BACKGROUND
This project was for clients in the digital health SaaS and HR consulting industries. The goal was to drive downloads and establish each brand as the practical reference point in their space.
For the digital health SaaS company, I wrote a post that leads with a specific, quantified problem before mentioning the resource, so the audience knows the guide is worth their time before they're asked to click anything. The result was a lead generation post built to work with a busy clinical audience that has no patience for content that doesn't earn its place immediately.
For the pay equity consultancy, I wrote a post that opens by naming the most common reason companies delay pay audits and immediately offers a concrete solution, keeping the copy short so the resource does the talking. The result was a post that positions the brand as a practical, no-agenda resource rather than a sales funnel dressed up as helpfulness.
