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The Content Experience Company
How businesses can make content
their competitive advantage?
Digitalzone17 - Istanbul
October, 20, 2017 @MagMostafa #digitalzone
About Maged Mostafa
Measure Ideation
• Executive and entrepreneur with multiple tech startup successes
and an IPO
• Managing Director of EMEA and Global Alliances at ScribbleLive,
and founder of its Dubai operation
• Built 100+ of the first commercial websites in the Middle East
including the first e-commerce platform
• BSc. Electronics Engineering, and MBA in Marketing and MIS
from the State University of New York
• Member of Beta Gamma Sigma, AMA, and a Fulbright Scholar
@MagMostafa #digitalzone
$40M
$50M
$68M
$101M
$150M
2015 2016 2017 2018 2019
About ScribbleLive:
A Leading B2B SaaS Company
#6
2017 Best Social Media
Solution
25% 36% 49% 49%
• The above pro forma revenue data includes the revenue for ScribbleLive as well as its pending acquisitions as if those acquisitions
occurred effective January 1, 2015. Revenue in CDN$
1200+ Enterprise Customers
Across Multiple Verticals
Technology Finance Sports Media
Healthcare Consumer Goods Insurance
• Introduction
• Content in the customer’s journey
• The Content Experience Platform
• Actual Use Case Discussions (4)
• Q&A
Agenda
@MagMostafa #digitalzone
We live in a customer-driven world
#customerpower
@MagMostafa #digitalzone
Their journeys change
@MagMostafa #digitalzone
And it’s complicated
@MagMostafa #digitalzone
The evolution of customer-driven
communications
Broadcast Media
1980’s
Internet 1.0
1990’s
Mobile & Social
2000’s
Content Experiences
Today
@MagMostafa #digitalzone
Content Experiences fuel
the new demands of marketing
@MagMostafa #digitalzone
The Content Experience Economy
71% of buyers begin their purchase
journeys by using a search engine
The average B2B purchase has
5 stakeholders, each with different
content needs
@MagMostafa #digitalzone
Competing on Content Experiences
Data driven Strategic Relevant Engaging Omni channel
@MagMostafa #digitalzone
We believe content is the fourth dimension of
competition and the key differentiation opportunity
for today’s enterprise.
@MagMostafa #digitalzone
@MagMostafa #digitalzone
Key Challenges
Creating connected
experiences
Team silos
Addressing customer
needs
Understanding content
performance
@MagMostafa #digitalzone
EvaluationConsideration
Trigger Purchase
ADVOCATEADOPTION
THE
LOYALTY
LOOP
EbookMicrosite
White paper
Infographics
Case Study
Presentation
UGC
Social
Content
Video
Product
Guide
Product
Video
Own the Journey
@MagMostafa #digitalzone
The Content Experience Platform
Optimize and accelerate the content lifecycle
Insights Plan Visually ion
interactive
Engage Trapit Search
@MagMostafa #digitalzone
Content as a competitive advantage:
use case discussions
@MagMostafa #digitalzone
@MagMostafa #digitalzone
Content
Team
Spreadsheet
Internal
Agency/Freelance
Distribution
Audience
• Disconnected messaging leads to confusion
• Content doesn’t speak to “me”
• No way to truly engage
Brand
• Content creation happening in silos
• Lack of transparency across teams
• Wasted resources, budget
Building and monetizing audiences through content
Data-driven strategy, integrated channels
Content
Team
Audience
• Consumes content that adds value
• Multiple opportunities to engage
• Builds relationship with brand
Brand
• Data informs strategy, validates content ideas
• Strategic content creation
• Integrated channels serve business objectives
Data
Insights
Brief
Strategy & Workflow
Content Creation
Interest
Leads
$ Opportunities
Performance
Insight
Talent
Building and monetizing audiences through content
Data-driven strategy, integrated channels
What if you could breathe life into
your content to enhance the
experience?
@MagMostafa #digitalzone
Employee
• Requires them to be motivated
• Heavily reliant on tribal knowledge
• Systems disjointed
HR, Sales Ops,
GTM Leads Talent
=
Brand
• Challenge to keep all content updated
• Incomplete data
• Long ramp times
Enable more effective Talent Knowledge Management
Shorten ramp times – increase efficiencies
Enable more effective Talent Knowledge Management
Shorten ramp times – increase efficiencies
Talent
HR, Sales Ops,
GTM Leads
Employee
• Personalized content tailored to role
• Easy to consume & relevant
• Updated real time
Brand
• Applies across multiple disciplines i.e. sales, product
marketing, HR, engineering etc.
