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LUCA DELLA DORA / @LUCA2D
CONTENT IS NOT (JUST) ABOUT CONTENT|
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
BRANDS NEED TO COMPETE IN ORDER TO EARN PEOPLE’S
ATTENTION2
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
BUT THEY ARE NOT COMPETING ONLY
WITH OTHER BRANDS AS THEY WERE DOING IN
THE PAST3
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEY ARE NOW COMPETING WITH TONS OF AMAZING
CONTENT PRODUCED BY PEOPLE
4
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEY ARE NOW COMPETING WITH TONS OF AMAZING
CONTENT PRODUCED BY PUBLISHERS
5
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEY ARE NOW COMPETING WITH TONS OF AMAZING
CONTENT PRODUCED BY OTHER BRANDS
6
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
IT’S FUNDAMENTAL TO HAVE SOMETHING
RELEVANT TO SAY7
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 8
IT’S FUNDAMENTAL TO HAVE SOMETHING
RELEVANT TO SAYEVEN TO A SMALL AUDIENCE
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
IF THEY DON’T HAVE SOMETHING RELEVANT
THAT WILL CONNECT WITH THEM
9
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEN THEY HAVE TO RECONSIDER
SPENDING THEIR MONEY ON CONTENT MARKETING
10
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
AND TO THINK ABOUT WHAT MAKE THEIR BRANDS RELEVANT
TO PEOPLE11
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
DIFFERENT POINTS OF VIEW DEFINE
WHAT IS ACTUALLY RELEVANT FOR PEOPLE
12
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 13
HIGH-INTEREST MARKETS
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 14
HIGH-INTEREST BRANDSHIGH-INTEREST MARKETS
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 15
HIGH-INTEREST MARKETS HIGH-INTEREST BRANDS HIGH-INTEREST TOPICS
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 16
HIGH-INTEREST MARKETS HIGH-INTEREST BRANDS HIGH-INTEREST TOPICS
P E O P L E
B R A N D S
C O N N E C T I O N
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
IT DOESN’T NEED TO BE AN HIGH-INTEREST MEANING FOR A LARGE AUDIENCE
17
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
IT COULD BE HIGH-INTEREST TO 500 PEOPLE,
IF THAT’S THE 500 PEOPLE THEY CARE ABOUT
18
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 19
HIGH-INTEREST BRANDS
ARE BRAND PEOPLE WANT TO BE IN CONTACT WITH, BECAUSE
THEY ARE USING THEIR PRODUCTS
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 20
HIGH-INTEREST BRANDS
ARE BRAND PEOPLE WANT TO BE IN CONTACT WITH, BECAUSE THEY WANT TO OWN THEIR
PRODUCTS
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 21
BUT IF YOU ARE NOT AN HIGH-INTEREST BRAND
YOU NEED TO FIND BROADER INTERESTS THAT YOU CAN USE TO CONNECT THE BRAND WITH
PEOPLE
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 22
BUT IF YOU ARE NOT AN HIGH-INTEREST BRAND
YOU NEED TO FIND BROADER INTERESTS THAT YOU CAN USE TO CONNECT THE BRAND WITH
PEOPLE
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 23
BUT IF YOU ARE NOT AN HIGH-INTEREST BRAND
YOU NEED TO FIND BROADER INTERESTSTO
PEOPLE
it’s time to build stories for people you want
to connect with with
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 24
BECAUSE
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 25
WE ARE, AS A SPECIES, ADDICTED TO STORIES.EVEN WHEN THE BODY GOES TO SLEEP, THE MIND STAYS UP ALL NIGHT, TELL ITSELF STORIES.
- J. Gottschall, Author, The Storytelling Animal
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 26
SO
@LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
DON’T MAKE THE CONTENT SUCK
27
- B.Marriott, VP of Content Marketing, Marriott International
the end
LUCA DELLA DORA / @LUCA2DI am still looking for the meaning of alcohol-free beer, in the meantime I passionately work as Editorial
Director at We Are Social trying to build stories for the brands we are happy to work with.
