Demand Gen Content
Diary of a first-time CMO
A digital microsite experience for Cognism’s flagship book “Diary of a First-Time CMO,” optimised for content-rich navigation and engagement. Outcomes: +60K website views on the digital microsite & 11M pipeline
Project Overview:
In collaboration with Cognism’s CMO Alice de Courcy, I led the website design and UX strategy for the digital edition of “Diary of a First-Time CMO”, documenting her journey as a first-time CMO. The project involved turning two 25–30K word books into an engaging, easy-to-navigate microsite. This was released in two volumes:
Volume 1: February 2023
Volume 2: November 2024
The target audience was marketing leaders, CMOs, and senior marketing professionals. The goal was to create a premium, content-rich experience that positioned Cognism as a thought leader in B2B marketing.
The Challenge:
Transforming a full-length book (25–30K words per volume) into a digital-first experience posed several challenges:
High content volume: 10x the average blog post length.
Navigation complexity: Needed to break the content into manageable sections for easy reading.
Performance concerns: Large pages with media and embeds could compromise loading times.
User engagement: Needed to keep visitors engaged with a book-length page.
The Approach:
I worked with our Web Developers, Design team, and Demand Gen Content teams to build a dedicated microsite with:
1. Structured Microsite Layout:
Created a homepage with links to the audiobook, related podcasts, Amazon purchase page, and supporting resources.
Built dedicated Volume 1 and Volume 2 pages with intuitive header navigation and sidebar menus, making chapters and sections easy to browse.
Added chapter progress indicators to improve navigation and provide a better reading experience.
2. Optimised Performance:
Optimised all graphics, videos, LinkedIn embeds, and supporting media.
Achieved an impressive 2.4-second load time, despite the high page content volume.
3. Enhanced UX & Feedback:
Implemented Hotjar visitor feedback surveys and widgets to gather real-time user insights.
Iterated based on feedback to further refine layout and navigation.
4. Content & Media Integration:
Incorporated supporting graphics, videos, and LinkedIn post embeds for a richer storytelling experience.
Ensured the experience was responsive and accessible across devices.
Execution Highlights:
Designed and launched a microsite with custom navigation for seamless reading.
Added chapter progress indicators to improve user orientation.
Collaborated cross-functionally with design, development, demand gen content and marketing leadership teams.
Managed content optimisation, ensuring pages loaded quickly despite large content and media embeds.
Set up Hotjar surveys and widgets to gather actionable UX feedback.
Monitored and measured the performance post-launch using GA4 and Dreamdata
Results & Impact:
60,000+ page views on the digital microsite
7M+ revenue generated
11M+ pipeline influenced
25,000+ podcast downloads
2,000+ physical book sales on Amazon
Positive feedback from users on navigation and readability of the digital edition.
More Projects
Demand Gen Content
Diary of a first-time CMO
A digital microsite experience for Cognism’s flagship book “Diary of a First-Time CMO,” optimised for content-rich navigation and engagement. Outcomes: +60K website views on the digital microsite & 11M pipeline
Project Overview:
In collaboration with Cognism’s CMO Alice de Courcy, I led the website design and UX strategy for the digital edition of “Diary of a First-Time CMO”, documenting her journey as a first-time CMO. The project involved turning two 25–30K word books into an engaging, easy-to-navigate microsite. This was released in two volumes:
Volume 1: February 2023
Volume 2: November 2024
The target audience was marketing leaders, CMOs, and senior marketing professionals. The goal was to create a premium, content-rich experience that positioned Cognism as a thought leader in B2B marketing.
The Challenge:
Transforming a full-length book (25–30K words per volume) into a digital-first experience posed several challenges:
High content volume: 10x the average blog post length.
Navigation complexity: Needed to break the content into manageable sections for easy reading.
Performance concerns: Large pages with media and embeds could compromise loading times.
User engagement: Needed to keep visitors engaged with a book-length page.
The Approach:
I worked with our Web Developers, Design team, and Demand Gen Content teams to build a dedicated microsite with:
1. Structured Microsite Layout:
Created a homepage with links to the audiobook, related podcasts, Amazon purchase page, and supporting resources.
