Content Management


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This Sapient Government Services white paper focuses on the importance and associated best practices of producing high performing content.

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Content Management

  1. 1. POINT OF view Content Management HOW CONTENT MATTERS The wrong content strategy can be costly Resource waster #1: Clumsy governance. Many organizations lack a coherent strategy for their content. They have siloed initiatives producing content, and limited coordination between them. Uncoordinated efforts can result in overlapping or duplicative content and even conflicting messages. An absence of content governance can dilute the brand of an organization. As people fail to understand what the organization does, how different items of content are related to each other, and how the organization’s separate activities work together for their benefit, the consequence is content fragmentation and audiences fail to notice the messages at all. EXECUTIVE SUMMARY Your content is the face of your organization to the world. It is what people know about you, tells people why you exist, what you do, and what you can offer them. To perform effectively, your content needs to be up-to-date and easy for people to access when and where they need it. Your content is competing for attention across countless media channels, and unless it can demonstrate value to your target audiences, your organization risks becoming irrelevant. Organizations need a well-established content management strategy to be able to quickly respond and adapt to rising audience expectations. Sapient enables organizations to produce high performing content. From branding and creative concepts to sophisticated implementations, Sapient has deep expertise in all aspects of content: planning, creation, management, dissemination, and governance. Our content management approach will make sure your content is relevant and engaging, and will allow you to measure and understand how well your content is performing. Your content represents your brand and helps to deliver your mission: let us help you manage this important and visible asset.
  2. 2. POINT OF view Resource waster #2: Poor understanding of audience needs. Organizations take risks when making sweeping assumptions about their target audiences, such as created content for “everyone.” They try to guess what “everyone” wants, but find that only a handful of loyal followers really care. These organizations don’t have a solid factual understanding of the precise content interests of their audiences, and therefore don’t offer content that addresses their audience segments’ specific needs. Organizations mistakenly assume audiences will seek them out. They are unable to reach people, because they don’t know the variations in their audiences and their audiences’ behaviors. Resource waster #3: Weak and inefficient processes. Some organizations mistakenly view content management as a purely technical decision, believing that simply installing a software product with many features will solve their problems. They haven’t agreed how different parts of the organization need to work together to deliver great content experiences. They haven’t created a repeatable process for producing content of consistent quality. For example, content authors lack guidance on how to create content that will break through the noise of competing content in such a saturated market. Organizations need a common basis to make decisions regarding content investments and a content governance process that is grounded in common goals, rather than decisions based on the needs of a single department. Underused content is a waste of money Content failure #1: Content without influence. Much of the content that is published is underutilized. Content may not show up in your customers’ common search engine queries. There may be limited views for an item of content, or have few links to it from other sources. The result is content with little influence: it is not sought, it is not shared, and it is not acted on. Content failure #2: Missing audience relevance. Poorly utilized content is an indication that the content is not relevant. Organizations can suffer from a “producer mentality” regarding their content - hoping their audiences will discover the content once it has been published. Staff may produce volumes of content, but lack defined criteria for what should or should not be published. Organizations waste money stockpiling content instead of focusing on delivering valuable and targeted high-performing content. Content needs to be part of a story that has meaning to the people they need to reach. Content failure #3: Limited targeting and using the wrong channel. Organizations fail to connect with audiences when they don’t offer sufficient content targeting and personalization. They often fail to offer content through the right channel for their specific audience and they often produce content in the wrong format (such as lengthy text instead of video or interactive features). Because they don’t think about how to make their content on-demand, regardless of device type, they fail to offer content when it is most needed. Falling behind: overwhelmed and unable to adapt Organizations that struggle to manage their content are typically unaware of how far they have fallen behind prevailing practices. They assume content creation seems difficult, that it takes too long, and involves too many resources. But they may not know that they follow flawed processes, poorly designed workflows, have inadequate training, and/or are wasting hours doing needless rework to fix errors or make trivial updates. They may be conscious that they need to do more to offer new formats, or connect with new channels, but they are frozen by a fear that new processes will be complex and hard to introduce. As a result, they hope that incrementally tweaking their existing platform will eventually make the situation feel less burdensome.
  3. 3. POINT OF view Change is happening everywhere in the realm of content, and many organizations fail to develop effective plans that address changing needs. Technology is changing the ways in which content is available: in multiple formats, in richer media, through alternative distribution. How people consume content is changing, and organizations are slow to adapt, often stuck in a web-centric world-view. They publish their content around their own schedule, rather than when their customers are ready, and consequently can’t respond to customer needs in near real-time. SOLUTION Our purpose is transformational. We want you, your company, and your content to break through the clutter and noise, to attract the attention that you desire, and to propel your content to the next level. From Cannes and ADDY awards to the #1 Largest Digital Agency in the US by Ad Age 2012 and a repeat leader in Forrester Wave™ reports, Sapient has the ability to create award- winning solutions and deliver on those results. We will understand your organization’s needs first - leading with strategy and instituting a strong foundation for your company’s content. The Sapient team will establish content management – strengthening your organization’s capability to generate and deliver content when it’s needed, while maximizing the full potential of each piece of content. We will enable your staff to excel as digital publishers – enhancing their power to create engaging content, streamlining the inefficiencies, and allowing you to create content once and publish many times, making your content technology agnostic. Sapient is vested in your success – from the process, the technology, and the business, we’re looking to improve all aspects of your content. Our teams are comprised of a mixture of content strategists, user experience professionals, technologists, information architects, and creative innovators; however, we are all driven by a common theme – to create innovative solutions and deliver on those ideas. Rather than having silos of fragmented knowledge and conflicting processes, this unifying theme keeps us all connected. As a result, we can move seamlessly from strategy to design to execution, while maintaining a layer of creativity, innovation, and client-focused delivery throughout. We think boldly. We implement what we conceive. Innovate from what we observe. And push towards the vision of your content working hard for you, instead of you working hard for your content. ABOUT SAPIENT GOVERNMENT SERVICES & CAPABILITIES Sapient Government Services, a division of Sapient®, is a leading global provider of consulting, technology, and marketing services to governmental agencies and non-profit organizations. Focused on driving long-term change and transforming the citizen experience, we use technology to help clients become more accessible and transparent. With a track record of innovative solutions and the ability to leverage commercial best practices, we are trusted advisors to organizations including the Library of Congress, National Institutes of Health, United States Department of Health and Human Services, and United States Department of Homeland Security. For more information, visit or follow us on Twitter @Sapientgov.
  4. 4. Sapient Government Services