Winning the Work: Making the Case for Content Strategy, by Ahava Leibtag

Think Through Distribution

1. Choose the content format for your information
   1. ex. Blog post, White paper, Video, etc
2. Choose your distribution vehicle
   1. ex. “Content is King” is the information, text is the format, and FB is the distribution vehicle

Use Metaphors

Starbucks has consistency – if you order a skinny vanilla latte in any Starbucks, it tastes the same, because they have a consistent recipe.

A brand needs the same consistency; content strategy has a recipe which we’ll build together. No guesswork, just good execution of a recipe.

Be Honest

If you’re not right for a project, be honest. In a worst case scenario, you’re freeing up your time for projects you’re better suited. In a best case scenario, you work with the client anyhow, and they know what to expect. They will also appreciate working with someone who recognizes their own strengths and weaknesses.

Ask Artful Questions

When the client’s content is terrible, don’t tell them their baby is ugly. Instead, ask artful questions, such as…

• “Can you tell me why…”
• “I’m wondering about…”
• “Can you help me understand…”

Find Your Place

1. You are not responsible for fixing the call center, the development, the everything. Focus on fixing the content, because that’s important.
2. Be patient with clients. They need to know:
   1. Where we are
   2. Where we’re going
   3. How we’re going to get there
3. And they need reminders often. It’s scary for them to do so much change.
4. Again, be honest. Considerate and patient, but honest.

Small Steps

• Date before you get married, i.e. start with a small pilot project.
• Start with a small team in a big company; it’s less stress for the client and you can make a visible difference more quickly.
• Sit and listen to all the ideas, and ask questions. Then have the group write them all down and look at them in a week.

RFP Tips

• Describe your process. If they don’t want your process, they won’t choose you.
• If there are things you don’t think they need, include questions, and describe how you’d approach determining the value of the item.
• Try to get a phone call or in-person meeting.