1. @ahavaL #confabMN

2. CHALLENGE #1

6. Challenge #2

12. incomplete

13. About the brand/not about the buyer

14. Challenge #3

15. Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportuni
ty
Custome
r
• Emails/Contacts: Not yet leads, just
have entered the funnel
• Engaged: Show real engagement by
downloading content, opening an
email, commenting on a blog post
• Prospect: Qualified but are not ready
to buy (decision makers?)
• Lead: Prospects that show enough
behavioral engagement that we want
to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an
solution
• Upsell and retain: Keep them buying
Sales Funnel
MarketingSales
Nurturing
Database

16. Suspects
Prospects
Leads
Opportunities

18. Content Strategy’s Core Model
1. Align with business objectives
2. Support users in accomplishing tasks
Business
Goals
User
Tasks

19. Focus on the Pocket:
Use the secrets of content strategy to
turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015

20. October 23, 2001

25. 3 Parts of the Human Brain
• Neocortex: rational and
analytical, language center
• Midbrain & Hindbrain: limbic
system, decision making,
drives human behavior. Has
no capacity for language.

26. WHY?
HOW?
WHAT?

28. Build content that moves from
the inside out and moves
people

29. Business
Goals
User
Tasks

30. Business
Goals
Find the
Why
User
Tasks

31. Inspiration Marketing™

32. What is Inspiration
Marketing™?

37. A JOURNEY?

38. Need
1 Awareness
2
Engagement
3 Decision
4

39. Unconscious
Incompetence
Conscious
Incompetence
Conscious
Competence
Unconscious
Competence

40. Unconscious
Incompetence
Conscious
Incompetence
Conscious
Competence
Unconscious
Competence
Need
Awareness
Engagement
Decision

41. Business
Goals
Find the
Why
User
Tasks

42. Today
1. Define content strategy
2. Build tools to organize our systems
3. Define content marketing
4. Learn to move from the inside out

43. DEFINE CONTENT STRATEGY

44. Content Strategy:
1. Align with business objectives
2. Support users in accomplishing tasks
Business
Goals
User
Tasks

45. Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable,
sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the
display and delivery of content?

46. #1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?

47. #2: Workflow
They also need to know:
Internally who is responsible for all the different phases of a
content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern

48. #3: Technical Display/Delivery of Content
• XML
• DITA
• Metadata
• Structured content
• Adaptive content
• Content modeling

49. Need
1 Awareness
2
Engagement
3 Decision
4

50. If you want to teach people a new way of
thinking, don’t bother trying to teach them.
Instead, give them a tool, the use of which
will lead to new ways of thinking.
R. Buckminster Fuller
Designer, inventor, futurist

51. The 5 Essential Questions

52. 5 Essential Questions
1. To whom are you speaking?

53. To Whom Are you Speaking?

60. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?

61. Who are you as a brand?

67. Identity Pillars
Current Identity Pillars  Future Identity Pillars





68. Identity Pillars
Current Identity Pillars  Future Identity Pillars
Unusable





69. Identity Pillars
Current Identity Pillars  Future Identity Pillars
Unusable

User-friendly




70. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?

71. What are you trying to say?

72. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable 

73. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly

74. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.

75. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.

76. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.

77. Messaging Architecture
Current Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable  User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.
• We created a glossary so
people could understand our
terms.

78. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?

79. How do you say it?

80. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

81. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

82. Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient

87. 5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?

88. When and where do you say it?

89. Editorial Calendar

90. DEFINE CONTENT MARKETING

91. Goals of content marketing
1. Attract
2. Acquire
3. Engage or connect
4. Drive profitable action

92. If content marketing builds
relationships, content strategy
builds conversations.

93. A NEW PARADIGM

94. WHY?
HOW?
WHAT?

108. FIND THE WHY.

109. Business
Goals
Find the
Why
User
Tasks

110. Need
1 Awareness
2
Engagement
3 Decision
4

111. Summary
1. Content challenges: too much, boring, incomplete, not
strategic
2. What is content strategy?
3. How can we build strategic conversations?
4. What is content marketing?
5. How do we start with the why to open an emotional
doorway?

112. Focus on the Pocket:
Use the secrets of content strategy to
turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015

113. Thank you!
Ahava Leibtag
Aha Media Group
www.ahamediagroup.com
ahavaL
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