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Scompler Content Marketing Platform

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This is a presentation of the features and functions of the Scompler, the platform for Strategic Content Marketing.

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Scompler Content Marketing Platform

  1. 1. 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
  2. 2. Copyright Scompler GmbH (all rights reserved) 2
  3. 3. The key challenges: Copyright Scompler GmbH (all rights reserved) 3
  4. 4. Creating connected experiences Breaking up internal silos Understanding content performance Identifying and addressing customer needs The key challenges:
  5. 5. This is what we are here for SCOM = Strategic Content Marketing
  6. 6. Copyright Scompler GmbH (all rights reserved) 6 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!
  7. 7. Copyright Scompler GmbH (all rights reserved) 7 One thing is sure: Excel isn‘t sufficient…
  8. 8. Powered by ScribbleLive from Toronto, Canada, since 2016 Copyright Scompler GmbH (all rights reserved) 8 #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
  9. 9. ScribbleLive portfolio: Scompler Copyright Scompler GmbH (all rights reserved) 9 Editorial Calendar Personas Strategy
  10. 10. Visually: Content creation with 1,500+ Content Experts plus great technology Copyright Scompler GmbH (all rights reserved) 10 Video Infographic Microsite Presentation Social Content Writing Photography
  11. 11. Engage: Interactive Content Experiences across every digital device Copyright Scompler GmbH (all rights reserved) 11 UGC and Social Live Blogs, Q&A, Commenting Polls and Quizzes
  12. 12. Search: Create better, more effective content with our SEO Platform. Copyright Scompler GmbH (all rights reserved) 12
  13. 13. Current customers in Germany (consulting and software) Copyright Scompler GmbH (all rights reserved) 13 Munich Office
  14. 14. Worldwide 1000+ Enterprise ScribbleLive Customers Across Multiple Verticals Copyright Scompler GmbH (all rights reserved) 14
  15. 15. The main idea of SCOMpler: A clear process with strategy at the centre Copyright Scompler GmbH (all rights reserved) 15 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“
  16. 16. And all of this has a clear purpose Copyright Scompler GmbH (all rights reserved) 16 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“ 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.
  17. 17. Copyright Scompler GmbH (all rights reserved) 17 So how does Scompler look like?
  18. 18. Copyright Scompler GmbH (all rights reserved) 18 This is one of the central views of Scompler: The calendar!
  19. 19. Copyright Scompler GmbH (all rights reserved) 19 Or alternatively the yearly view
  20. 20. But let’s start from the beginning: How to create a content strategy in Scompler? Copyright Scompler GmbH (all rights reserved) 20 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
  21. 21. Copyright Scompler GmbH (all rights reserved) 21 In Scompler, you can model each one of your personas
  22. 22. Copyright Scompler GmbH (all rights reserved) 22 This includes several attributes which you can apply to your persona
  23. 23. Copyright Scompler GmbH (all rights reserved) 23 You can also select a wide range of attributes for content marketing
  24. 24. Copyright Scompler GmbH (all rights reserved) 24 You can add all your attributes individually…
  25. 25. copyright Scompler GmbH (alle Rechte vorbehalten)25 You can also add descriptions and assign each attribute to one or more personas
  26. 26. copyright Scompler GmbH (alle Rechte vorbehalten) 26 The content strategy is available to view as a whole document for everybody
  27. 27. Copyright Scompler GmbH (all rights reserved) 27 And for security reasons, users, teams and roles can be defined easily
  28. 28. Copyright Scompler GmbH (all rights reserved) 28 And we can define different rights for the users (strategy for admins only)
  29. 29. Step 2: How do we create our topic plan Copyright Scompler GmbH (all rights reserved) 29 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
  30. 30. Copyright Scompler GmbH (all rights reserved) 30 First we create a mission and categories…
  31. 31. Copyright Scompler GmbH (all rights reserved) 31 Then we can create topics in each category
  32. 32. Copyright Scompler GmbH (all rights reserved) 32 And in every topic we can create „stories“: How does the topic affect our personas?
  33. 33. copyright Scompler GmbH (alle Rechte vorbehalten) 33 You will get further information on „roll-over“
  34. 34. copyright Scompler GmbH (alle Rechte vorbehalten) 34 As well as further information about the persona
  35. 35. copyright Scompler GmbH (alle Rechte vorbehalten) 35 On click you can edit all the details of the story
  36. 36. Copyright Scompler GmbH (all rights reserved) 36 And you will see all the stories in your yearly calendar…
  37. 37. Step 3: How do we create the storyboards? Copyright Scompler GmbH (all rights reserved) 37 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“)
  38. 38. copyright Scompler GmbH (alle Rechte vorbehalten) 38 In each story, we can see the parameters we created for the strategy…
  39. 39. copyright Scompler GmbH (alle Rechte vorbehalten) 39 And we can define which of the global options suit to the story
  40. 40. Copyright Scompler GmbH (all rights reserved) 40 Now you can create different types of content for the story
  41. 41. Copyright Scompler GmbH (all rights reserved) 41 The content types are freely definable in your strategy section
  42. 42. Copyright Scompler GmbH (all rights reserved) 42 And finally we have created several content pieces for several personas
  43. 43. Copyright Scompler GmbH (all rights reserved) 43 You have a perfect overview of all the key information (columns customizable)
