How To Build A Content Strategy, Ahava Leibtag, TBJApodcast 219
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How to build a content strategy…it starts with great listening skills. Ahava Leibtag shares the importance of having systems and processes to create a successful content strategy.

Ahava Leibtag is passionate about content and prides herself on tackling the toughest content projects—from healthcare to higher education to hip-hop (seriously). She has more than 15 years of experience in writing, messaging, and marketing, and is a well-recognized content expert. Her first book, The Digital Crown: Winning at Content on the Web was published by Morgan Kaufmann in November 2013. Ahava is the president and owner of Aha Media Group, LLC, a content strategy and content marketing consultancy founded in October 2005.

Think Like A Journalist Quote

Content is anything that adds value to the reader’s life. –Avinash Kaushik

Success Quote

Listen…be silent…leave space open to find out what you might not hear if you interrupt.

Career Highlight

Hear why Ahava’s career highlight has to do with something her team said just before her birthday.

When It Didn’t Work!

Find out what went wrong for Ahava when she didn’t paint a good picture of the outcome and expectations. Hear what she learned from her When It Didn’t Work moment.

How To Build A Content Strategy

  1. Editorial and brand messaging.
  2. Internal workflow.
  3. Technological display and delivery of content (contextual content delivered on the right device – content engineering)
  4. Your content must:  to whom, what, how, when and where do we say it.
  5. The empty chair. Why Jeff Beso from Amazon has an empty chair in the room.  [18:30]
  6. Answer this question: who are we and how is brand represented in marketplace?
  7. Illustrate the brand’s point of view.
  8. Remember:  Content as a conversation.

Multimedia Resource

Pen and paper.

One book, documentary, or Internet Channel to watch?



Aha Media Group

Twitter @ahaval

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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