• Increase revenues
• Puts employees on rapid path to success
• Increased productivity and employee’s speed to value
X
What if you were able to engage with
Every member of your audience, like they
were there in person?
@MagMostafa #digitalzone
More effective and engaging events
Implementing strategy and interactive experiences
Sales
Demand Gen
Events Team
Marketing
Execs
Spreadsheet
Agencies
Freelance
Agencies
Freelance
Agencies
The Event
In person
Audience
Audience
• Limited opportunity to engage with content, brand
• Social experience is out of context
Brand
• Lack of central strategy leaves key stakeholders out of the loop
• Audience, customer reach is limited to in person attendees
Social
?
Audience
• Attendees are able to interact, in person and virtually
• Consistent content experiences, across all channels
Brand
• Key stakeholders are central to success of event
• Central strategy drives consistent content and messaging
• Maximized audience reach and engagement
Data
Insights
Demand Gen
Events Team
Sales
Marketing
Execs
Strategy & Workflow
Brief
Content Creation
Talent
The Event
Interactive / Live
Experience
In person
Audience
Social
More effective and engaging events
Implementing strategy and interactive experiences
Produce top quality Content more
frequently with lightening speed and
at a fraction of the typical cost!
@MagMostafa #digitalzone
A better way to create content
Software & Talent to maximize the creative process
Agencies &
Freelancers
Agencies & Freelancers
• Numerous people & process hurdles
• People overhead + additional cycles
= $$$
Content Experience Platform
• Strategic creative brief + collaborative platform
to streamline process
• Spend $ on experienced, specialized talent
Internal
Content Team
Content Experience
Platform
Creative Development &
Production
Creative Development & Production
Creative Development &
Production
Internal Content Team
• Content strategy often overlooked
• Internal distractions lead to long
project timeframes
One Platform for All Your Content
Our powerful software gives you insightful data to set the right strategy,
then brings everyone together to execute flawlessly.
Search Plan Visually Engage Trapition
interactive
Insights
@MagMostafa #digitalzone

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Maged Mostafa Digitalzone Presentation October 20 2017

  • 1. The Content Experience Company How businesses can make content their competitive advantage? Digitalzone17 - Istanbul October, 20, 2017 @MagMostafa #digitalzone
  • 2. About Maged Mostafa Measure Ideation • Executive and entrepreneur with multiple tech startup successes and an IPO • Managing Director of EMEA and Global Alliances at ScribbleLive, and founder of its Dubai operation • Built 100+ of the first commercial websites in the Middle East including the first e-commerce platform • BSc. Electronics Engineering, and MBA in Marketing and MIS from the State University of New York • Member of Beta Gamma Sigma, AMA, and a Fulbright Scholar @MagMostafa #digitalzone
  • 3. $40M $50M $68M $101M $150M 2015 2016 2017 2018 2019 About ScribbleLive: A Leading B2B SaaS Company #6 2017 Best Social Media Solution 25% 36% 49% 49% • The above pro forma revenue data includes the revenue for ScribbleLive as well as its pending acquisitions as if those acquisitions occurred effective January 1, 2015. Revenue in CDN$
  • 4. 1200+ Enterprise Customers Across Multiple Verticals Technology Finance Sports Media Healthcare Consumer Goods Insurance
  • 5. • Introduction • Content in the customer’s journey • The Content Experience Platform • Actual Use Case Discussions (4) • Q&A Agenda @MagMostafa #digitalzone
  • 6. We live in a customer-driven world #customerpower @MagMostafa #digitalzone
  • 9. The evolution of customer-driven communications Broadcast Media 1980’s Internet 1.0 1990’s Mobile & Social 2000’s Content Experiences Today @MagMostafa #digitalzone
  • 10. Content Experiences fuel the new demands of marketing @MagMostafa #digitalzone
  • 11. The Content Experience Economy 71% of buyers begin their purchase journeys by using a search engine The average B2B purchase has 5 stakeholders, each with different content needs @MagMostafa #digitalzone
  • 12. Competing on Content Experiences Data driven Strategic Relevant Engaging Omni channel @MagMostafa #digitalzone
  • 13. We believe content is the fourth dimension of competition and the key differentiation opportunity for today’s enterprise. @MagMostafa #digitalzone
