Financial Content Enhancement: Improving Accessibility of Complex Recruiting Calculations
Overview
Project Type: Content Enhancement & Optimization
Year: 2023
Role: Senior Content Writer
Duration: 4 weeks
Industry: Workforce Solutions, Recruiting
Target Audience: Independent recruiters and staffing professionals
Primary Channels: Email, LinkedIn, Sales Enablement
Primary Asset: Enhanced technical eBook
Supporting Assets: Email templates, formula visualizations, sales materials
Campaign Objective: Lead generation and positioning as industry expert
Key Metrics: 94 form submissions, 75 qualified leads, 78% email open rate
Context & Challenge
As the senior content writer for People2.0, I was tasked with updating and enhancing our flagship lead generation asset: an eBook on contract recruiting fundamentals. The original material contained valuable information but presented complex financial formulas in dense paragraph format, making it challenging for our target audience of independent recruiters to extract and apply key insights.
The challenge was threefold: improve the structure and readability without altering the technical substance, develop a format that supported multiple campaign touchpoints, and ensure the material positioned People2.0 as a trusted expert in workforce solutions.
Strategy & Approach
I led a comprehensive content enhancement process that included:
Content Audit & Analysis: I performed a detailed analysis of the existing material, identifying opportunities to improve structure and clarity, particularly around financial calculations.
Stakeholder Collaboration: I worked closely with our VP of Marketing and subject matter experts to ensure technical accuracy was maintained while enhancing accessibility.
Information Architecture Improvements: I developed a new structure for the eBook that prioritized clarity and practical application, with special attention to how complex formulas would be presented.
Campaign Integration Planning: I developed a system for adapting the core content for use across the entire campaign ecosystem, from LinkedIn ads to sales templates.
Assets & Execution
The content enhancement framework I implemented included:
Information Design Improvements
Formula Visualization: Restructured text-heavy formula explanations into clearly labeled calculation examples
Hierarchy Enhancement: Created visual cues with colored boxes, callouts, and typographic hierarchy
Narrative Flow: Adjusted content structure to follow the reader's natural discovery process
Content Adaptation System
Consistent Message Blocks: Developed standardized explanations of key concepts for use across channels
Scalable Examples: Created examples that worked at different levels of detail for different channels
Terminology Standardization: Established a controlled vocabulary for technical terms
Cross-Channel Integration
Channel-Specific Formatting: Adapted core content for email, LinkedIn, sales templates, and the eBook
Progressive Disclosure Approach: Designed content to reveal complexity progressively across touchpoints
Visual Language Consistency: Ensured design elements reinforced content structure
Results & Metrics
The enhanced content architecture was implemented across the full campaign ecosystem:
Primary Asset Enhancement
Improved eBook Structure: Enhanced readability while maintaining technical accuracy
Redesigned Formula Presentation: Created clear visual formulas with step-by-step examples
Optimized Navigation: Improved flow from fundamental concepts to advanced applications
Campaign Extension
LinkedIn Ads: 1,000,000 impressions, 4,803 clicks
Email Campaign: 78% open rate, 83% CTR on eBook delivery
Sales Enablement: Template usage across global sales team
Measurable Results
94 Form Submissions: Direct engagement with the content
75 Qualified Leads: Properly tagged and distributed to sales
3,194 Landing Page Views: Significant traffic to the campaign page
Reflection & Lessons Learned
This project reinforced several key principles about effective content enhancement:
Technical Content Demands Visual Clarity: The positive response to our formula presentation proved that complex calculations can be made approachable through thoughtful visual structuring without sacrificing accuracy.
Structural Improvements Create Campaign Efficiency: By enhancing the structure and consistency of core concepts, we increased campaign cohesion while reducing production time.
Sales-Marketing Alignment Requires Content Planning: The templates we created ensured consistent communication of our value proposition across all customer touchpoints.
Based on post-campaign analysis, we implemented several refinements to our content enhancement approach for future campaigns:
Enhanced email nurture sequence based on engagement patterns
Developed more region-specific examples for global audiences
Created standardized formula visualization templates for future technical content
This framework has since become our standard approach for enhancing complex technical material to create accessible, engaging content that drives measurable business results.
