In this hyper-digital world, how do brands effectively break through the clutter and engage their target audiences in impactful ways?
The most effective route is through original content. Brands have an opportunity today, like never before, to be content creators and storytellers. At Forbes, we work with brands to help them uncover the stories that matter most to their business and target audience.
Our award-winning content marketing platform, BrandVoice, gives marketers the ability to publish content on Forbes.com — using the same tools and technologies as our editorial staff and contributors — to reach and engage our audience of 56 million unique visitors.
Last year, we embarked on our largest brand content partnership to date with KPMG. This is an excellent example of how a publisher and brand can work together to create best-in-class storytelling. KPMG is one of the world’s leading professional services firms, providing innovative business solutions, as well as audit, tax, and advisory services, to many of the largest and most prestigious organisations.
To showcase its industry expertise and innovative approach to business, KPMG partnered with Forbes on a custom, multi-platform, native advertising programme to examine the question: What is required to rework the planet’s operating system?
Together we created The Great Rewrite, a monthly documentary-style video series that explores the factors that will eventually transform six industries: industrial manufacturing, energy, security, autonomous vehicles, financial services, and healthcare. Each industry was highlighted in its own chapter installment.
Forbes tapped Leonard Brody, a successful venture capitalist and entrepreneur, to tell the story of The Great Rewrite. His work with start-up companies gave him a front row seat to how disruption occurs and leaves industries forever changed. Brody is an influencer in the space, and his credibility provided unparalleled insights into these thought-provoking topics.
The Great Rewrite explores how technology is driving faster change and having a deeper impact on people’s lives. The concepts aligned with KPMG’s wide-ranging expertise, allowing for thought leadership stories on topics such as factories deploying robots to move heavy or dangerous products and hospitals utilising 3D printing to create organs (such as hearts and lungs, for organ donation).
The Great Rewrite was distributed on Forbes.com through our BrandVoice platform. Content themes were expanded upon with corresponding BrandVoice spreads in Forbes Magazine. The conversation continued at live events across the United States, where Brody shared his futurist insights to C-Level executive attendees.
This fully integrated programme gave KPMG the ability to engage and deepen relationships with top prospects through multiple touch points.
The Great Rewrite resonated with our audience. A few highlights included 1.1 million pageviews generated, nearly 100,000 video views across Forbes.com and social media, and more than 10,000 social shares on Facebook.
Given the success of the partnership, KPMG will continue to tell the story of The Great Rewrite in 2017 by unveiling four new chapters covering Artificial Intelligence, government, consumer goods, and retail and media. In addition to the ongoing distribution on Forbes.com, Forbes magazine and live events, we will also debut a feature-length film combining all chapters.
The Great Rewrite is compelling brand storytelling, and is evidence that readers engage with brand content if it is interesting and provides them value and insight. Brands have an opportunity to build credibility and favourability with their top prospects through content. Publishers, like Forbes, can help them tell those stories.