Campaign eBook + Blogs

Project Background

Goals

• Create core content pieces to refresh an integrated marketing campaign launched at SEMA.

• Position Shopmonkey as a thought leader who provides helpful resources to auto shops — regardless of whether or not they subscribe to Shopmonkey.

Deliverables

• Gated eBook that provides auto shops with tips on to successfully run and grow their business

• Un-gated supporting blog post series that breaks the eBook out into bite-sized chunks

Creative Process

Research: Considered industry-wide trends that auto shops are familiar with and used them in the eBook narrative to create validity and urgency. The goal was to speak with relevancy by thinking outside of Shopmonkey.

Topic selection: Narrowed the topics of the eBook to cover the top three challenges shops face to avoid readers becoming overwhelmed and paralyzed against taking action to improve their shop.

Making it actionable: Focused on providing digestible, actionable tips to solve each challenge. (Each tip is tied to something Shopmonkey can help with, but they are written to be Shopmonkey agnostic.)

Backing it up: Sprinkled in real quotes from Shopmonkey customers that backed up the actionable tips.

Bringing it to life: Worked with the graphic design team on the eBook design to visually guide the reader through the content.

Chunking it out: Directed content agency in writing the supporting blog posts (blog 1, blog 2, blog 3).