Solution:
Supercharge the content experience

Creating high-value eBooks with limited resources

Unlocking revenue opportunities with premium interactive content

Quick to create

To produce multiple sponsored eBooks every month, Informa decided Turtl's easy-to-use editor was the best way forward. The eBooks are created in Turtl with a pre-coded theme that guarantees consistency through on-brand only options. Each issue is pulled together with simple drag-and-drop functionality, allowing them to produce a busy calendar without draining limited resources.

Better lead capture

Informa needed to know they could reliably deliver a certain number of leads to meet their sponsorship agreements. Turtl lets them place gates within the body of an eBook, so they can offer readers a taster of the content to pique curiosity and show value before asking for their data. This encourages a higher sign-up rate than typical lead capture forms.

Maximum engagement

While digital content can't yet deliver the same experience as an in-person interaction, Informa looked to Turtl to push the envelope on what's possible. Turtl's interactive format is designed with the psychology of engagement in mind. Its navigation mimics that of a real book or magazine and it supports a wide range of interactive widgets like polls, charts, maps, and other visual assets.

Metrics that matter

To help build out a tiered pricing structure, Andrew and his team needed a content software that delivered on multiple fronts. Turtl's detailed individual reader analytics offer incredibly valuable insights for any business. Access to see how individual leads engaged with the eBooks section-by-section could be charged at a higher price.

How Informa Connect offers sponsorship in Turtl

There are three price packages on offer for clients. Depending on which one they choose, they get different levels of visibility in the eBook and access to different insights captured by the Turtl format.

Advertising sponsor

Branding – Full page clickable advert with choice of placement within the eBook
Qualified Leads – Receive a guaranteed 50 leads of those that download the eBook

Editorial sponsor

Thought leadership – Provide a content piece to feature in the eBook
Qualified Leads – Receive a guaranteed 75 leads of those that download the eBook
Branding – Clickable branding included on contents and editorial pages

Headline sponsor

Thought leadership – Provide a content piece to feature in the eBook
Qualified Leads – Receive all leads (minimum 100) of those that download the eBook, plus a breakdown of what content each viewed
Branding – On front cover and all content pages, plus a full page clickable advert with choice of placement within the eBook

The editorial sponsorship has been by far the most popular, with clients eager to see their content in Turtl's dynamic interactive format

Andrew Burrow, Head of Content, Insight, and Analytics at Informa Connect