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WINNING THE WORK:
MAKING THE CASE FOR
CONTENT STRATEGY
AHAVA LEIBTAG
PRESIDENT
AHA MEDIA GROUP, LLC
@ahavaL
CONTENT
@ahavaL
@ahavaL
@ahavaL
@ahavaL
CONTENT IS A CONVERSATION.
@ahavaL
TO WHOM ARE WE
TALKING?
@ahavaL
WHO ARE WE?
@ahavaL
WHY IS CONTENT SO SCARY?
• Intimate
• Politically sensitive
• Opaque
• Dangerous
• Requires definition
@ahavaL
CONTENT REVEALS
TO THE WORLD WHO
WE ARE.
@ahavaL
CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahavaL
@ahavaL
@ahavaL
@ahavaL
PEOPLE
@ahavaL
PROCESS
@ahavaL
TECHNOLOGY
@ahavaL
@ahavaL
@ahavaL
@ahavaL
HOW TO WIN THE TRUST
(& THEREFORE THE
WORK)
@ahavaL
6 APPROACHES
1. Demystify the beast
2. Be honest
3. Ask artful questions
4. Be the guide, not the map
5. Small steps
6. Ma...
#1. DEMYSTIFY
THE BEAST
@ahavaL
@ahavaL
@ahavaL
@ahavaL
@ahavaL
#2: BE HONEST
@ahavaL
HIP HOP DX
@ahavaL
TELL THE TRUTH
@ahavaL
ASSESS ORGANIZATIONAL
MATURITY
@ahavaL
#3: ASK ARTFUL
QUESTIONS
@ahavaL
@ahavaL
TELL ME WHY…
@ahavaL
I’M WONDERING
ABOUT…
@ahavaL
HELP ME
UNDERSTAND…
@ahavaL
WTF????
@ahavaL
#4: BE THE
GUIDE, NOT
THE MAP
@ahavaL
CONTENT STRATEGY= THE GPS
@ahavaL
@ahavaL
@ahavaL
@ahavaL
@ahavaL
@ahavaL
DO NOT GIVE THEM
THE THREE HOUR
TOUR
@ahavaL
@ahavaL
PAIN
@ahavaL
THERE’S NO SHAME IN
THIS PAIN.
@ahavaL
#5: SMALL
STEPS
@ahavaL
@ahavaL
CONSIDER THE WEDGE
@ahavaL
#6: MANAGE THE
GOOD IDEA FAIRY
@ahavaL
@ahavaL
GOOD IDEA FAIRY
@ahavaL
THE ONLY EASY DAY
WAS YESTERDAY.
-NAVY SEAL CREDO
@ahavaL
@ahavaL
QUESTIONS?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
@ahavaL
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Winning the Work: Making the Case for Content Strategy

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Ahava Leibtag's presentation at Confab 2013 on Content Strategy

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  • Don’t call their baby ugly
  • Transcript of "Winning the Work: Making the Case for Content Strategy"

    1. 1. WINNING THE WORK: MAKING THE CASE FOR CONTENT STRATEGY AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL
    2. 2. CONTENT @ahavaL
    3. 3. @ahavaL
    4. 4. @ahavaL
    5. 5. @ahavaL
    6. 6. CONTENT IS A CONVERSATION. @ahavaL
    7. 7. TO WHOM ARE WE TALKING? @ahavaL
    8. 8. WHO ARE WE? @ahavaL
    9. 9. WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition @ahavaL
    10. 10. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL
    11. 11. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL
    12. 12. @ahavaL
    13. 13. @ahavaL
    14. 14. @ahavaL
    15. 15. PEOPLE @ahavaL
    16. 16. PROCESS @ahavaL
    17. 17. TECHNOLOGY @ahavaL
    18. 18. @ahavaL
    19. 19. @ahavaL
    20. 20. @ahavaL
    21. 21. HOW TO WIN THE TRUST (& THEREFORE THE WORK) @ahavaL
    22. 22. 6 APPROACHES 1. Demystify the beast 2. Be honest 3. Ask artful questions 4. Be the guide, not the map 5. Small steps 6. Manage the good idea fairy @ahavaL
    23. 23. #1. DEMYSTIFY THE BEAST @ahavaL
    24. 24. @ahavaL
    25. 25. @ahavaL
    26. 26. @ahavaL
    27. 27. @ahavaL
    28. 28. #2: BE HONEST @ahavaL
    29. 29. HIP HOP DX @ahavaL
    30. 30. TELL THE TRUTH @ahavaL
    31. 31. ASSESS ORGANIZATIONAL MATURITY @ahavaL
    32. 32. #3: ASK ARTFUL QUESTIONS @ahavaL
    33. 33. @ahavaL
    34. 34. TELL ME WHY… @ahavaL
    35. 35. I’M WONDERING ABOUT… @ahavaL
    36. 36. HELP ME UNDERSTAND… @ahavaL
    37. 37. WTF???? @ahavaL
    38. 38. #4: BE THE GUIDE, NOT THE MAP @ahavaL
    39. 39. CONTENT STRATEGY= THE GPS @ahavaL
    40. 40. @ahavaL
    41. 41. @ahavaL
    42. 42. @ahavaL
    43. 43. @ahavaL
    44. 44. @ahavaL
    45. 45. DO NOT GIVE THEM THE THREE HOUR TOUR @ahavaL
    46. 46. @ahavaL
    47. 47. PAIN @ahavaL
    48. 48. THERE’S NO SHAME IN THIS PAIN. @ahavaL
    49. 49. #5: SMALL STEPS @ahavaL
    50. 50. @ahavaL
    51. 51. CONSIDER THE WEDGE @ahavaL
    52. 52. #6: MANAGE THE GOOD IDEA FAIRY @ahavaL
    53. 53. @ahavaL
    54. 54. GOOD IDEA FAIRY @ahavaL
    55. 55. THE ONLY EASY DAY WAS YESTERDAY. -NAVY SEAL CREDO @ahavaL
    56. 56. @ahavaL
    57. 57. QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahavaL
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