Ahava Leibtag News & Analysis
| Monday Feb 2, 2015
What would it be like to transport yourself immediately from your current destination to the destination of your choice? From Star Trek to Harry Potter, to the ancient tales of Aladdin, we've been captivated by the idea that we could somehow move time and space to be in another world.
Until we have the power to wrinkle our noses and teleport, we must be satisfied with photos, videos and Skype. But is it possible to spin a tale and immerse readers in a story without asking them to leave their desk, couch or bed? What if we could tell a story and transport a person from his current reality into the storyteller’s tale?
Enter multimedia long-form. Also called interactive long-form or multimedia narrative journalism, this innovative way of telling stories means that we can actually put our readers in the center of the story in a way that wasn't previously possible.
| Monday Oct 27, 2014
After nine months spent writing a book about content, content marketing and content strategy, I felt brain dead. My husband lovingly suggested we take our family away to the beach so I could “recover” for a few days.
While buying the usual sunscreen and other beach necessities, I noticed the DVD of the movie Pitch Perfect. I had watched the movie on a girls’ movie night, and thought it was super cute. Having two girls, ages 10 and 7, I thought it would be the perfect movie to while away the time we spent driving to the beach.
| Monday Aug 4, 2014
I have a confession to make: I’m bored.
I’m bored of seeing the same regurgitated articles every week. I’m bored of our disciplines debating if we should be called content strategy, content marketing or inbound marketing. I’m tired of us fighting about how important content strategists are or should be, or need to be. I’m bored because instead of showing me the work, you talk about how you would approach the work, or should approach the work. Why don’t you just show me how you approached it and what you learned?
| Thursday May 1, 2014
Along with the now tedious conversation about content shock, we also have to define (in the world of content marketing) content marketing at the enterprise vs. content marketing campaigns. This is all very fascinating, particularly since we still seem to be fighting about what content marketing is.
However, I find it even more interesting to look for those doing content marketing well and use those test cases to help us arrive at a universal understanding of content marketing. Let’s take a look at Gwyneth Paltrow, and her lifestyle brand, goop.
| Tuesday Feb 11, 2014
Oh, one of those lists, Ahava. Really?
Wait. Just hear me out. There’s an immense amount of dialogue right now in the content creation, content marketing, content strategy, content space. Some of it is important. Some of it will sink to the bottom, hopefully washed away by the pixels of the Interwebs. But, if you’re following closely, you’ll see that best practices still rise to the top, like the proverbial cream.
| Thursday Dec 5, 2013
My wish is that businesses start breaking down siloes and sharing information across departments. Content is a shared asset and we can only bubble up robust content experiences for our customers when we treat it that way. -- Ahava Leibtag, president of Aha Media Group, LLC
Title image by Amodiovalerio Verde (Flickr).
| Monday Oct 28, 2013
Think about some of the systems you have in place in your own life -- you probably don’t think of most of them as “systems.” For example -- dental care. You brush your teeth twice a day, floss once a day and visit the dentist twice a year. Why? Because dentists have done an excellent job of educating people about oral hygiene.
Content governance provides content creators the same structure and guidelines, to help with consistent messaging.
| Wednesday Jul 24, 2013
Workflow. Two four-letter words put together. Workflow is the process your teams follow to get the job done.
| Wednesday Apr 24, 2013
There's a lot of discussion lately in the content strategy space about branding. So, how relevant is it to an overall content strategy?
| Wednesday Feb 6, 2013
As the marketplace becomes increasingly competitive, organizations around the globe have realized that corporate mumbo jumbo has become an unacceptable way to converse with their customers. As the writers of The Cluetrain Manifesto say, “The human voice is unmistakable and cannot be faked.”
| Tuesday Dec 4, 2012
Good news, folks. Last year, I wrote this about my predictions for 2012: “My crystal ball is cloudy, my tea leaves are clumped together and my tarot cards are ripped.” I just wasn’t sure what would happen.
This year, I’m absolutely certain about what 2013 will bring.
| Thursday Oct 25, 2012
If you’re involved in the business of digital content, then you know you contend with distracted consumers, multi-screened attention and multi-threaded conversations. You probably have thousands of post-its on your desk reminding you to use odd numbers in your headlines, refer to pop culture, tell stories, use video, don’t use video, etc. to make your content stand out.
| Tuesday Sep 25, 2012
Did you know you are bombarded by 5,000 messages a day? And that it takes seven to nine interactions with a brand before you even begin to recognize it? Because of this overwhelming onslaught, are you only seeking recommendations from those within your social networks?
| Wednesday Aug 29, 2012
As Web and digital marketing become hotter and hotter, more and more of our field will experience an influx of people who will claim to be “experts.” Here’s a list of how to spot an Internet charlatan -- someone you should avoid, whether they are in a sales or creative position -- if they say any of the following:
| Monday Jul 30, 2012
I had an interesting experience last week that made me rethink the rules of content strategy when it comes to business objectives. I wrote a wildly popular blog post that received double the traffic than one of my typical blog posts usually receives.