scompler content marketing platform

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On the way to the Content CompanyFrom a marketing technique to a management disciplineMirko 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

PersonasStrategy

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

Editorial Plan+ Briefing

Contentstorage

ContentPerformance

ContentReports

3. Story-boarding

2. Ideation and topic

Management

4. Contentplanning

5. Contentproductionworkflow

6. Content distribution

7. Content analytics

1. ContentStrategy

incl. Personas, Customer Journey and „Core Story“

And all of this has a clear purpose


Topic plan

Story-boards


Contentstorage

ContentPerformance

ContentReports

3. Story-boarding


Management

4. Contentplanning




1. ContentStrategy


Ideation & Topic ManagementEnsures 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 & ReportsEnsures that you can learn from the performance of your content and amend your strategy.

Content storage & distributionEnsures that content will be used and repurposed and that it can be distributed easily.

Content production workflowEnsures 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?


TopicPlan

StoryBoards


Contentstorage

ContentPerformance

ContentReports

3. Story-boarding


Management

4. Contentplanning




1. ContentStrategy


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…

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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


TopicPlan

StoryBoards


Contentstorage

ContentPerformance

ContentReports

3. Story-boarding


Management

4. Contentplanning




1. ContentStrategy


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?


TopicPlan

StoryBoards


Contentstorage

ContentPerformance

ContentReports

3. Story-boarding


Management

4. Contentplanning




1. ContentStrategy

(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

ThemenPlan


Contentstorage

ContentPerformance

ContentReports


Management

4. Contentplanning




1. ContentStrategy


StoryBoards

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

ThemenPlan

ContentPerformance

ContentReports


Management




1. ContentStrategy


StoryBoards

3. Story-boarding


4. Contentplanning

Contentstorage


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

ThemenPlan

Contentstorage

ContentPerformance

ContentReports


Management




1. ContentStrategy


StoryBoards

3. Story-boarding


4. Contentplanning


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

ThemenPlan

ContentPerformance

ContentReports


Management



1. ContentStrategy


StoryBoards

3. Story-boarding


4. Contentplanning


Contentstorage


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


Contentstorage

ContentPerformance

ContentReports

3. Story-boarding


Management

4. Contentplanning




1. ContentStrategy



Wrap up

Ensure your team is delivering on the right

objectives

Stop wasting budget and resources on

ineffective content

Know yourstrategy is properly

implemented

The platform is available both, in

German and English


Thank you very much

Mirko LangeFounder and managing director ScomplerVP strategic consulting ScribbleLive Inc.

+49 (177) 27 40 [email protected]://www.scompler.com