  • 15. Key Challenges Creating connected experiences Team silos Addressing customer needs Understanding content performance @MagMostafa #digitalzone
  • 16. EvaluationConsideration Trigger Purchase ADVOCATEADOPTION THE LOYALTY LOOP EbookMicrosite White paper Infographics Case Study Presentation UGC Social Content Video Product Guide Product Video Own the Journey @MagMostafa #digitalzone
  • 17. The Content Experience Platform Optimize and accelerate the content lifecycle Insights Plan Visually ion interactive Engage Trapit Search @MagMostafa #digitalzone
  • 18. Content as a competitive advantage: use case discussions @MagMostafa #digitalzone
  • 20. Content Team Spreadsheet Internal Agency/Freelance Distribution Audience • Disconnected messaging leads to confusion • Content doesn’t speak to “me” • No way to truly engage Brand • Content creation happening in silos • Lack of transparency across teams • Wasted resources, budget Building and monetizing audiences through content Data-driven strategy, integrated channels
  • 21. Content Team Audience • Consumes content that adds value • Multiple opportunities to engage • Builds relationship with brand Brand • Data informs strategy, validates content ideas • Strategic content creation • Integrated channels serve business objectives Data Insights Brief Strategy & Workflow Content Creation Interest Leads $ Opportunities Performance Insight Talent Building and monetizing audiences through content Data-driven strategy, integrated channels
  • 22. What if you could breathe life into your content to enhance the experience? @MagMostafa #digitalzone
  • 23. Employee • Requires them to be motivated • Heavily reliant on tribal knowledge • Systems disjointed HR, Sales Ops, GTM Leads Talent = Brand • Challenge to keep all content updated • Incomplete data • Long ramp times Enable more effective Talent Knowledge Management Shorten ramp times – increase efficiencies
  • 24. Enable more effective Talent Knowledge Management Shorten ramp times – increase efficiencies Talent HR, Sales Ops, GTM Leads Employee • Personalized content tailored to role • Easy to consume & relevant • Updated real time Brand • Applies across multiple disciplines i.e. sales, product marketing, HR, engineering etc. • Increase revenues • Puts employees on rapid path to success • Increased productivity and employee’s speed to value X
  • 25. What if you were able to engage with Every member of your audience, like they were there in person? @MagMostafa #digitalzone
  • 26. More effective and engaging events Implementing strategy and interactive experiences Sales Demand Gen Events Team Marketing Execs Spreadsheet Agencies Freelance Agencies Freelance Agencies The Event In person Audience Audience • Limited opportunity to engage with content, brand • Social experience is out of context Brand • Lack of central strategy leaves key stakeholders out of the loop • Audience, customer reach is limited to in person attendees Social ?
  • 27. Audience • Attendees are able to interact, in person and virtually • Consistent content experiences, across all channels Brand • Key stakeholders are central to success of event • Central strategy drives consistent content and messaging • Maximized audience reach and engagement Data Insights Demand Gen Events Team Sales Marketing Execs Strategy & Workflow Brief Content Creation Talent The Event Interactive / Live Experience In person Audience Social More effective and engaging events Implementing strategy and interactive experiences
  • 28. Produce top quality Content more frequently with lightening speed and at a fraction of the typical cost! @MagMostafa #digitalzone
  • 29. A better way to create content Software & Talent to maximize the creative process Agencies & Freelancers Agencies & Freelancers • Numerous people & process hurdles • People overhead + additional cycles = $$$ Content Experience Platform • Strategic creative brief + collaborative platform to streamline process • Spend $ on experienced, specialized talent Internal Content Team Content Experience Platform Creative Development & Production Creative Development & Production Creative Development & Production Internal Content Team • Content strategy often overlooked • Internal distractions lead to long project timeframes
  • 30. One Platform for All Your Content Our powerful software gives you insightful data to set the right strategy, then brings everyone together to execute flawlessly. Search Plan Visually Engage Trapition interactive Insights @MagMostafa #digitalzone