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Transitioning to Digital-first Publishing
CRAFTING
LONG-FORM CONTENT
Presented by John Osterman,
@johnaosterman
Lisa Drobek,
@ldrobek
Crafting Long-Form Content: Transitioning to Digital-First Publishing
Forum One is a digital agency that partners
with influential organizations to craft solutions
for the world’s most pressing problems.
Open
Source Since
1996
2000
Successful
Projects
750
Influential
Clients
100%
Mission-
driven
Crafting Long-Form Content: Transitioning to Digital-First Publishing
Introductions
Lisa Drobek
Senior User Experience Designer,
Forum One
John Osterman
Deputy Director for Communications
and Publications,
Center for Global Development
of what they
read
20%
Digital-first Publishing and
Long-form Content
● extends your reach
● is easy and can scale
● has been done effectively
First Great
Example
First Great
Example
First Great
Example
The more senses you engage, the more
memorable the experience will be.
of what they
see
80% of what they
read
20%
hear
10%of what they
ADVANTAGES OF
DIGITAL-FIRST
Accessibility of Content and Engagement
Source: Shutterstock
% of mobile traffic on
websites is steadily
rising
Accessibility
SEO Benefits
● Higher rank in
Google (SEO)
● Higher rank for
long-tail keywords
● Attracts backlinks
and sharing on
social media
50x
LONG-FORM CONTENT WITH VIDEO
MORE
LIKELY
TO
SHOWON THE FIRST PAGE OF GOOGLE
THE AVERAGE WEB PAGE THAT RANKS
ON THE FIRST PAGE OF GOOGLE HAS OVER
2,000 WORDS
12%INFOGRAPHICS CAN
IMPROVE TRAFFIC BY
Increased
Engagement
Source: Shutterstock
● Thought leadership
● More visibility and
sharing on social
media
● Drives action
● Long-form is a great
platform for telling
stories.
Allows for
Storytelling
“Do.. or do not...
there is no try.”
DIGITAL-FIRST PUBLISHING
LEVELS OF EFFORT
High
One Flagship Reading
Experience
Medium
A Couple Noteworthy
Reports
Low
The Majority of Your
Publications
HIGHER LEVEL OF EFFORT
DIGITAL-FIRST
Publishing enhanced long-form content
Gates
Foundation
http://www.gatesnotes.
com/2015-Annual-Letter?
page=1&lang=en
Gates
Foundation
http://www.gatesnotes.
com/2015-Annual-Letter?
page=1&lang=en
Gates
Foundation
http://www.gatesnotes.
com/2015-Annual-Letter?
page=1&lang=en
AAMC
Source: Report Series
http:
//aamcdiversityfactsandfigures
.org/
● TablePress
● Visualizer
● Highcharts
● Google Analytics
Under the Hood
● TablePress
● Visualizer
● Highcharts
● Google Analytics
Under the Hood
AAMC Analytics
Findings
36% of readers spend
more than 3 minutes on
the report - Averaging 1-
2 minutes per page
Minutes
%ofUsers
Pew Research
Center
http://www.pewresearch.
org/next-america/#Two-
Dramas-in-Slow-Motion
Pew Research
Center
http://www.pewresearch.
org/next-america/#Two-
Dramas-in-Slow-Motion
Pew Research
Center
http://www.pewresearch.
org/next-america/#Two-
Dramas-in-Slow-Motion
Pew Research
Center
http://www.pewresearch.
org/next-america/#Two-
Dramas-in-Slow-Motion
● Readable 1 column of text
● Imagery to break up text
● Call outs and quotes to emphasize
key information
● Give context to data visualizations
and timelines
● Use video to explain complex pieces
● Add animations to delight users
Best Practices
for Reading
Experience
MEDIUM LEVEL OF EFFORT
USING DIGITAL TOOLS
Not just text, visuals and data too
Farm to School
http://www.fns.usda.
gov/farmtoschool/census#/
Farm to School
http://www.fns.usda.
gov/farmtoschool/census#/
Farm to School
http://www.fns.usda.
gov/farmtoschool/census#/
Farm to School
http://www.fns.usda.
gov/farmtoschool/census#/me
dia
Farm to School
http://www.fns.usda.
gov/farmtoschool/census#/me
dia
53%
11%
Farm to School
http://www.fns.usda.
gov/farmtoschool/census#/me
dia
Increase in conversion from
to
The Opportunity
Agenda
http://opportunity-survey.
opportunityagenda.org/
The Opportunity
Agenda
http://opportunity-survey.
opportunityagenda.org/
The Opportunity
Agenda
http://opportunity-survey.
opportunityagenda.org/
The Opportunity
Agenda
http://opportunity-survey.
opportunityagenda.org/
Online Tools ● creatavist.com
● hatchforgood.org
● marquee.by
● causevox.com
LOWER LEVEL OF EFFORT
THINK DIGITAL-FIRST
Making your full text available online
Center for
Global
Development
CASE STUDY
CENTER FOR GLOBAL
Our Transition to Digital-First Publishing
DEVELOPMENT (CGD)
Homepage
http://www.cgdev.org/
Listing page > Summary page > Publication (PDF)
Our Beautiful PDF on Your Mobile Device
zoom & pan
Version 1.
