Top-of-funnel ebook to help B2B marketers improve LinkedIn performance — and understand how my client's platform supports their success.
Longtime client Act-On asked me to update a sorely outdated ebook about how B2B companies should engage on LinkedIn. I started by determining what was still relevant from the original, and purging everything else — which was most of the content, given how much LinkedIn has evolved its features and algorithm over the last several years. Then I jumped into research mode: identifying new best practices and pro tips, sourcing new statistics, and figuring out the right places to slip in a covert mention of how the Act-On platform supports LinkedIn performance. After my high-level outline was approved, I wrote the fresh draft, and the ebook moved swiftly through the editing and design process to published on the site.
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