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.

1. A Changing Paradigm:
Is Your Content Strategy Keeping Up?

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. 1. Introduction
AGENDA
2. Technologies + Opportunities
3. Discussion
3

4. INTRODUCTION
Content strategy and storytelling at SapientNitro

5. ABOUT SAPIENTNITRO
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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?
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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.
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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.
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9. 02
TECHNOLOGIES + OPPORTUNITIES
Where we’re going: key trends and their implications for consumers

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
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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/
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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
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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/
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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.
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15. 03
DISCUSSION
Questions and answers

16. THANK YOU!
Laura Blaydon
Senior Manager, Content Strategy
SapientNitro
lblaydon@sapient.com
© 2013 SAPIENT CORPORATION | CONFIDENTIAL

17. 04
APPENDIX
SapientNitro content strategy lifecycle

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.
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