A campaign to grow the company's sales funnel, ebook topics were developed to target the company's audience.
While working in-house, I took over Format.com's ebook program. I ideated, researched, wrote and edited Guides #3 and #4, and functioned as the copyeditor and proofreader for Guide #2. I found partners to support the launch of each Guide, including Fresh Books and Later. The ebooks were used as a lead magnet to attract new users. After downloading an ebook, users were entered into a drip campaign with the goal of converting them to paid customers. Social media advertisements, guest posts on 3rd party websites, and banner ads on Format.com/magazine were created to drive attention to the Guides download page. Design work was completed by the Format.com in-house design team.