Yes, you heard that right.
Someone who's worked in content and led content teams for twen-ahem years, I'm saying content is not a thing.
It's always being treated as separate from UX.
You have a content team and a UX/design team. Sometimes they're in the same broader team, which is how it should be. Mostly , it's its own function.
But tech, design and data doesn't mean anything to an organisation's bottomline if it's not translated into something that's meaningful to customers.
Just like creative teams have a copywriter and designer. Digital teams need a content designer, UX/UI designer and developer. Together they're Experience Architects responsible for the end-to-end journey, from the marketing pointing to the web or app to email confirmations.
So a business can brief in campaigns and web/app changes but it needs to be problem-led and take into account the whole journey and experience, making sure it all hangs together.
And these teams are the nucleus to all activity and the business. Because people don't remember shapes, colours and typography, they remember not being able to sign in with the only password they've ever had, they remember having their time wasted, they remember getting poor value for money, they remember when things don't arrive, they remember when things don't make sense, they remember being spammed, they remember barriers, they remember not having their expecations met, they remember poor experience.