"If you want to manage content across channels and in a topic-centered way, you can no longer avoid Scompler !"

The topic architecture is the heart of Scompler. Here, topics, stories and contributions are clearly structured and aligned with a central content mission, either the brand or a central idea developed specifically for content marketing. The content is planned in stories across all channels, whether for social media, SEO, press releases, intranet news or website texts

Dear customers, prospective customers, fans, critics and revered skeptics,

The world of communication has changed dramatically in the last five years, and corona has now brought another turning point. Two things have become particularly clear in recent months: On the one hand, only a few companies are well enough positioned technically, culturally and organizationally to adequately manage the complexity of communication in today's world. The keywords here are "new work" and "home office", but also "silos", "digitalization" and "crisis communication". When two of these come together, it usually becomes overwhelming.

On the other hand, companies would do well not only to reposition themselves organizationally, but also to sustainably change the way they communicate, especially if they want to play a role in the lives of their customers in the future. To achieve this, it is no longer enough to simply focus your marketing on visibility, reach, attention or content-free engagement - and certainly not to simply "play on channels". The competition is too strong for that, messages are too interchangeable, content is simply too much, consumers are too critical and generic emotionalization is too omnipresent.

Meaning is the new emotion!

It is much more important to use a clear story to consistently convey authenticity and individual meaning across all channels - both internally and externally. If you fail to do this, it will become increasingly difficult to reach your customers and stakeholders at all. And this applies to every company, whether B2B or B2C, whether small, large or corporate, and whether a commercial enterprise, NGO or political party.

In order to achieve this, we all face a complex and challenging task - every single communication discipline in the company as well as consultants and agencies. However, the solutions that have been increasingly discussed in recent months and years are only of very limited help, especially if they are only isolated solutions: the "newsroom" as well as "content marketing" and "purpose", but also "marketing automation", "artificial intelligence (AI)" and "big data". They must not remain just a technical shell, they must be filled with life and meaning.

"90% of brands will practice at least one form of marketing personalization, but content will be the bottleneck and cause of failure."

(Gartner, Magic Quadrant Content Marketing Platforms, April 2019)

And that means: for a newsroom, it is not enough to set up a room with a high table and a large monitor if the corresponding processes are not practiced and the attitude behind the newsroom is not lived. For content marketing, it is not enough to suddenly design white papers, podcasts and how-tos instead of brochures, flyers and advertisements if you don't actually create benefits with them. Likewise, SEO is useless if you only produce hundreds of keyword-optimized texts that do not generate any authority or credibility. And "Purpose" falls short if you only produce an advertising campaign with a touching or inspiring video, but then only attach a call-to-action "Buy now" (or: "Become a member now").

The collaboration and workflow functions play an important role at Scompler . They replace e-mail and enable transparent collaboration in real time - a factor that is currently becoming increasingly important when employees are working from different locations, including home offices. Please click on the enlargement icon to see the screens in full screen.

On the other hand, the potential for tactical optimization is far from exhausted, and new technologies such as artificial intelligence (AI), natural language processing (NLP) and automation will simplify the work of employees in the future and contribute to increased efficiency and effectiveness.

"A fool with a tool is still a fool."

(Internet)

But technology alone cannot perform the most important task, namely providing context, meaning and orientation. Above all, this requires cross-disciplinary communication structures, a clear communication mission that is supported by all employees and a new quality of transparency and collaboration. "Integrated communication" has been a utopia for decades. In the hyper-connected world, however, it is now a necessity - and thanks to new insights, methods and technologies, this necessity can also be implemented.

Scompler contains every type of content that is produced in the company. This makes Scompler the "single point of truth". The many different views, which can be customized using intelligent filters, create both an overview and transparency. In addition, a sophisticated rights management system allows you to define who can see what. Please click on the enlargement icon to see the screens in full screen.

