Companies are increasingly becoming the new media by using content marketing strategies. As attention spans decrease and people rely on multiple channels for information, companies can capitalize on producing high-quality content to engage customers and build trust. An effective content marketing strategy starts by understanding the customer journey and producing content that meets customer needs while aligning with the company's goals, values, and narrative. It is important to allocate sufficient resources for content creation, distribution, and analytics to measure the impact of content marketing.

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
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3. Content Marketing
isn’t new
1895
2008
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013
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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
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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
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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
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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
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8. Content Marketing Framework
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013
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9. Virgin’s Content Strategy
Mauro Lupi @ SuperSummit: Companies are the new media – November 13, 2013
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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
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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
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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
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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
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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
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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
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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