During SVG Europe’s Italy Forum, held in collaboration with Sky Italia, Andrea Michelozzi, president of Dime Comunicaciones, moderated a panel discussion focused on strategies and approaches in digital content creation. Giacomo Margutti, integrated media strategist at Juventus, Lamberto Siega, media and digital expert, and Stefania Greco Lucchina, head of social media communication at Sky Italia, were on hand to share their insights.
The panel introduced the concept of content circularity, focusing on audiences of different ages and the evolution of content formats, as well as emphasising production quality and the construction of narratives capable of enhancing the emotional impact of content.
Interconnected digital ecosystems
Lucchina opened by noting that, over ten years of social media activity, the main challenge has been conveying the value of Sky Sport to younger audiences. Editorial work is structured around pre-event, live and post-event phases in order to build anticipation, strengthen community relationships and extend content lifespan.
This model reflects a social strategy that integrates four key operational areas – Data & Platform, Content, Brand, and Audience.
Data & Platform covers analytics monitoring, sentiment analysis, multiplatform strategy, and SEO optimisation, with particular focus on YouTube. This area supports editorial decisions through measurement and interpretation of audience behaviour.
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Content defines the overall editorial strategy, structured into pre-event, live, and post-event phases. It includes scheduling viewing times, developing relationships with rights holders, and opportunities for monetisation and branded content.
Brand focuses on positioning and brand association, including communication campaigns and promotional activities linked to products and retail.
Audience focuses on amplification and relationship building with influencers, talent, and communities. It includes public relations and engagement of younger generations, especially Gen Z and Millennials.
The entire model is oriented towards shareability, meaning content is designed to be shared and amplified across interconnected digital ecosystems.
Speaking about his experiences at Juventus, Margutti shared details of the internal media house created four years ago to produce content and redefine the editorial model.
The club’s editorial approach relies on building strong and recognisable narratives that can sustain longer formats when the story justifies it. Initially, the focus was on short-format content inspired by native vertical platform styles, but there has been a move to original long-form content, including hour-long horizontal documentaries designed for mobile viewing.
The project was developed in coordination with TikTok Italy and prioritises editorial quality.
Hybrid ecosystems
Siega, who has spent time at Mediaset and AC Milan, highlighted the complexity of social content management in an ecosystem defined by the hybrid nature of entertainment and continuous platform evolution.
The need to produce high volumes of content and maximise its use impacts the production chain, which must meet multiple objectives and KPIs. Broadcasters and clubs also need to monetise content, so clear calls to action are a must. Brand positioning and accurate interpretation of platform insights are essential to measure performance, device usage, and peak engagement. Data plays a strategic role here but requires dedicated analysis teams.
Siega also noted that clubs now function as full brands, moving beyond purely sports activity to embrace a ‘sportainment’ model, combining sports and entertainment.
Social change
Lucchina returned to the topic of age, highlighting that platforms traditionally associated with younger audiences now attract much wider age ranges. This requires a structured approach to engagement, understanding how to connect with communities with diverse expectations and behaviours.
Whatever the platform, content lifecycles are shorter, demanding speed and constant monitoring, he added. During a match, presence must be continuous, second by second, with digital teams working live across multiple platforms simultaneously.
Mirroring across social environments allows content to be published simultaneously, optimising time and workflow and resulting in synchronous and accelerated management of multiple channels. Artificial intelligence is supporting operational efficiency in this context.
Technology helping teams to manage and automate this workflows includes Sprinklr, Talkwalker, Inflead, WSC Sports, OpenAI via ChatGPT, and Grabyo. Some tools manage images, others extract clips from TV feeds, and others handle editing, cutting, and packaging long-form content into formats required by different platforms.
Monetisation options include sponsorships that associate the product with an editorial idea that generates user value. However, credibility, narrative consistency, and the ability to generate interest are essential to sustain the economic model.
