THE APPROACH
Build an educational e-book built around six chapters on running a freelance business effectively, with Square product and features tied in subtly. The campaign extended across a lifecycle email sequence and a dedicated landing page, giving readers a consistent entry point from awareness through trial.
Square Invoices e-book
Project: Long-form content and lifecycle campaign
Role: Content strategy, copywriting, email, and landing page
Designer: Germaine Lau
Platforms: E-book, email, web
OVERVIEW
How a free e-book became a feature adoption engine for Square Invoices
31% of Invoices Plus subscribers weren't using any Plus features, which signaled churn risk and a big awareness gap. Instead of more marketing, we built content that actually helped freelancers run their businesses and show them how Square’s features can help them succeed.
0
Free Trial Starts
Attributed to the campaign
0
Paid Plus Signups
Converted from trial
0
Chapters Written
Educational content built for freelancers
Educational Guide
