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

Content Development in a Digital World

December, 2013

Prepared by Steve Copertino,

Director of Digital Marketing & Social Media for KPMG LLP

for the Business Development Institute

© 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.

Today’s Presentation

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This presentation represents the views of the author(s) only, and does not necessarily represent the views or professional advice of KPMG LLP.

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.

The Device Paradigm Shift


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Impact on Content Creation Content 2.0


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.

■ 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 2013, Professional Services Firms Produced Most of Their Thought Leadership Content in PDF Format While the Rest of the World Did This…



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.



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

Moving Away From the “Long-form” Only Approach




Moving to a Content 2.0 Approach

Utilizes rich media such as videos to engage visitors

Tells a story using other visuals such as timelines.

Appeals to data-focused users in a visual manner.

Utilizes responsive design so renders in a mobile-friendly format without having to re-do the content.


Content 2.0 - Data Visualization

https://www.youtube.com/watch?v=jbkSRLYSojo

Source: NVCA Corporate Venture Summit Survey Findings Q2 2013

Data Visualization Aids the Consumption of the Content Hans Rosling's 200 Countries, 200 Years, 4 Minutes


https://www.youtube.com/watch?v=jbkSRLYSojo�

https://www.youtube.com/watch?v=jbkSRLYSojo�


Content 2.0 - Responsive Web Design

Responsive Design Provides A Device Agnostic User Experience & Drives More Traffic & Engagement

www.golf-kpmg.com

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%


http://www.golf-kpmg.com/�


Key Takeaways

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• 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.

Thank you

© 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 vis-à-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.


Appendix


Digital Content Strategy. Why?


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 ineffective assets that burn time and budget without delivering results.

60-70% of content produced

by B2B marketing

goes unused*

SiriusDecisions. “B-to-B Content: The Revolution Is Now.” Presentation.

SiriusDecisions Summit, San Diego, CA. May 9, 2013. bit.ly/ContentModel

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)

• Increases brand equity

• Shortens content development cycles

• Increases views and content sharing

• Drives a higher level of customer satisfaction and retention

• Increased engagement, lead generation and new business



Editorial / Content Development Considerations

KPMG developed best practices for writing for digital as part of our Online Editorial Guidelines

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Writer’s Cheat Sheet

Plain language: Use shorter, simpler words. Avoid convoluted sentence structure.

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.

Write the first sentence as a summary: assume that the first line of the 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?




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.


About Me

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www.linkedin.com/in/copertino/

http://www.linkedin.com/in/copertino/�

http://www.linkedin.com/in/copertino/�


About KPMG LLP

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