The document discusses strategies for making the case for content strategy work. It argues that content is a conversation that reveals an organization's identity. It recommends six approaches: 1) demystify content strategy; 2) be honest when assessing an organization's maturity; 3) ask thoughtful questions to understand needs; 4) guide rather than dictate solutions; 5) take small, iterative steps; and 6) manage expectations by acknowledging the challenges. The overall message is that content strategy is a process of discovery requiring transparency, empathy and patience.

1. WINNING THE WORK:
MAKING THE CASE FOR
CONTENT STRATEGY
AHAVA LEIBTAG
PRESIDENT
AHA MEDIA GROUP, LLC
@ahavaL

2. CONTENT
@ahavaL

3. @ahavaL

4. @ahavaL

5. @ahavaL

6. CONTENT IS A CONVERSATION.
@ahavaL

7. TO WHOM ARE WE
TALKING?
@ahavaL

8. WHO ARE WE?
@ahavaL

9. WHY IS CONTENT SO SCARY?
• Intimate
• Politically sensitive
• Opaque
• Dangerous
• Requires definition
@ahavaL

10. CONTENT REVEALS
TO THE WORLD WHO
WE ARE.
@ahavaL

11. CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahavaL

12. @ahavaL

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15. PEOPLE
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16. PROCESS
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17. TECHNOLOGY
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21. HOW TO WIN THE TRUST
(& THEREFORE THE
WORK)
@ahavaL

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. #1. DEMYSTIFY
THE BEAST
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28. #2: BE HONEST
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29. HIP HOP DX
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30. TELL THE TRUTH
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31. ASSESS ORGANIZATIONAL
MATURITY
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32. #3: ASK ARTFUL
QUESTIONS
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33. @ahavaL

34. TELL ME WHY…
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35. I’M WONDERING
ABOUT…
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36. HELP ME
UNDERSTAND…
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37. WTF????
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38. #4: BE THE
GUIDE, NOT
THE MAP
@ahavaL

39. CONTENT STRATEGY= THE GPS
@ahavaL

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45. DO NOT GIVE THEM
THE THREE HOUR
TOUR
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46. @ahavaL

47. PAIN
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48. THERE’S NO SHAME IN
THIS PAIN.
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49. #5: SMALL
STEPS
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50. @ahavaL

51. CONSIDER THE WEDGE
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52. #6: MANAGE THE
GOOD IDEA FAIRY
@ahavaL

53. @ahavaL

54. GOOD IDEA FAIRY
@ahavaL

55. THE ONLY EASY DAY
WAS YESTERDAY.
-NAVY SEAL CREDO
@ahavaL

56. @ahavaL

57. QUESTIONS?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
@ahavaL