Standalone
HTML
Analytics: Audiences read full text more than PDFs
Version 2: Full Text in Detail Page
Bypass Summary Pages
with custom CSS and JavaScript without
Crafting Long-Form Content: Transitioning to Digital-First Publishing
Process: Word Doc > Clean > Adjust > Enter into CMS
word2cleanhtml.com
Some adjustments
<style> <script>
Optional
But STILL Offer Printable Option—Meaning Print CSS
But Does It
Work? Analytics
7x MORE
4x MORE
NEWSLETTER
SIGNUPS
TWEETS AND FACEBOOK LIKES
(USING THE SHARE BUTTONS)
2x FEWER(IT’S OK, MORE PEOPLE ARE READING CONTENT ONLINE)
PDF DOWNLOAD
CONVERSIONS
Essays and other
long-form
Crafting Long-Form Content: Transitioning to Digital-First Publishing
CGD’s Digital-first
Publishing Steps
1. Convert your Word Doc to HTML.
a. Clean up Doc with tools like
Word2CleanHTML.
2. Input content into your existing
CMS.
3. Make minor adjustments to your
CSS styles (font sizes, etc) to ensure
a good reading experience.
TAKE AWAYS
Digital-first Publishing
● Extends your reach
● Is easy and can scale
● Has been done effectively
● Positions you as thought leaders
● Attracts target audiences
● Increases engagement
Extends your reach
● Low barrier for entry
● Start small
● Scalable for your organization
Is easy and can scale
● Examples from each section
● CGD case study
Has been done effectively
Learning Curve:
The first report that you create digital-
first will take more time to implement,
but subsequent reports will be quicker
and easier.
THANK YOU
Lisa Drobek @ldrobek, ldrobek@forumone.com
John Osterman @johnaosterman, josterman@cgdev.org
Resources
Digital-first Transition
● Blog Posts
● Steps for creating projects based
on level of effort
Lisa Drobek’s
Blog Posts
Crafting Long-form Content: Transitioning from
Print-centric PDFs to Digital-first Publishing - http:
//forumone.com/insights/crafting-long-form-
content-transitioning-from-print-pdfs-to-digital-
first-publishing/
Repurpose Your PDFs as Long-Form Content on the
Web - http://forumone.com/insights/repurpose-
your-pdfs-as-long-form-content-on-the-web/
Steps for most
publications
(low)
1. Convert your Word Doc to HTML.
a. Clean up Doc with tools like
Word2CleanHTML.
2. Input content into your existing
CMS.
3. Make minor adjustments to your
CSS styles (font sizes, etc) to ensure
a good reading experience.
1. Think about the story you want to
tell and how you can best tell that
story online:
● What action are you driving
your audience toward?
● What tools will help you achieve
your goals?
Steps for that
Noteworthy
Reports (Medium)
2. Find an online tool or organization
to partner with
● The more complex projects may
require you to get some outside
help.
Steps for that
Noteworthy
Reports (Medium)
Steps for that
Noteworthy
Reports (Medium)
● Storytelling
● Imagery
● Graphics and Charts
● Infographics
● Small Animations
Steps for that
Flagship Reading
Experience (High)
1. Think about the story you want to
tell and how to best tell that story
online (like steps for medium):
● What action are you driving
your audience toward?
● What tools will help you achieve
your goals?
○ Think about your imagery
○ Think about interactives for
your data
2. Get some outside help.
● Modify your current CMS
● Stand-up a stand-alone reading
experience (like a microsite)
● Develop an experience from
scratch for data rich
experiences
Steps for that
Flagship Reading
Experience (High)
● Storytelling
● Imagery
● Graphics and Charts
● Infographics
● Video/Audio
● Animations
Flagship Reading
Experience
Features (High)
THANK YOU
Lisa Drobek @ldrobek, ldrobek@forumone.com
John Osterman @johnaosterman, josterman@cgdev.org

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Crafting Long-Form Content: Transitioning to Digital-First Publishing