Leading B2B Payment Provider
Content development | Ad and web copywriting
E-commerce has quickly become a leading avenue for businesses to reach their customers wherever they are. And as e-commerce platforms have found the spotlight, so to have payment providers that facilitate the transfer of funds from customer to platform to vendor and back (if needed).
The ask
One such payment provider was looking for help in crafting a core whitepaper that would effectively describe how their solution worked across use cases. To date, the messaging around their product was unclear and inconsistent, and the company needed someone to centralize the information into one asset and plan a distribution campaign around it.
The work
As part of this project, I was responsible for:
Consolidating the various sources from the client and extracting the appropriate messaging
Leading the development of the full draft of the whitepaper—including an outline stage for review
Copywriting and refining the landing page copy for the whitepaper—including key messages and a call to action
Writing ad copy for the subsequent distribution campaign, with variations across three identified audiences
With a targeted distribution campaign, the whitepaper reached the appropriate audiences and uncovered qualified leads for the sales team to pursue.