Content Marketing

Content Marketing

In this stage, industry experts revealed strategies to engage the audience of the future. It was an opportunity to explore the latest trends—from AI to personalization—and to create content that resonates in an ever-evolving digital landscape..

Room Hosting

Stefano De Carlo
Stefano De Carlo
Esperto di Automazioni & CEO di AutomatiKing.com
CEO @AutomatiKing.com
Giorgia Deiuri
Giorgia Deiuri
Destination & Digital Tourism Strategist
A|G Innovazione Italia
Elisa De Portu
Elisa De Portu
Head of Digital
Integra Solutions
4 JUNE
5 JUNE
6 JUNE
04 june 08:30
05 june 08:30
06 june 08:30
04 june 11:50 - 12:30
40 min
Today, storytelling is no longer just about content, but above all about format. Winners are those who create the most engaging formats, which requires creativity, knowledge of social platforms, and storytelling skills. Communication is increasingly intertwined with entertainment, which is why it’s essential to know how to craft formats for brands. Formats that enhance the brand’s proposition and engage audiences like a TV series, a song, or an entertainment talk. This talk will cover how video podcasts for brands are born, companies bringing their formats live (for example, in theaters), storytelling in-store or outside stadiums (like Heinz). It will also explore events, books created to tell a company’s story, and UGC campaigns involving creators and brands. After looking at early examples—did you know “Funiculì Funiculà” was one of the first branded content pieces in history?—we’ll examine case studies that revolutionized seemingly unchangeable sectors (Kings League transformed football, Fantasanremo introduced gamification to music) and learn how to write a format, from idea to execution.
04 june 12:40 - 13:20
40 min
Everyone talks about columns, formats, content strategies. But are we really sure we know what we’re talking about? Columns are not formats, and this confusion risks sinking even the brightest ideas. In this talk, I will take you behind the scenes of the digital content world, including advertising, to reveal what it really means to design messages that work. It’s not about trends or platforms: it’s about vision.
04 june 14:00 - 14:40
40 min
Over the past decade, content production has undergone a radical transformation: we have shifted from creating videos designed for people to producing content optimized for algorithms. Today, platforms and artificial intelligence influence every aspect of communication, leading brands and agencies to sacrifice quality and value in favor of immediate performance metrics. In this talk, we will explore the delicate balance between creativity, technology, and strategy, answering a crucial question: what truly makes content memorable? We will discuss how to return to content marketing based on real value for the user, capable of creating impact and connection without succumbing to the fleeting logic of engagement for its own sake. This speech is designed for marketers, brand managers, and content creators who want to rethink their content strategies, rediscovering the value of creativity and authentic storytelling in a data-driven era. Through concrete examples, industry insights, and ethical reflection, we will learn how to design content that leaves a lasting impression, going beyond vanity metrics.
04 june 14:50 - 15:30
40 min
The real challenge for global brands is to speak to all relevant targets, everywhere. This requires content. But the problem is that we are overwhelmed by it. So the point is not to produce more, but to create better content. This is where glocal brandformance comes into play, turning geolocation from an operational lever into a strategic one. Because in a saturated landscape, it is essential to create messages that can activate local audiences and deliver performance without losing brand consistency.
This talk is sponsored.
04 june 15:40 - 16:20
40 min
In a time like the present, when DE&I policies seem to have fallen out of favor, does it still make sense to work on words? The answer is yes, and the significance goes far beyond socio-cultural or political circumstances.
06 june 11:50 - 12:30
40 min
Every piece of content can be improved — but only data can truly show how. Thanks to AI and techniques and frameworks such as message mining, JTBD, ICE, LIFT, the Fogg Behavior Model, and Hick’s Law, we can analyze the effectiveness of messages and improve them based on real metrics. We’ll explore how to test and optimize content with a data-driven approach, reducing friction and maximizing engagement through concrete, measurable, and replicable methods to analyze and refine text using data.
06 june 12:40 - 13:20
40 min
A deep dive into the next wave of content creation. From generative images to AI-written copy, this talk explores how brands and creators are adapting to the rise of machine-made content. You’ll learn what’s driving adoption, where human creativity still leads, and how to stay ahead in an evolving industry.
06 june 14:00 - 14:40
40 min
AI is transforming the way people fulfill their informational needs, search, choose, buy, and interact with brands — both large and small. For SMEs, it’s not just about “using AI to create content,” but about redesigning their content strategy in a landscape where conversational formats, real-time interactions, and personalization are replacing the traditional model of structured, SEO-oriented, and long-term planned content (such as pillar content). In this session, we’ll explore the key steps to update your content strategy in order to effectively engage with emerging touchpoints such as chatbots, AI-generated overviews in traditional search engines, ChatGPT & similar platforms — where dynamic, real-time "content flows" dominate.
06 june 14:50 - 15:30
40 min
This talk aims to bring 20 years of hands-on experience to the stage, with the goal of helping content creators identify what truly works — and what doesn’t — moving beyond assumptions like “in my opinion” or “others are doing it, so it must work.” The session will present data, metrics, and real case studies of both success (e.g., Save the Children and many others) and failure, offering practical insights and actionable takeaways to improve your content strategy and execution.
06 june 15:40 - 16:20
40 min
Artificial intelligence is an invention, not an innovation. Words matter — and according to the OECD, 95% of Italians do not reach the average level of literacy. AI is a revolution across all sectors, including our personal and professional lives. This talk explores how AI can be used as a collaborative tool in the creative process, while emphasizing the value of human cognitive writing. We’ll discuss strategies to filter the overwhelming amount of information available today by combining human and AI capabilities, with the goal of improving personal knowledge management and building a digital Personal Knowledge Management (PKM) system, useful in personal life, education, and professional contexts. The aim is to demonstrate how a balanced integration of organic and synthetic writing can lead to augmented writing, enhancing both creativity and communication effectiveness — with ourselves and with others.