Blog Article Post & E-Book
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 a blog article to cross-promote on the brand’s social media channels by me and repurposed into an e-book would triple exposure and present a solution for content needed to create a lead magnet.
A blog is a great way to engage followers and build brand reputation. It’s a useful tool to position the brand as a thought leader with a specific point of view to pitch as an expert resource for commentary on current topics.
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. This subject also provided an excuse to educate readers on skincare needs and routines, at the heart of what the brand does.
In addition, the blog provided an opportunity to spin-off into a skincare guide or e-book (see 11 pages below). So a call to action 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.
