A Changing Paradigm: Is Your Content Strategy Keeping Up?


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Technology’s continued evolution is changing customer expectations and needs, offering content strategists new opportunities and challenges in the race to win “share of mind.” To reach this empowered, digitally connected audience, content providers must offer information that’s timely, relevant and integrated into (and across) the products and tools consumers use every day.

Published in: Technology, Business

A Changing Paradigm: Is Your Content Strategy Keeping Up?

  1. 1. A Changing Paradigm: Is Your Content Strategy Keeping Up?
  2. 2. “It is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.” — Clay Shirky, author and professor
  3. 3. 1.  Introduction AGENDA 2.  Technologies + Opportunities 3.  Discussion 3
  4. 4. INTRODUCTION Content strategy and storytelling at SapientNitro
  6. 6. CONTENT STRATEGY AT SAPIENTNITRO Content strategy is the systematic, thoughtful approach to surfacing the most relevant, effective and appropriate content at the most opportune time, to the appropriate user, to achieve a company’s strategic business objectives. Content Experience Content Delivery What is the content experience for the end user? What goes into a digital solution, and to which user(s) is it targeted? What model is necessary to acquire, create, maintain and optimize content? Content Governance What operational processes and mechanisms are required to ensure the continued success of content? 6
  7. 7. STORYTELLING THEN In the past, the brand story was king; a great ad campaign and robust media plan were the tools of choice to drive consumer behavior and ensure success. A push-driven brand economy. 7
  8. 8. STORYTELLING NOW Connected consumers are a fast-moving target with always-on technology, multiple devices, channel blur, new behaviors and collapsed shopping time. A consumer-driven experience economy. 8
  9. 9. 02 TECHNOLOGIES + OPPORTUNITIES Where we’re going: key trends and their implications for consumers
  10. 10. EMERGING TECHNOLOGIES & CONSUMER NEEDS Big Data Telematics Augmented Reality Immediacy Wearables (content when/ where it’s needed) Continuity Federated Identity Voice/Touch Recognition Relevance (content across devices & channels) (content from brands and the community) Cloud Services CONSUMER NEEDS Connected Devices Near-Field Communications 10
  11. 11. KEY NEED # 1: IMMEDIACY In an increasingly on-demand era, consumers are getting more alerts, notifications and other communications than ever before. They expect information, service and support when and where they need it. Companies that fail to deliver on these expectations will face substantial challenges becoming go-to providers of goods and services. Key Technologies Big Data Wearables Voice/Touch Recognition Federated Identity Examples: Smart Watch Image courtesy of MIT Technology Review http://www.technologyreview.com/ Google Now Google Glass Image courtesy of Google http://www.google.com/glass/ Image courtesy of Google http://www.google.com/landing/now/ 11
  12. 12. KEY NEED #2: RELEVANCE Consumers are becoming used to receiving information specifically tailored to their needs and situation; rather than being surprised or unnerved by contextualized information, they’re starting to demand it. Emerging technologies present new opportunities to deliver contextually relevant information. Key Technologies Big Data Augmented Reality Near-Field Communications Telematics Examples: Augmented Reality - Places Image courtesy of KZero http://www.kzero.co.uk/blog/category/augmented-reality/ Augmented Reality - Products Image courtesy of Mazda http://www.mazda.com.au/community/news/2011/11/all-new-mazda-bt-50-augmented-realityan-australian-first Telematics Image courtesy of Sirius Buzz http://siriusbuzz.com/siriusxm-trying-to-find-a-market-in-telematics.php 12
  13. 13. KEY NEED # 3: CONTINUITY Consumers exhibit somewhat predictable behaviors across devices, down to the times of day and places in which they use specific devices, but we understand less about how and why they switch between devices. The need to create content that delivers a cohesive cross-channel, crossdevice experience has become ubiquitous. Key Technologies Cloud Services Connected Devices Federated Identities Near-Field Communications Examples: Connected TVs Image courtesy of Yahoo http://connectedtv.yahoo.com/tvapps/broadcastinteractivity/ Cloud NFC-Enabled Phones Image courtesy of Evernote http://evernote.com/ Image courtesy of Nokia http://conversations.nokia.com/2012/12/07/eight-reasons-you-want-nfc/ 13
  14. 14. HOW TO KEEP UP … What content strategists should consider when looking to leverage emerging technologies: 1.  Avoid technology for technology’s sake; use technology to deliver value for your audience. 2.  Understand the risks (security concerns, device/technology adoption time horizon, etc.). 3.  Use data to your advantage – find new data sources and consider creative partnerships. 4.  Take an iterative approach and learn what level of investment is required. 5.  Identify internal needs for additional resources/capabilities/alignment. 6.  Be nimble to easily adapt to changing technology trends and consumer behaviors. 14
  15. 15. 03 DISCUSSION Questions and answers
  16. 16. THANK YOU! Laura Blaydon Senior Manager, Content Strategy SapientNitro lblaydon@sapient.com © 2013 SAPIENT CORPORATION | CONFIDENTIAL
  17. 17. 04 APPENDIX SapientNitro content strategy lifecycle
  18. 18. CONTENT STRATEGY LIFECYCLE SapientNitro’s pioneering approach to content strategy provides a flexible framework for achieving content success. Building from this approach, we’ve tailored a process to fit the unique needs, goals, and focus areas for any type of project involving content. 18