Mauro Lupi @ SuperSummit, November 13, 2013

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