Scompler Content Marketing Platform

Copyright Scompler GmbH (all rights reserved) 1
On the way to the Content Company
From a marketing technique to a management discipline
Mirko Lange, Scompler/ScribbleLive

The key challenges:

Creating connected
experiences
Breaking up
internal silos
Understanding
content performance
Identifying and
addressing customer
needs
The key challenges:

This is what we are here for
SCOM = Strategic Content Marketing

How it all started
 Created form a consulting business, based on a big
project with “Deutsche Bahn” in 2013
 Triggered by the finding that Excel “can’t do that”,
and other software isn’t good enough
 Driven by the will to help companies creating
better content instead of just more
 Committed enabling companies to not only develop
effective strategies but also to operationalize them
in their daily work!

One thing is sure: Excel isn‘t sufficient…

Powered by ScribbleLive from Toronto, Canada, since 2016
#6
 More than 150 employees, 30m + Dollar revenue
 Office in Toronto, New York, San Francisco,
London, Berlin, Munich and Dubai
 Strong presence in Europe with “ScribbleLive
Engage”, a live blogging platform mainly for media
 Solidly funded by a group of strong investors
 Strong product portfolio along the content value
chain
Toronto Office

ScribbleLive portfolio: Scompler
Editorial Calendar
Personas
Strategy

Visually: Content creation with 1,500+ Content Experts plus great technology
Video Infographic Microsite Presentation Social Content Writing Photography

Engage: Interactive Content Experiences across every digital device
UGC and Social Live Blogs, Q&A,
Commenting
Polls and Quizzes

Search: Create better, more effective content with our SEO Platform.

Current customers in Germany (consulting and software)
Munich Office

Worldwide 1000+ Enterprise ScribbleLive Customers Across Multiple Verticals

The main idea of SCOMpler: A clear process with strategy at the centre
Topic
plan
Story-
boards
EditorialPlan
+ Briefing
Content
storage
Content
Performance
Content
Reports
3. Story-
boarding
2. Ideation
and topic
Management
4. Content
planning
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy
incl. Personas, Customer
Journey and „Core Story“

And all of this has a clear purpose
Topic
plan
Story-
boards
EditorialPlan
+ Briefing
Content
storage
Content
Performance
Content
Reports
3. Story-
boarding
2. Ideation
and topic
Management
4. Content
planning
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy
Ideation & Topic Management
Ensures that all relevant topics and
issues will be considered – and
ONLY relevant topics and issues.
Storyboarding:
Ensures connected content
experiences relevant to the needs
of the different stakeholders.
Content Planning:
Ensures that all content will be
produced with the right purpose by
the right people at the right time
and creates perfect briefings.
Content Analytics & Reports
Ensures that you can learn from the
performance of your content and
amend your strategy.
Content storage & distribution
Ensures that content will be used
and repurposed and that it can be
distributed easily.
Content production workflow
Ensures that content will be
produced according to your
defined guidelines.

So how does Scompler look like?

This is one of the central views of Scompler: The calendar!

Or alternatively the yearly view

But let’s start from the beginning: How to create a content strategy in Scompler?
Topic
Plan
Story
Boards
EditorialPlan
+ Briefing
Content
storage
Content
Performance
Content
Reports
3. Story-
boarding
2. Ideation
and topic
Management
4. Content
planning
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy

In Scompler, you can model each one of your personas

This includes several attributes which you can apply to your persona

You can also select a wide range of attributes for content marketing

You can add all your attributes individually…

copyright Scompler GmbH (alle Rechte vorbehalten)25
You can also add descriptions and assign each attribute to one or more personas

copyright Scompler GmbH (alle Rechte vorbehalten) 26
The content strategy is available to view as a whole document for everybody

And for security reasons, users, teams and roles can be defined easily

And we can define different rights for the users (strategy for admins only)

Step 2: How do we create our topic plan
Topic
Plan
Story
Boards
EditorialPlan
+ Briefing
Content
storage
Content
Performance
Content
Reports
3. Story-
boarding
2. Ideation
and topic
Management
4. Content
planning
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy

First we create a mission and categories…

Then we can create topics in each category

And in every topic we can create „stories“: How does the topic affect our personas?

