Format Guides

Beautifully designed educational ebooks

Content as a lead magnet

A campaign to grow the company's sales funnel, ebook topics were developed to target the company's audience.

work brief

While working in-house, I took over'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 were created to drive attention to the Guides download page. Design work was completed by the in-house design team.