KPMG, one of the world’s “big four” accounting organizations, is known for its professional services network in their firms. With over 200 000 employees across 147 countries, the company provides its customers with financial audit, tax and advisory services.
KPMG Canada has a sophisticated marketing team that works internally with their accountants and advisors to provide value-added advice to clients and prospects alike through in-depth thought leadership papers.
KPMG’s marketing team reached out to 9dot Digital for strategic direction and creative work to increase target engagement for an upcoming thought leadership paper.
9dot Digital’s content marketers first wrote a comprehensive examination of the digital maturity of industrial companies across Canada. The whitepaper, Thriving in a Digital World, was then recreated by our designers in a PDF and hardcopy format as it had traditionally has been for the client.
With so many whitepapers in the industry, it’s hard to break through the clutter. So we broke away from tradition
Our designers, content marketers and developers took the initial whitepaper and transformed it into an easy-to-use digital format. Some of the key differences of the digital whitepaper include:
With the topic of the whitepaper centred around Digital Readiness in comparison to others in the industry, our strategy was to create a way for users to fill out a survey to compare their digital maturity with the macro results and benchmark data of the survey.
The tool, known as the Digital Maturity Assessment, consists of 5 sections, each filled with questions about digital maturity. After filling out personal information and answering questions with radial buttons, a personalized digital maturity assessment is provided to the user.
What’s less obvious to the user, is that the majority of the report magic actually happens behind the scenes. Our team of developers worked hard to ensure the tool passed rigorous rounds of security testing and worked hard to ensure accurate, user-specific results would be generated each time.
The Thriving in a Digital World whitepaper and the customized Digital Readiness Assessment have increased target engagement. Since the launch of the Readiness Assessment in early 2020, there have been 500 downloads
Overall, the whitepaper and Digital Readiness Survey further reflects KPMG’s goal to provide clients and prospects with information that is customizable to their needs and has actionable insights .