E-Book Creation: Repurposed from Blog
Repurposed into a lead-generating e-book to cull new potential client email addresses.
CLIENT: Moonstone Skin & Body Care, a San Francisco Bay Area skincare and aesthetics beauty spa, who I provided social media, content marketing and copywriting support to.
CHALLENGE: To increase engagement, awareness and showcase expertise in newsworthy industry topics. Secondary was to create a lead magnet and the content that served well for a guide book into a lead magnet.
STRATEGY: Write an e-book based on a blog article to cross-promote on the brand’s social media channels. The repurposed e-book would triple exposure and present a solution for content needed to create a lead magnet.
TACTICS: With the format chosen, I selected the buzz worthy, and controversial, topic of skincare cocktailing. This new TikTok trend cited supporters, but I chose to highlight the cautious take of Moonstone’s founder. The blog provided an opportunity to spin-off into a skincare guide or e-book (see 11 pages below).
The call to action was requiring a subscription to the e-newsletter in order to access the e-book helped us track viewing and cull email addresses for new prospective customers. A final call to action was a link to book a skincare consultation at the very end of the piece.
RESULTS: Conversion rate for click-throughs increased to 60%. New client email addresses were attained thanks to the lead magnet. Brand was positioned further as an industry thought leader.