Good songs instead of loud sounds, "La Mannschaft" instead of individual actions

In our opinion, companies are currently focusing too much on improving the individual skills of their individual disciplines, the 'how' so to speak. It's like the members of an orchestra wanting to play louder and louder, or the individual players of a soccer team wanting to play more and more spectacularly. Operational skills are important, but the greatest potential lies in the interaction, i.e. the 'what' and above all the 'why': orchestras not only have to produce lots of loud sounds, but also the right song together. And in soccer today, it is the game systems, i.e. "the team", that win, not the individual players. It is not uncommon for a team of perfectly coordinated mediocre players to be superior to an ensemble of egocentric superstars.

Without professional orchestration, the expectations of communication in terms of a corporate mission can no longer be fulfilled.

Thomas Kötter, Head of Communications Flughafen Düsseldorf GmbH

However, organizing communication as an overall system is not possible with Excel, e-mail and SharePoint. To manage complexity, you need technology specialized in communication management, and this must be supported by an integrated approach. This is the mission and domain of Scompler. Scompler enables companies to manage communication and marketing across the board, both strategically and operationally. And technology and methodology play hand in hand at Scompler . This also changes the role of agencies and consultants, who can then provide more specific ideas and support as coaches and enablers. With the right introduction, Scompler suddenly makes what was previously complex and overwhelming simple and manageable.

Various other tools can be seamlessly integrated into Scompler via SSO (single sign-on), such as Pressrelations for media monitoring or Fanpage Karma for community management. We also aggregate a whole range of data, e.g. from web analytics and performance data from social media platforms. Please click on the enlargement icon to see the screens in full screen.

Scompler has achieved an impressive performance in the last two years under its own steam and from cash flow alone. The software has made great strides forward, both technically and in terms of user experience, and we have acquired highly renowned companies from Germany, Switzerland and Austria as customers. Our customers come from almost all size categories and work with between five and two hundred employees at Scompler , including Deutsche Bahn, Geberit, Nestle, BASF, HRS, Düsseldorf Airport and, more recently, ADAC, Commerzbank and Merck. For these customers, we are increasingly becoming the "content command center" that connects the resources with the applications in a meaningful way, i.e. the expertise of the specialist departments with the communication disciplines and these in turn with each other: from SEO to social media, from brand management and PR to sales and internal communication as well as HR and employer branding.

In the past, we stumbled from concept paper to concept paper. We did not succeed in operationalizing this. Scompler guides us both in terms of methodology and systematics. Day-to-day business is always strategically aligned with the content strategy and communication is transparent for everyone.

Christoph Bitter, Head of Strategic Marketing, Salvation Army Switzerland

Scompler also contains a whole range of tools that make operational work much easier. These include text checks, automatic posting to social networks, image editing and much more. Please click on the enlargement icon to see the screens in full screen.

Stop thinking from the channel

We will invest the money from the investment in the further expansion of the SaaS solution (Software as a Service). We will also strengthen our consulting and support services and expand our network of strategic consulting partners. We have already made a start and are in talks with many more great consultants. Our customers' requirements are very diverse. On the surface, they want and need things to be simple, but the underlying communication processes are complex. Scompler makes these complex processes easy to manage. In this way, we also support and enable the necessary change in the company, which must be accompanied. If Scompler is introduced correctly, our customers are already working productively according to the new processes after just a few weeks and then continue to develop further. In this way, Scompler becomes a catalyst for real change.

One of our most important strategic tasks as a bank is to become consistently digital. 'Consistently digital' is synonymous with 'consistently customer-oriented'. This is not only a technical task, but above all a communicative one, for which content plays a decisive role.

Richard Lips, Divisional Board Member Group Communications Commerzbank

Over the next few months, we will continue to expand our topic management, the strategic core of Scompler, and we will strengthen the social media and publishing features, especially the connection to other platforms. We are also looking forward to introducing further innovative technologies soon, such as the integration of AI to better understand topics. Above all, the many implementations in recent years have helped us to better recognize the actual DNA of communication. We realize that a good topic architecture is the key. It is the game plan, the score, so to speak, for the entire team. And we are getting better and better at operationalizing the strategy and the game plan in everyday life.

We are looking forward to the coming months and believe that we can achieve great things together with our customers and partners despite the current difficulties.