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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.
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A Changing Paradigm: Is Your Content Strategy Keeping Up?
“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
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1. Introduction
2. Technologies + Opportunities
3. Discussion AGENDA
INTRODUCTION Content strategy and storytelling at SapientNitro
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ABOUT SAPIENTNITRO
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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 STRATEGY AT SAPIENTNITRO
Content Governance
Content Delivery
Content Experience
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?
What operational processes and mechanisms are required to ensure the continued success of content?
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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.
STORYTELLING THEN
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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.
STORYTELLING NOW
02 TECHNOLOGIES + OPPORTUNITIES Where we’re going: key trends and their implications for consumers
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EMERGING TECHNOLOGIES & CONSUMER NEEDS
Relevance (content from
brands and the community)
Immediacy (content when/
where it’s needed)
Continuity (content across
devices & channels)
Augmented Reality
Voice/Touch Recognition
Wearables
Connected Devices
Cloud Services
Near-Field Communications
Telematics
CONSUMER NEEDS
Big Data
Federated Identity
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KEY NEED # 1: IMMEDIACY Key Technologies
Big Data
Wearables
Voice/Touch Recognition
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.
Examples:
Smart Watch Google Glass Google Now
Image courtesy of MIT Technology Review http://www.technologyreview.com/
Image courtesy of Google http://www.google.com/glass/
Image courtesy of Google http://www.google.com/landing/now/
Federated Identity
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KEY NEED #2: RELEVANCE Key Technologies
Big Data
Augmented Reality
Near-Field Communications
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.
Examples: Augmented Reality - Products
Image courtesy of KZero http://www.kzero.co.uk/blog/category/augmented-reality/
Augmented Reality - Places
Image courtesy of Mazda http://www.mazda.com.au/community/news/2011/11/all-new-mazda-bt-50-augmented-reality-
an-australian-first
Image courtesy of Sirius Buzz http://siriusbuzz.com/siriusxm-trying-to-find-a-market-in-telematics.php
Telematics
Telematics
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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, cross-device experience has become ubiquitous.
Examples:
Key Technologies
Cloud Services
Connected Devices
Near-Field Communications
Federated Identities
Connected TVs Cloud
Image courtesy of Yahoo http://connectedtv.yahoo.com/tvapps/broadcastinteractivity/
Image courtesy of Evernote http://evernote.com/
NFC-Enabled Phones
Image courtesy of Nokia http://conversations.nokia.com/2012/12/07/eight-reasons-you-want-nfc/
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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.
HOW TO KEEP UP …
03 DISCUSSION Questions and answers
© 2013 SAPIENT CORPORATION | CONFIDENTIAL
THANK YOU! Laura Blaydon Senior Manager, Content Strategy SapientNitro [email protected]
04 APPENDIX SapientNitro content strategy lifecycle
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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.
CONTENT STRATEGY LIFECYCLE
