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Companies are the new media

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Mauro Lupi @ SuperSummit, November 13, 2013

Mauro Lupi @ SuperSummit, November 13, 2013

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  • 1. Companies are the new media November 13, 2013 Mauro Lupi Partner, OpenKnowledge - mauro.lupi@open-knowledge.it www.maurolupi.com OPENKNOWLEDGE SRL www.open-knowledge.it +39 02.5810.7211
  • 2. Many channels Many authorities Many devices pro-publisher people like me brand I trust Many formats New filters search engines social media Attention is the real money People continue to dedicate less time to multiple sources Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 2
  • 3. Content Marketing isn’t new 1895 2008 Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 3
  • 4. Content Marketing is here to stay 2013 Altimeter Group “The Top New Marketing Job Title Recruited and Hired will be Director of Content” Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 4
  • 5. WOM Earned visibility forPeople Credibility WHY Content Marketing? Attention Trust Reputation Efficiency Capitalize all content production Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 5
  • 6. Content FISRT Colleagues Stories THEN Channels Customer touchpoints Platforms will change, but content will always remain Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 6
  • 7. Content Marketing starts from Customer Journey INFORMATION GATHERING SHOPPING EVALUATION PURCHASE PROMOTION USE Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 7
  • 8. Content Marketing Framework Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 8
  • 9. Virgin’s Content Strategy Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 9
  • 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 10
  • 11. the right content Find people needs. Listen online conversations then ask prospect, clients, partners Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 11
  • 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 12
  • 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 13
  • 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 14
  • 15. Allocate sufficient resources how to Not just storytelling bus storydoing (where no traditional media could compete) Build an editorial calendar Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013 15
  • 16. Chart on: http://goo.gl/4mC226 Mauro Lupi Partner, OpenKnowledge - mauro.lupi@open-knowledge.it www.maurolupi.com OPENKNOWLEDGE SRL www.open-knowledge.it +39 02.5810.7211