POINT OF view
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.
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.
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
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.
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
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 www.sapient.com or follow us on Twitter @Sapientgov.