Built dedicated Volume 1 and Volume 2 pages with intuitive header navigation and sidebar menus, making chapters and sections easy to browse.
Added chapter progress indicators to improve navigation and provide a better reading experience.
2. Optimised Performance:
Optimised all graphics, videos, LinkedIn embeds, and supporting media.
Achieved an impressive 2.4-second load time, despite the high page content volume.
3. Enhanced UX & Feedback:
Implemented Hotjar visitor feedback surveys and widgets to gather real-time user insights.
Iterated based on feedback to further refine layout and navigation.
4. Content & Media Integration:
Incorporated supporting graphics, videos, and LinkedIn post embeds for a richer storytelling experience.
Ensured the experience was responsive and accessible across devices.
Execution Highlights:
Designed and launched a microsite with custom navigation for seamless reading.
Added chapter progress indicators to improve user orientation.
Collaborated cross-functionally with design, development, demand gen content and marketing leadership teams.
Managed content optimisation, ensuring pages loaded quickly despite large content and media embeds.
Set up Hotjar surveys and widgets to gather actionable UX feedback.
Monitored and measured the performance post-launch using GA4 and Dreamdata
Results & Impact:
60,000+ page views on the digital microsite
7M+ revenue generated
11M+ pipeline influenced
25,000+ podcast downloads
2,000+ physical book sales on Amazon
Positive feedback from users on navigation and readability of the digital edition.
More Projects
Demand Gen Content
Diary of a first-time CMO
A digital microsite experience for Cognism’s flagship book “Diary of a First-Time CMO,” optimised for content-rich navigation and engagement. Outcomes: +60K website views on the digital microsite & 11M pipeline
Project Overview:
In collaboration with Cognism’s CMO Alice de Courcy, I led the website design and UX strategy for the digital edition of “Diary of a First-Time CMO”, documenting her journey as a first-time CMO. The project involved turning two 25–30K word books into an engaging, easy-to-navigate microsite. This was released in two volumes:
Volume 1: February 2023
Volume 2: November 2024
The target audience was marketing leaders, CMOs, and senior marketing professionals. The goal was to create a premium, content-rich experience that positioned Cognism as a thought leader in B2B marketing.
The Challenge:
Transforming a full-length book (25–30K words per volume) into a digital-first experience posed several challenges:
High content volume: 10x the average blog post length.
Navigation complexity: Needed to break the content into manageable sections for easy reading.
Performance concerns: Large pages with media and embeds could compromise loading times.
User engagement: Needed to keep visitors engaged with a book-length page.
The Approach:
I worked with our Web Developers, Design team, and Demand Gen Content teams to build a dedicated microsite with:
1. Structured Microsite Layout:
Created a homepage with links to the audiobook, related podcasts, Amazon purchase page, and supporting resources.
Built dedicated Volume 1 and Volume 2 pages with intuitive header navigation and sidebar menus, making chapters and sections easy to browse.
Added chapter progress indicators to improve navigation and provide a better reading experience.
2. Optimised Performance:
Optimised all graphics, videos, LinkedIn embeds, and supporting media.
Achieved an impressive 2.4-second load time, despite the high page content volume.
3. Enhanced UX & Feedback:
Implemented Hotjar visitor feedback surveys and widgets to gather real-time user insights.
Iterated based on feedback to further refine layout and navigation.
4. Content & Media Integration:
Incorporated supporting graphics, videos, and LinkedIn post embeds for a richer storytelling experience.
Ensured the experience was responsive and accessible across devices.
Execution Highlights:
Designed and launched a microsite with custom navigation for seamless reading.
Added chapter progress indicators to improve user orientation.
Collaborated cross-functionally with design, development, demand gen content and marketing leadership teams.
Managed content optimisation, ensuring pages loaded quickly despite large content and media embeds.
Set up Hotjar surveys and widgets to gather actionable UX feedback.
Monitored and measured the performance post-launch using GA4 and Dreamdata
Results & Impact:
60,000+ page views on the digital microsite
7M+ revenue generated
11M+ pipeline influenced
25,000+ podcast downloads
2,000+ physical book sales on Amazon
Positive feedback from users on navigation and readability of the digital edition.