winning the work: making the case for content strategy
DESCRIPTION
Ahava Leibtag's presentation at Confab 2013 on Content StrategyTRANSCRIPT
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WINNING THE WORK: MAKING THE CASE FOR
CONTENT STRATEGY
AHAVA LEIBTAGPRESIDENT
AHA MEDIA GROUP, LLC
@ahavaL
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CONTENT
@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
CONTENT IS A CONVERSATION.
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@ahavaL
TO WHOM ARE WE TALKING?
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@ahavaL
WHO ARE WE?
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@ahavaL
WHY IS CONTENT SO SCARY?
• Intimate• Politically sensitive•Opaque•Dangerous• Requires definition
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@ahavaL
CONTENT REVEALS TO THE WORLD WHO WE ARE.
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@ahavaL
CONTENT IS THE CONVERSATION THAT FUELS
THE SALES PROCESS.
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
PEOPLE
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@ahavaL
PROCESS
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@ahavaL
TECHNOLOGY
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
HOW TO WIN THE TRUST (& THEREFORE THE
WORK)
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@ahavaL
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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@ahavaL
#1. DEMYSTIFY THE BEAST
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
#2: BE HONEST
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@ahavaL
HIP HOP DX
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@ahavaL
TELL THE TRUTH
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@ahavaL
ASSESS ORGANIZATIONAL MATURITY
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@ahavaL
#3: ASK ARTFUL
QUESTIONS
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@ahavaL
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@ahavaL
TELL ME WHY…
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@ahavaL
I’M WONDERING ABOUT…
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@ahavaL
HELP ME UNDERSTAND…
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@ahavaL
WTF????
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@ahavaL
#4: BE THE GUIDE, NOT
THE MAP
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@ahavaL
CONTENT STRATEGY= THE GPS
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
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@ahavaL
DO NOT GIVE THEM THE THREE HOUR
TOUR
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@ahavaL
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@ahavaL
PAIN
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@ahavaL
THERE’S NO SHAME IN THIS PAIN.
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@ahavaL
#5: SMALL STEPS
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@ahavaL
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@ahavaL
CONSIDER THE WEDGE
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@ahavaL
#6: MANAGE THE GOOD IDEA FAIRY
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@ahavaL
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@ahavaL
GOOD IDEA FAIRY
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@ahavaL
THE ONLY EASY DAY WAS YESTERDAY.-NAVY SEAL CREDO
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@ahavaL