Vinish Garg takes a holistic and pragmatic view of the role of content and other crafts in digital product design, using an approach he calls "product sense."  

Content strategy and design are just two of many practices that contribute to the success of any digital product. All digital practitioners justifiably take pride in their individual crafts, but Vinish encourages content, design, and other practitioners to favor product utility over their individual crafts.

https://ellessmedia.com/csi/vinish-garg/