My designer and I at Keypath spearheaded an interactive guide to drive mid-funnel conversion. I wrote the content internally and co-developed the strategy.

Highlights:

• It uses interactive features to break down complex info, mixing design elements to improve readability

• It focuses on what prospects care about at this stage, based on advisor feedback, including outlook and motivations

• It challenged the status quo as a new resource, while encouraging contact with advisors

• The guide was well received by the partner

Read the full guide here