WINNING THE WORK: MAKING THE CASE FOR

CONTENT STRATEGY

AHAVA LEIBTAGPRESIDENT

AHA MEDIA GROUP, LLC

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CONTENT

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CONTENT IS A CONVERSATION.

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TO WHOM ARE WE TALKING?

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WHO ARE WE?

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WHY IS CONTENT SO SCARY?

• Intimate• Politically sensitive•Opaque•Dangerous• Requires definition

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CONTENT REVEALS TO THE WORLD WHO WE ARE.

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CONTENT IS THE CONVERSATION THAT FUELS

THE SALES PROCESS.

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PEOPLE

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PROCESS

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TECHNOLOGY

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HOW TO WIN THE TRUST (& THEREFORE THE

WORK)

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6 APPROACHES1. Demystify the beast2. Be honest3. Ask artful questions4. Be the guide, not the map5. Small steps6. Manage the good idea

fairy

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#1. DEMYSTIFY THE BEAST

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#2: BE HONEST

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HIP HOP DX

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TELL THE TRUTH

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ASSESS ORGANIZATIONAL MATURITY

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#3: ASK ARTFUL

QUESTIONS

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TELL ME WHY…

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I’M WONDERING ABOUT…

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HELP ME UNDERSTAND…

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WTF????

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#4: BE THE GUIDE, NOT

THE MAP

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CONTENT STRATEGY= THE GPS

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DO NOT GIVE THEM THE THREE HOUR

TOUR

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PAIN

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THERE’S NO SHAME IN THIS PAIN.

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#5: SMALL STEPS

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CONSIDER THE WEDGE

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#6: MANAGE THE GOOD IDEA FAIRY

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GOOD IDEA FAIRY

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THE ONLY EASY DAY WAS YESTERDAY.-NAVY SEAL CREDO

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QUESTIONS?

Ahava LeibtagAha Media Group, LLC

ahava@ahamediagroup.comTwitter: ahavaL301-452-5331