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Maged Mostafa @Digitalzone - How Businesses Can Make Content Their Competitive Advantage

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Maged Mostafa from ScribbleLive was at Digitalzone stage on October 20, 2017.

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Maged Mostafa @Digitalzone - How Businesses Can Make Content Their Competitive Advantage

  1. 1. The Content Experience Company How businesses can make content their competitive advantage? Digitalzone17 - Istanbul October, 20, 2017 @MagMostafa #digitalzone
  2. 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 established its Dubai operation • Built 100+ of the very 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. 3. $40M $50M $68M $101M $150M 2015 2016 2017 2018 2019 About ScribbleLive: A Leading B2B SaaS Company #6 2017 Best Social Media Solution 25% 36% 49% 49% • The above pro forma revenue data includes the revenuefor ScribbleLive as well as its pending acquisitions as if those acquisitions occurred effective January 1, 2015. Revenue in CDN$
  4. 4. 1200+ Enterprise Customers Across Multiple Verticals Technology Finance Sports Media Healthcare Consumer Goods Insurance
  5. 5. • Introduction • Content in the customer’s journey • The Content Experience Platform • Actual Use Case Discussions (4) • Q&A Agenda @MagMostafa #digitalzone
  6. 6. We live in a customer-driven world #customerpower @MagMostafa #digitalzone
  7. 7. Their journeys change @MagMostafa #digitalzone
  8. 8. And it’s complicated @MagMostafa #digitalzone
  9. 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. 10. Content Experiences fuel the new demands of marketing @MagMostafa #digitalzone
  11. 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. 12. Competing on Content Experiences Data driven Strategic Relevant Engaging Omni channel @MagMostafa #digitalzone
  13. 13. We believe content is the fourth dimension of competition and the key differentiation opportunity for today’s enterprise. @MagMostafa #digitalzone
  14. 14. @MagMostafa #digitalzone
  15. 15. Key Challenges Creating connected experiences Team silos Addressing customer needs Understanding content performance @MagMostafa #digitalzone
  16. 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. 17. The Content Experience Platform Optimize and accelerate the content lifecycle Insights Plan Visually ion interactive Engage Trapit Search @MagMostafa #digitalzone
  18. 18. Content as a competitive advantage: use case discussions @MagMostafa #digitalzone
  19. 19. @MagMostafa #digitalzone
  20. 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. 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. 22. What if you could breathe life into your content to enhance the experience? @MagMostafa #digitalzone
  23. 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. 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. 25. What if you were able to engage with Every member of your audience, like they were there in person? @MagMostafa #digitalzone
  26. 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. 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. 28. Produce top quality Content more frequently with lightening speed and at a fraction of the typical cost! @MagMostafa #digitalzone
  29. 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. 30. One Platform for All Your Content Our powerful software givesyou insightful data to set the right strategy, then bringseveryone togetherto execute flawlessly. Search Plan Visually Engage Trapition interactive Insights @MagMostafa #digitalzone

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