eBook Case Study
Overview
Nami ML is a B2B startup with top-tier solutions for managing subscription offerings across a range of platforms, including mobile, web, and television. As part of SEO marketing and lead generation efforts, Nami requested a comprehensive technical eBook targeting key customer segments.
Role
As Designer and Copywriter, I was responsible taking concepts of a plan and crafting compelling graphics, writing copy from an outline, and putting everything together into a comprehensive PDF eBook that attracted customers in the target segment. My role involved researching the target audience, making technical ideas easy to understand, and designing page-turning graphics that flow across a well-structured layout, ensuring the eBook was optimized to increase brand authority and generate leads.
Process
I conducted a brief analysis of the target audience and eBook trends, which informed the content strategy and target reading-level, and helped define clear objectives and KPIs. I then worked on turning extended rough copy into a chapter outline, before crafting visuals for primary, secondary, and tertiary storylines that generated intrigue. While I engaged stakeholders on key ideas, during the process I kept most of the content and graphics under wraps until revealing them as a complete story.
Brief
The client needed an eBook that fit into their larger marketing and SEO efforts.
Opportunity
Most eBooks covering complex topics are dense and boring. There was an incredible opportunity to break with the status quo and leverage storytelling to entice our audience and create a positive brand association.
Marketing Objectives
• Increase social engagement
• Increase brand perception
• Grow brand awareness
Design Objectives
• Make a complex topic a pleasure to read
• Create compelling imagery
• Design an attractive and accessible layout
Overall Objective
Break the mold with fun and engaging content that drives brand authority and increases engagement.
Design
Bold and thematic imagery engages readers across complex topics and creates a cohesive through line, generating positive brand association and increasing brand authority.
Copy
Complex topics are translated and reworked into accessible, fluid, bite-size sections.
Layout
A storybook-inspired layout provides an attractive and accessible experience while encouraging readers to read from front cover through to a final call to action.
Results
Increased social engagement 350%
in 2 weeks
Increased lead generation by 150%
in 1 month
Key Takeaways
As Designer and Copywriter, the project’s success hinged on a strategic blend of compelling copy, and innovative content design and accessible page layout. Key takeaways included the importance of conducting a comprehensive analysis of the target audience and content trends, which was pivotal in shaping a copy and design strategy. This led to a surge in engagement and more than doubled lead generation, while elevating both brand awareness and authority.
By focusing on bold graphics and distilled concepts, we effectively reached the target audience, improved social media engagement, and effectively captured leads.