At Facebook, employees are empowered to be bold in the name of innovation. “Move Fast and Break Things,” “What Would You Do If You Weren’t Afraid?” and “Done Is Better Than Perfect” are a few of the mottos pasted on the walls at Facebook headquarters.

Back in 2009, Facebook content was getting “done,” but it was far from perfect. Engineers, designers and product managers were writing most of the copy. If you had a keyboard, you were a copywriter. If you could commit code, you were a publisher. And there was a lot of content: menus, navigation text, product tours, multi-step forms, nomenclature, in-product education, help pages, blog posts, and much more. Less-than-perfect content meant confused and frustrated users, and it was taking its toll on the brand.

The Facebook Design and User Experience team decided it was time to create a new role within the department. They called it “content strategist.”

Just a few weeks before the job posting went up, the first edition of Content Strategy for the Web was published. Soon after, the Facebook team contacted author Kristina Halvorson for advice about the position, and she graciously offered suggestions about what to say in the posting and where to look for candidates. She also helped get the word out.