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. www.bdionline.com

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. 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.
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3. The Device
Paradigm Shift

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. 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. 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. 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. 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. Impact on
Content Creation
Content 2.0

10. In 2013, Professional Services Firms Produced Most of Their Thought
Leadership Content in PDF Format While the Rest of the World Did This…
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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. 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. 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. 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. 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. 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. 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.
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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. 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. Digital Content
Strategy. Why?

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. Editorial / Content Development Considerations
KPMG developed best practices for writing for digital as part of our Online Editorial Guidelines
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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. 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. 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. 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.
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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.
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