  44. 44. copyright Scompler GmbH (alle Rechte vorbehalten) 44 You will always see further information on roll-over
  45. 45. Copyright Scompler GmbH (all rights reserved) 45 You can also add tasks directly to our story (which can be considered as a campaign)
  46. 46. Copyright Scompler GmbH (all rights reserved) 46 Again, you can see the whole story incl. content and tasks in the calendar, too.
  47. 47. Copyright Scompler GmbH (all rights reserved) 47 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 (incl. Personas, Customer Journey and „Core Story“) Story Boards 3. Story- boarding
  48. 48. Copyright Scompler GmbH (all rights reserved) 48 For each piece of content, you can define all the relevant data for the production
  49. 49. Copyright Scompler GmbH (all rights reserved) 49 We can also apply different people to different roles (and we see all activities)
  50. 50. Copyright Scompler GmbH (all rights reserved) 50 You can also upload every kind of material (documents, files, pictures, links, …)
  51. 51. Copyright Scompler GmbH (all rights reserved) 51 And finally you can select the approporiate strategic attributes…
  52. 52. copyright Scompler GmbH (alle Rechte vorbehalten) 52 Attributes, which we have been specified in the story are marked orange…
  53. 53. copyright Scompler GmbH (alle Rechte vorbehalten) 53 And attributes specified in the persona will be marked blue…
  54. 54. copyright Scompler GmbH (alle Rechte vorbehalten) 54 Now you can select the appropriate attribute (here: the goal)
  55. 55. copyright Scompler GmbH (alle Rechte vorbehalten) 55 All attributes will be explained on mouse over
  56. 56. Copyright Scompler GmbH (all rights reserved) 56 Finally you can print (or export to PDF) a content brief with all the information
  57. 57. Copyright Scompler GmbH (all rights reserved) 57 Finally you can print (or export to PDF) a content brief with all the information
  58. 58. Copyright Scompler GmbH (all rights reserved) 58 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 (incl. Personas, Customer Journey and „Core Story“) Story Boards 3. Story- boarding EditorialPlan + Briefing 4. Content planning Content storage
  59. 59. Copyright Scompler GmbH (all rights reserved) 59 You can use the integrated editor to produce the content
  60. 60. Copyright Scompler GmbH (all rights reserved) 60 Alternatively you can upload a file, for example a Microsoft Office document
  61. 61. Copyright Scompler GmbH (all rights reserved) 61 Or you can connect Scompler to cloud storage, such as Google Drive or OneDrive
  62. 62. Copyright Scompler GmbH (all rights reserved) 62 You can comment and discuss the text with other users…
  63. 63. Copyright Scompler GmbH (all rights reserved) 63 And you can control the workflow
  64. 64. copyright Scompler GmbH (alle Rechte vorbehalten) 64 The workflow is completely customizable
  65. 65. copyright Scompler GmbH (alle Rechte vorbehalten) 65 A checklist makes sure that you considered each of the strategic aspects
  66. 66. copyright Scompler GmbH (alle Rechte vorbehalten) 66 Again, all attributes will be explained on roll-over
  67. 67. copyright Scompler GmbH (alle Rechte vorbehalten) 67 Again, you can add tasks to the content and assign them to certain people
  68. 68. copyright Scompler GmbH (alle Rechte vorbehalten) 68 And if the content is ready, you can send it to other people for sign off
  69. 69. copyright Scompler GmbH (alle Rechte vorbehalten) 69 Again: All articles and tasks will show up in the calendar
  70. 70. copyright Scompler GmbH (alle Rechte vorbehalten) 70 And all items can be moved via drag & drop
  71. 71. Copyright Scompler GmbH (all rights reserved) 71 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 (incl. Personas, Customer Journey and „Core Story“) Story Boards 3. Story- boarding EditorialPlan + Briefing 4. Content planning
  72. 72. Copyright Scompler GmbH (all rights reserved) 72 All articles will also show up in the editorial plan
  73. 73. Copyright Scompler GmbH (all rights reserved) 73 And here they can be filtered in a number of ways…
  74. 74. Copyright Scompler GmbH (all rights reserved) 74 And here they can be filtered in a number of ways…
  75. 75. copyright Scompler GmbH (alle Rechte vorbehalten) 75 But you will also find every content, topic or story via our global search
  76. 76. copyright Scompler GmbH (alle Rechte vorbehalten) 76 But you will also find every content, topic or story via our global search
  77. 77. Copyright Scompler GmbH (all rights reserved) 77 And you can connect Scompler to almost every platform which has an API
  78. 78. Copyright Scompler GmbH (all rights reserved) 78 Including to a CMS as well as Analytics
  79. 79. Copyright Scompler GmbH (all rights reserved) 79 So you can post each article automatically, also at a pre-defined time
  80. 80. Copyright Scompler GmbH (all rights reserved) 80 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 (incl. Personas, Customer Journey and „Core Story“) Story Boards 3. Story- boarding EditorialPlan + Briefing 4. Content planning 6. Content distribution Content storage
  81. 81. Copyright Scompler GmbH (all rights reserved) 81 We aggregate the available performance data for every piece of content
  82. 82. Copyright Scompler GmbH (all rights reserved) 82 There is also analytics integrated in the editorial plan
  83. 83. Copyright Scompler GmbH (all rights reserved) 83 And we provide reporting about all manner of content
  84. 84. Copyright Scompler GmbH (all rights reserved) 84 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 incl. Personas, Customer Journey and „Core Story“
  85. 85. Copyright Scompler GmbH (all rights reserved) 85 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
  86. 86. Copyright Scompler GmbH (all rights reserved) 86 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

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