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. 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 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. $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. 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
- 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 givesyou insightful data to set the right strategy, then bringseveryone togetherto execute flawlessly. Search Plan Visually Engage Trapition interactive Insights @MagMostafa #digitalzone