The perspectives that content strategists bring also depend heavily on their professional training and education. For instance, some specialize in "front-end strategy," which includes developing personas, journey mapping the user experience, aligning business strategy and user needs, developing a brand strategy, exploring different channels, and creating style guidelines and search engine optimization guidelines. Others specialize in "back-end strategy," which includes creating content models, planning taxonomies and metadata, structuring content management systems, and building systems to support content reuse.