Moving into the second year of their partnership, ADM asked Fusion92, the agency I was working for, to develop longform assets like this eBook. This was the first of more than 20 such assets I wrote and/or creative directed in 2024.
Keto-Friendly Flour Replacer eBook
The Approach
As Fusion92’s relationship with ADM expanded, they asked us to help them develop eBooks, brochures, sales sheets, and more longform assets to serve as ‘gated assets’ on their website.
The majority of ADM’s integrated media campaigns drive towards landing pages where these gated assets live, and consumers can share their contact info in return for receiving these free downloadable assets. Afterwards, ADM’s sales team adds these prospective clients to a SalesForce email marketing funnel or contacts the consumers directly.
In addition to writing and creative directing this eBook, I created a template for ADM’s eBooks to help Fusion92 streamline the production process for all longform assets moving forward.
By adopting a template for ADM’s longform assets, Fusion92 was able to better estimate the hours needed to complete similar projects and made it easier for the clients at ADM to understand the production process and provide feedback on the longform pieces themselves.
The Results
This Keto-Friendly Flour eBook was extremely well received by our clients and became the template for future ebooks that the Fusion92 team developed for ADM over the next two years. It was consistently referenced by their internal marketing team as the “gold standard” of their longform assets.
The ADM client called the Keto-Friendly Flour Integrated Marketing Campaign we developed a “huge success” and this downloadable asset generated dozens of new B2B leads for ADM’s sales team over the three months the campaign ran.
Jeff Girten 