A quick view on how brands should consider to invest their time and budgets in producing content that will create relationships with people.

1. LUCA DELLA DORA / @LUCA2D
CONTENT IS NOT (JUST) ABOUT CONTENT|

2. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
BRANDS NEED TO
COMPETE IN ORDER
TO EARN PEOPLE’S
ATTENTION
2

3. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
BUT THEY ARE NOT
COMPETING ONLY
WITH OTHER BRANDS
AS THEY WERE DOING IN
THE PAST 3

4. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEY ARE NOW COMPETING
WITH TONS OF AMAZING
CONTENT PRODUCED
BY PEOPLE
4

5. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEY ARE NOW COMPETING
WITH TONS OF AMAZING
CONTENT PRODUCED
BY PUBLISHERS
5

6. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEY ARE NOW COMPETING
WITH TONS OF AMAZING
CONTENT PRODUCED
BY OTHER BRANDS
6

7. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
IT’S FUNDAMENTAL
TO HAVE SOMETHING
RELEVANT TO SAY
7

8. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 8
IT’S FUNDAMENTAL
TO HAVE SOMETHING
RELEVANT TO SAY
EVEN TO A SMALL AUDIENCE

9. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
IF THEY DON’T HAVE
SOMETHING RELEVANT
THAT WILL
CONNECT WITH THEM
9

10. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
THEN THEY HAVE TO
RECONSIDER
SPENDING THEIR MONEY
ON CONTENT MARKETING
10

11. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
AND TO THINK ABOUT
WHAT MAKE THEIR
BRANDS RELEVANT
TO PEOPLE
11

12. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
DIFFERENT POINTS OF VIEW
DEFINE
WHAT IS ACTUALLY
RELEVANT FOR PEOPLE
12

13. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 13
HIGH-INTEREST MARKETS

14. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 14
HIGH-INTEREST BRANDSHIGH-INTEREST MARKETS

15. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 15
HIGH-INTEREST MARKETS HIGH-INTEREST BRANDS HIGH-INTEREST TOPICS

16. @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

17. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
IT DOESN’T NEED TO BE AN
HIGH-INTEREST MEANING
FOR A LARGE AUDIENCE
17

18. @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

19. @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

20. @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

21. @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

22. @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

23. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 23
BUT IF YOU ARE NOT
AN HIGH-INTEREST BRAND
YOU NEED TO FIND BROADER
INTERESTS
TO
PEOPLE
it’s time to build stories
for people you want
to connect with
with

24. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 24
BECAUSE

25. @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

26. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT | 26
SO

27. @LUCA2D CONTENT IS NOT (JUST) ABOUT CONTENT |
DON’T MAKE THE CONTENT SUCK
27
- B.Marriott, VP of Content Marketing, Marriott International

28. 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.