Top-Funnel Content Turned Product Feature
This report is the result of working closely with data analysts, product development, and clients to learn about how they build health and wellness programs — and measure success.
What I loved about this project is that it was a marketing-originated concept (purpose: build a top-funnel asset) that became valuable enough that the client services team used this format as a blueprint for creating custom reports for clients, and there are future plans to build this feature into the product. A great example of cross-departmental wins!
EXAMPLES OF WORK
Below are some examples of long-form content created for top- and mid-funnel marketing programs. My involvement in each project was soup-to-nuts, from initial concept and copywriting to layout and design.
The Challenge
This toolkit is a one-stop-shop for everything an HRA administrator would need to get started, including:
Communication playbook
Core messages for conveying the value of an HRA
Print, email, and text communication best practices
This toolkit is a critical resource for onboarding clients getting started developing an engaging HRA strategy.
The Solution
ENTER INFO HERE.
The process was incredibly collaborative, working closely with client services to identify and partner with clients. Conducting interviews to understand client needs, then working with health and research to build a process for pulling data from the platform that would deliver meaningful insights.
Content with Legs
It started with a gated, long-form piece of content. Here’s how it grew:
One long-form benchmark report
3 blog posts
2 dedicated promotional emails
1 webinar (with a client, moderated by me)
3 video clip highlights of the webinar
5 social media posts
A suite of client-facing, customized benchmark reports
An annual data project to pull and analyze the year-over-year changes
Future roadmap to incorporate benchmarks into the administrator tools within the product
Success metrics
What I loved about this project is that it was a marketing-originated concept (purpose: build a top-funnel asset) that became valuable enough that the client services team used this format as a blueprint for creating custom reports for clients, and there are future plans to build this feature into the product. A great example of cross-departmental wins!