Content
Development in a
Digital World
Prepared by Steve Copertino,
Director of Digital Marketing & Social Media for KPMG ...
Today’s Presentation

Content Development in a Digital World
In this new culture of information consumption across multipl...
The Device
Paradigm Shift
This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional...
This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional...
This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional...
This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional...
This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional...
Impact on
Content Creation
Content 2.0
In 2013, Professional Services Firms Produced Most of Their Thought
Leadership Content in PDF Format While the Rest of the...
Content 2.0
Content 2.0 re-imagines thought leadership PDFs as rich digital experiences -

incorporating engaging headline...
Moving Away From the “Long-form” Only Approach
Long-form PDFs:
• Are not ideal for mobile
users
• Give us only one chance ...
Moving to a Content 2.0 Approach

Appeals to data-focused users in
a visual manner.

Utilizes rich media such as videos
to...
Content 2.0 - Data Visualization
Data Visualization Aids the Consumption of the Content
Hans Rosling's
200 Countries,
200 ...
Content 2.0 - Responsive Web Design
Responsive Design Provides A Device Agnostic User Experience & Drives More Traffic & E...
Key Takeaways
• Dramatic shifts in where, when and how our audiences consume content
demand that we change how we think ab...
Thank you

This presentation represents the views of the author(s) only, and does not necessarily represent the views or p...
Appendix

This presentation represents the views of the author(s) only, and does not necessarily represent the views or pr...
Digital Content
Strategy. Why?
What Happens When We Bypass a Digital Content Strategy
and Simply Develop & Post Content Online?
• Sub-optimal content = c...
Editorial / Content Development Considerations
KPMG developed best practices for writing for digital as part of our Online...
Writer’s Cheat Sheet
Plain language: Use shorter, simpler

Write the first sentence as a
words. Avoid convoluted sentence ...
Plan Your Content Structure for all Devices

• Use headlines and
teaser copy that fits on
mobile device without
getting cu...
About Me

www.linkedin.com/in/copertino/

This presentation represents the views of the author(s) only, and does not neces...
About KPMG LLP

This presentation represents the views of the author(s) only, and does not necessarily represent the views...
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Content Development in a Digital World - BDI 12/10/13 Social Media Marketing for Professional Services Leadership Forum

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Presentation: Content Development in a Digital World
Presented by: Steven Copertino, Director, US Digital Marketing & Social Media, KPMG LLP
In this new culture of information consumption across multiple channels, it’s about delivering the right content, to the right user, in the right way at the right time. It’s essential to be present across all relevant channels and mediums. To succeed, we must transform the way we develop & distribute content.

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Content Development in a Digital World - BDI 12/10/13 Social Media Marketing for Professional Services Leadership Forum