You will get further information on „roll-over“

As well as further information about the persona

On click you can edit all the details of the story

And you will see all the stories in your yearly calendar…

Step 3: How do we create the storyboards?
Topic
Plan
Story
Boards
EditorialPlan
+ Briefing
Content
storage
Content
Performance
Content
Reports
3. Story-
boarding
2. Ideation
and topic
Management
4. Content
planning
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy
(incl. Personas, Customer
Journey and
„Core Story“)

In each story, we can see the parameters we created for the strategy…

And we can define which of the global options suit to the story

Now you can create different types of content for the story

The content types are freely definable in your strategy section

And finally we have created several content pieces for several personas

You have a perfect overview of all the key information (columns customizable)

You will always see further information on roll-over

You can also add tasks directly to our story (which can be considered as a campaign)

Again, you can see the whole story incl. content and tasks in the calendar, too.

Step 4: The Content Planning
Themen
Plan
EditorialPlan
+ Briefing
Content
storage
Content
Performance
Content
Reports
2. Ideation
and topic
Management
4. Content
planning
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy
Journey and
„Core Story“)
Story
Boards
3. Story-
boarding

For each piece of content, you can define all the relevant data for the production

We can also apply different people to different roles (and we see all activities)

You can also upload every kind of material (documents, files, pictures, links, …)

And finally you can select the approporiate strategic attributes…

Attributes, which we have been specified in the story are marked orange…

And attributes specified in the persona will be marked blue…

Now you can select the appropriate attribute (here: the goal)

All attributes will be explained on mouse over

Finally you can print (or export to PDF) a content brief with all the information

Step 5: Content Production
Themen
Plan
Content
Performance
Content
Reports
2. Ideation
and topic
Management
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy
Journey and
„Core Story“)
Story
Boards
3. Story-
boarding
EditorialPlan
+ Briefing
4. Content
planning
Content
storage

You can use the integrated editor to produce the content

Alternatively you can upload a file, for example a Microsoft Office document

Or you can connect Scompler to cloud storage, such as Google Drive or OneDrive

You can comment and discuss the text with other users…

And you can control the workflow

The workflow is completely customizable

A checklist makes sure that you considered each of the strategic aspects

Again, all attributes will be explained on roll-over

Again, you can add tasks to the content and assign them to certain people

And if the content is ready, you can send it to other people for sign off

Again: All articles and tasks will show up in the calendar

And all items can be moved via drag & drop

Step 6: Content Storage and Content Distribution
Themen
Plan
Content
storage
Content
Performance
Content
Reports
2. Ideation
and topic
Management
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy
Journey and
„Core Story“)
Story
Boards
3. Story-
boarding
EditorialPlan
+ Briefing
4. Content
planning

All articles will also show up in the editorial plan

And here they can be filtered in a number of ways…

But you will also find every content, topic or story via our global search

And you can connect Scompler to almost every platform which has an API

Including to a CMS as well as Analytics

So you can post each article automatically, also at a pre-defined time

Step 7: Content Analytics and Reports
Themen
Plan
Content
Performance
Content
Reports
2. Ideation
and topic
Management
5. Content
production
workflow
7. Content
analytics
1. Content
Strategy
Journey and
„Core Story“)
Story
Boards
3. Story-
boarding
EditorialPlan
+ Briefing
4. Content
planning
6. Content
distribution
Content
storage

We aggregate the available performance data for every piece of content

There is also analytics integrated in the editorial plan

And we provide reporting about all manner of content

And then you can amend your strategy and start all over again!
Topic
plan
Story-
boards
EditorialPlan
+ Briefing
Content
storage
Content
Performance
Content
Reports
3. Story-
boarding
2. Ideation
and topic
Management
4. Content
planning
5. Content
production
workflow
6. Content
distribution
7. Content
analytics
1. Content
Strategy

Wrap up
Ensure your team is
delivering on the right
objectives
Stop wasting budget
and resources on
ineffective content
Know your
strategy is properly
implemented
The platform is
available both, in
German and English

Thank you very much
Mirko Lange
Founder and managing director Scompler
VP strategic consulting ScribbleLive Inc.
+49 (177) 27 40 778
mirko@scribblelive.com
http://www.scompler.com

Scompler Content Marketing Platform

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