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1© 2015 DigitalBreak srl - @maurolupi
What is the compass
to drive the communication strategy
and the editorial plan?
Maur...
2© 2015 DigitalBreak srl - @maurolupi
DA QUANDO ESISTE IL CONTENT MARKETING?
1895
3© 2015 DigitalBreak srl - @maurolupi
COMPANIES SHOULD BE MEDIA PUBLISHER
"Before, the biggest audience Nike had on any
gi...
4© 2015 DigitalBreak srl - @maurolupi
COMPANIES SHOULD BE MEDIA PUBLISHER
5© 2015 DigitalBreak srl - @maurolupi
GESTIRE LA MULTICANALITÀ: DA DOVE SI PARTE?
FORRESTER RESEARCH
A B
C
D
6© 2015 DigitalBreak srl - @maurolupi
MA I CONTENUTI DOVE STANNO?
QUALI GLI ARGOMENTI?
 Storie che interessano le persone...
7© 2015 DigitalBreak srl - @maurolupi
IL CUSTOMER JOURNEY È IL PUNTO DI PARTENZA
PER IMPOSTARE LA CONTENT STRATEGY
Le rela...
8© 2015 DigitalBreak srl - @maurolupi
Support
IL DIGITAL MARKETING CYCLE È IL FRAMEWORK STRATEGICO
Anche se i consumatori ...
9© 2015 DigitalBreak srl - @maurolupi
Info gathering
Advocacy
Use
Purchase
Consideration
Support
Customer
Journey
(for eac...
10© 2015 DigitalBreak srl - @maurolupi
PERCHÉ LA DIGITAL CONTENT STRATEGY
1. Per mappare il customer journey multicanale d...
11© 2015 DigitalBreak srl - @maurolupi
Mauro Lupi, mauro.lupi@digitalbreak.it, www.maurolupi.com, @maurolupi
Strategic Dir...
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What is the compass to drive the communication strategy and the editorial plan?

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Every marketers should map any touchpoint (digital and analogic) along the customer journey and then identify the appropriate contents to serve to each of them. Content strategy starts from contents (not from channels)

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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What is the compass to drive the communication strategy and the editorial plan?

  1. 1. 1© 2015 DigitalBreak srl - @maurolupi What is the compass to drive the communication strategy and the editorial plan? Mauro Lupi, mauro.lupi@digitalbreak.it, www.maurolupi.com, @maurolupi Strategic Director, DigitalBreak, www.digitalbreak.it 9 April 2015
  2. 2. 2© 2015 DigitalBreak srl - @maurolupi DA QUANDO ESISTE IL CONTENT MARKETING? 1895
  3. 3. 3© 2015 DigitalBreak srl - @maurolupi COMPANIES SHOULD BE MEDIA PUBLISHER "Before, the biggest audience Nike had on any given day was when 200 million tuned in to the Super Bowl. Now, across all its sites and social media communities, it can hit that figure any day" 2008 2007 , AND AGENCIES MUST FOLLOW!
  4. 4. 4© 2015 DigitalBreak srl - @maurolupi COMPANIES SHOULD BE MEDIA PUBLISHER
  5. 5. 5© 2015 DigitalBreak srl - @maurolupi GESTIRE LA MULTICANALITÀ: DA DOVE SI PARTE? FORRESTER RESEARCH A B C D
  6. 6. 6© 2015 DigitalBreak srl - @maurolupi MA I CONTENUTI DOVE STANNO? QUALI GLI ARGOMENTI?  Storie che interessano le persone (e che parlano di persone)  Competenze e professionalità interne (multi-dipartimento)  Impieghi d'uso dei prodotti/servizi  Dallo storytelling allo storydoing (dove i media tradizionali non possono competere) (Suggerimento: spesso le aziende sono sedute su un tesoro e non se ne rendono conto)
  7. 7. 7© 2015 DigitalBreak srl - @maurolupi IL CUSTOMER JOURNEY È IL PUNTO DI PARTENZA PER IMPOSTARE LA CONTENT STRATEGY Le relazioni tra consumatori e brand avvengono attraverso le diverse fasi del Customer Journey. Ogni fase interessa molteplici Touch points nei quali i consumatori accedono a svariati contenuti (Content types), gestiti dai differenti team in azienda (Company’s People). Info gathering Advocacy Use Purchase Consideration Customer Journey (for each Personas or stakeholder) Customer point of view
  8. 8. 8© 2015 DigitalBreak srl - @maurolupi Support IL DIGITAL MARKETING CYCLE È IL FRAMEWORK STRATEGICO Anche se i consumatori sviluppano le relazioni con i brand attraverso dei touchpoint (fisici o digitali), l'azienda deve impostare la strategia di marketing partendo dall'analisi dell'intero Customer Journey. Per ogni sua fase, vanno individuati i relativi obiettivi e la strategia per raggiungerli (1), vanno coinvolte tutti i team ed i partner interessati (2), vanno pianificati e prodotti i contenuti più idonei (3) e quindi gestiti tutti i touch point (4). Il marketing cycle si completa con le attività di misurazione (5) e ottimizzazione (6). Per gestire dati, funzioni e attività del marketing cycle, possono essere utilizzate delle piattaforme tecnologiche abilitanti. CONTEXTS3 TEAMS2 CHANNELS4 5 MEASURE 6 OPTIMIZE PLATFORMS PLAN1 Customer point of view Info gathering Advocacy Use Purchase Consideration Customer Journey (for each Personas or stakeholder) Digital marketing cycle
  9. 9. 9© 2015 DigitalBreak srl - @maurolupi Info gathering Advocacy Use Purchase Consideration Support Customer Journey (for each Personas or stakeholder) IDENTIFICAZIONE DEI CONTENUTI IN BASE A TIPO, STRUTTURA,TASSONOMIA FONTE DELLO SCHEMA: FIRST10 & SMART INSIGHT
  10. 10. 10© 2015 DigitalBreak srl - @maurolupi PERCHÉ LA DIGITAL CONTENT STRATEGY 1. Per mappare il customer journey multicanale dei principali tipi di clienti e prospect. 2. Per verificare l'attuale produzione di contenuti (digital e non), analizzando la loro rispondenza rispetto ai touchpoint del customer journey. 3. Per ottimizzare la produzione dei contenuti in termini di efficienza, efficacia e misurabilità.
  11. 11. 11© 2015 DigitalBreak srl - @maurolupi Mauro Lupi, mauro.lupi@digitalbreak.it, www.maurolupi.com, @maurolupi Strategic Director, DigitalBreak, www.digitalbreak.it 9 April 2015

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