Maged Mostafa presented on how businesses can make content their competitive advantage. He discussed how customer journeys have evolved and how content experiences now fuel marketing. Businesses need to compete on strategic, relevant, engaging, and omni-channel content experiences. Mostafa then presented four use cases showing how the ScribbleLive content experience platform can help businesses optimize their content lifecycle, enable more effective talent management, engage virtual audiences for events, and produce high-quality content more efficiently.
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
$150M
2015 2016 2017 2018 2019
About ScribbleLive:
A Leading B2B SaaS Company
#6
2017 Best Social Media
Solution
25% 36% 49% 49%
• The above pro forma revenue data includes the revenue for ScribbleLive as well as its pending acquisitions as if those acquisitions
occurred effective January 1, 2015. Revenue in CDN$
5. • Introduction
• Content in the customer’s journey
• The Content Experience Platform
• Actual Use Case Discussions (4)
• Q&A
Agenda
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6. We live in a customer-driven world
#customerpower
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9. The evolution of customer-driven
communications
Broadcast Media
1980’s
Internet 1.0
1990’s
Mobile & Social
2000’s
Content Experiences
Today
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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
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12. Competing on Content Experiences
Data driven Strategic Relevant Engaging Omni channel
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13. We believe content is the fourth dimension of
competition and the key differentiation opportunity
for today’s enterprise.
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17. The Content Experience Platform
Optimize and accelerate the content lifecycle
Insights Plan Visually ion
interactive
Engage Trapit Search
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18. Content as a competitive advantage:
use case discussions
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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?
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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!
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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