experience has taught me so far:
💡 1. It’s the Sweet Spot Between Structure & Story
I’ve always been a mix of creative and analytical and content strategy feeds both sides.
- It’s about design systems and editorial guidelines, but it’s also about the voice and the vibe.
- It’s analytics, but also empathy.
- It’s content calendars, but also who are we talking to and why?
In our courses, we break down websites like IKEA or government portals, reworking confusing structures into something intuitive and user-first. And yes, sometimes that means rewriting a boring headline 12 different ways, because words do matter.
🧭 2. Content Isn’t Just Pretty, It Has a Purpose
This degree has taught me that good content isn’t just clever or pretty. It’s functional.
- Is it readable?
- Is it scannable?
- Does it meet the user’s need at the right moment?
We learn how to build strategies that span platforms, audiences, and devices. Whether it’s a CTA on a website or a line in a chatbot, it all has to serve a purpose. There’s something really empowering about making content that helps someone do something faster and easier.
💬 3. Language Is a Tool for Inclusion
One of my favorite modules so far has been about accessibility and inclusive design. We talk about how content can empower or exclude. And how writing in plain language isn’t dumbing things down, it’s opening them up.
As someone who values diversity and inclusive storytelling, this hit home. Content is a gateway. If someone can’t access your message, because of a disability, a language barrier, or jargon, then that content isn’t doing its job.
🤹 4. Strategy Isn’t Just Planning — It’s People Work
People often assume strategy is about frameworks and flowcharts (and yes, there’s a lot of that). But at its core, it’s about understanding people:
- Their behaviors
- Their needs
- Their frustrations
Whether it’s mapping a user journey or collaborating in a team, this degree constantly reminds me that empathy is a strategy. And as someone who hopes to bring fresh, human energy into professional spaces, that feels right.
🌱 Final Thoughts: Why It Was the Right Choice
Studying Content Strategy has helped me grow not just as a student, but as a communicator and creator.
I’m learning how to make ideas clearer, processes smarter, and experiences better. I’m learning how to advocate for the user, the story, the system, all at once.
And most importantly? I’m learning how to use content as a force for clarity, connection, and change.
If you’re thinking about diving into this field, or wondering whether this kind of program is for you, I’m happy to chat and answer your questions. Whether you’re a writer, designer, marketer, or something in between, there’s space for you here.
Studio of Stories 
Leave a comment