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Mauro Lupi @ SuperSummit, November 13, 2013
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OPENKNOWLEDGE SRL
www.maurolupi.com www.open-knowledge.it
+39 02.5810.7211
Companies are the new media
Mauro LupiPartner, OpenKnowledge - [email protected]
November 13, 2013
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 2
Attention is the real money
pro-publisher
people like me
brand I trust
Many channels
Many authorities
Many devices
Many formats
New filters
People continue to dedicate less time to multiple sources
search engines
social media
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 3
1895
2008
Content Marketing
isn’t new
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 4
Content Marketing
is here to stay
“The Top New Marketing Job
Title Recruited and Hired
will be Director of Content”
2013 Altimeter Group
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 5
forPeopleAttention
Credibility Trust
Reputation
WOMEarned
visibility
EfficiencyCapitalize all content production
WHYContent Marketing?
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 6
Customer
touchpoints
Colleagues
StoriesContent FISRT
THEN Channels
Platforms will
change, but
content will
always remain
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 7
Content Marketing starts from Customer Journey
EVALUATION
INFORMATION
GATHERINGSHOPPING
PURCHASE
USE
PROMOTION
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 8
Content Marketing Framework
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 9
Virgin’s Content Strategy
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 10
the right content
Think of you goals:
first attract, interest, engage
an THEN sell
Use publishers verbs: inform, interest, entertain, excite
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 11
the right content
then ask prospect, clients, partners
Find people needs.
Listen online conversations
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 12
the right content
Think about your company:what are its real values and assets?
what really is it? what is its soul?
Define a narrative framework before any single line of copy
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 13
how to
Find stories in your company(sometimes you're sitting on a treasure)
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 14
how to
Define a Content Strategy,the KPIs, a content taxonomy,
a workflow, the analytics,
and then the technology
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 15
how to
Not just storytelling bus storydoing(where no traditional media could compete)
Allocate sufficient resources
Build an editorial calendar
OPENKNOWLEDGE SRL
www.maurolupi.com www.open-knowledge.it
+39 02.5810.7211
Chart on: http://goo.gl/4mC226
Mauro LupiPartner, OpenKnowledge - [email protected]
