In collaboration with the content marketer, our aim is to produce a new and relevant downloadable piece of content for our customers. These ebooks are based on keyword research, performance of WorkflowMax content, and questions that arise from customers themselves. They cover a variety of topics such as moving from spreadsheets to software, job costing, and industry specific job management.
With a very short production schedule, I designed a formulaic but customizable style derived from Xero's brand that resonates with readers and works well with the WorkflowMax brand. We established three key considerations for them: that they be easy to read, engaging and have illustrations that complement the content, and that they highlight real customer experiences.
These gated assets continue to perform well (Spreadsheets to Software is a real star) and provide great trialist conversion rates.