  1. 1. Content Development in a Digital World Prepared by Steve Copertino, Director of Digital Marketing & Social Media for KPMG LLP for the Business Development Institute December, 2013
  2. 2. Today’s Presentation Content Development in a Digital World In this new culture of information consumption across multiple channels, it’s about delivering the right content, to the right user, in the right way at the right time. It’s essential to be present across all relevant channels and mediums. To succeed, we must transform the way we develop & distribute content. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 1
  3. 3. The Device Paradigm Shift
  4. 4. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 3
  5. 5. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 4
  6. 6. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 5
  7. 7. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 6
  8. 8. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 7
  9. 9. Impact on Content Creation Content 2.0
  10. 10. In 2013, Professional Services Firms Produced Most of Their Thought Leadership Content in PDF Format While the Rest of the World Did This… ■ ■ ■ ■ ■ ■ ■ ■ Search engines indexed 7.02 Billion unique Web pages 180 Million Blogs on Web with 2.0 Million new posts – daily 864,000 hours of video is uploaded to YouTube, daily 6 Million new images on FLICKR – daily 400 Million Tweets – daily 1.5 Billion pieces of FB content – daily 1 million + iOS Apps & over 850k Android Apps 294 billion emails sent daily In this new culture of information consumption across multiple channels, it’s about delivering the right content, to the right user, in the right way at the right time. To succeed, we must transform the way we develop content. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  11. 11. Content 2.0 Content 2.0 re-imagines thought leadership PDFs as rich digital experiences - incorporating engaging headlines, ‘snackable’ nuggets, data visualization, and informative videos to tell a memorable story that can be viewed and shared via social media, mobile devices and through content syndication. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  12. 12. Moving Away From the “Long-form” Only Approach Long-form PDFs: • Are not ideal for mobile users • Give us only one chance to entice readers—with an engaging title or blurb •Are not easily shareable via social media •Still play somewhat of a (declining) role This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  13. 13. Moving to a Content 2.0 Approach Appeals to data-focused users in a visual manner. Utilizes rich media such as videos to engage visitors Tells a story using other visuals such as timelines. Utilizes responsive design so renders in a mobile-friendly format without having to re-do the content. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  14. 14. Content 2.0 - Data Visualization Data Visualization Aids the Consumption of the Content Hans Rosling's 200 Countries, 200 Years, 4 Minutes https://www.youtube.com/watch?v=jbkSRLYSojo Source: NVCA Corporate Venture Summit Survey Findings Q2 2013 This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  15. 15. Content 2.0 - Responsive Web Design Responsive Design Provides A Device Agnostic User Experience & Drives More Traffic & Engagement First site built in responsive design drove the following results:  Visitors up 218%  Page views up 239%  Mobile traffic up 53%  Time on site up 33% www.golf-kpmg.com This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  16. 16. Key Takeaways • Dramatic shifts in where, when and how our audiences consume content demand that we change how we think about and create content for digital channels and devices • Most professional services firms are not producing content that is fit for digital • “Content 2.0” allows users to “sample” relevant content on any device, drawing them in and engaging them in new and exciting ways • A digital content strategy (consistent, proven processes and best practices for content development) is a prerequisite for remaining relevant to the audiences we serve and will soon serve • “Content 2.0” opens the door to news ways of promoting our content – social sharing, social advertising, content syndication, email teasers, etc. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 15
  17. 17. Thank you This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm visà-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International.
  18. 18. Appendix This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP.
  19. 19. Digital Content Strategy. Why?
  20. 20. What Happens When We Bypass a Digital Content Strategy and Simply Develop & Post Content Online? • Sub-optimal content = confused and frustrated users, and it takes its toll on the brand. • Too much content means information is harder to find, whether on the page or within a site. And that means it’s harder for a customer to make a decision in favor of our services. • Without a unified process across departments, time and resources are wasted on 60-70% of content produced ineffective assets that burn time and budget without delivering results. BENEFITS OF CONTENT 2.0 & DIGITAL CONTENT STRATEGY • No need to trans-create analog content • Less content costs less to create/maintain (create once, publish everywhere - COPE) by B2B marketing goes unused* • Increases brand equity • Shortens content development cycles • Increases views and content sharing • Drives a higher level of customer satisfaction and retention SiriusDecisions. “B-to-B Content: The Revolution Is Now.” Presentation. SiriusDecisions Summit, San Diego, CA. May 9, 2013. bit.ly/ContentModel • Increased engagement, lead generation and new business This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  21. 21. Editorial / Content Development Considerations KPMG developed best practices for writing for digital as part of our Online Editorial Guidelines 3 Emails This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  22. 22. Writer’s Cheat Sheet Plain language: Use shorter, simpler Write the first sentence as a words. Avoid convoluted sentence structure. summary: assume that the first line of the Objective language: Neutral language is easier to read and more credible than marketing fluff. Use words your user will know, not jargon. Be concise: aim to get your main point across on a single mobile screen, which is approximately 100 words. page or section could be repurposed as navigation. Inverted pyramid: don’t bury the lead. Start with the conclusion. Put the most important ideas first. Bottom line up front (BLUF) Bulleted lists: use bullet points to make supporting ideas easy to scan. Provide a hook: Editors always ask writers: What’s the hook to that story? Readers want to know: why should I care? This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  23. 23. Plan Your Content Structure for all Devices • Use headlines and teaser copy that fits on mobile device without getting cut off. • Make teaser copy under 100 characters in order to re-use in Twitter. • Get your audience at hello. Your headline alone should be good enough to pull readers in. This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved.
  24. 24. About Me www.linkedin.com/in/copertino/ This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 23
  25. 25. About KPMG LLP This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP. © 2013 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG International have any such authority to obligate or bind any member firm. All rights reserved. 24
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