The infographic detailed the key steps in implementing an intensive behavioral counseling program in order to meet government guidelines. It took many forms as it’s purpose and audience shifted after incorporating feedback from sales, brand and executive management teams. I worked closely with our B2B Marketing Director in figuring out the right copy flow, format and linking strategy.
This was served to an audience through an email blast that linked this as a downloadable PDF. Email addresses were collected through the video link at the bottom. We originally planned to gate the guide and request email addresses before viewing the guide, but after changing our strategy from purely content marketing into a hybrid with a sell on our product, we felt the need to remove the barrier. This way, we were able save a gate like that for a less sales-driven marketing project down the road without alienating our audience.