The challenge:
Life before Turtl

The use of a legacy format created several barriers that hindered content performance

PDF as a barrier to content performance

Before Turtl, IR Magazine primarily produced its content, such as reports, magazines, and event follow-ups, using the traditional PDF format.

The company recognized that publishing its materials as a PDF was, in many ways, a barrier to producing best-in-class digital documents. Keen to create interactive content, understand content performance, and boost lead generation, IR Magazine sought an alternative to the status quo.

Challenge #1

Content bottlenecks

Creating compelling content in PDF was time-consuming, clumsy, and uninspiring. IR Magazine is an award-winning brand; the sample content shared via a PDF viewer failed to reflect this and oftentimes did not look the part.

In addition, James Noden (Design & Product Executive) was the only team member able to produce documents. This elongated the production process considerably, strained resources, and meant that IR Magazine was constantly battling a huge content bottleneck.

At a time when teams are tasked with producing the same (if not more!) content with fewer resources, it became increasingly unsustainable to continue on the trajectory that IR Magazine found itself on.

PDF as a barrier to content performance

Challenge #2

Integration and embed troubles

Once IR Magazine had completed an exciting piece of content, sharing these documents threw up yet more obstacles.

IR Magazine's website is a central source of information, but embedding content in the PDF format often left a lot to be desired; both aesthetically and functionally.

Not only was engagement impacted by presentation, but the combined use of PDF and a specific PDF viewer proved onerous when it came to integrating forms that were essential for lead capture.

Challenge #3

Lack of insights

Although some reader data was gathered via the PDF viewer used by IR Magazine, the analytics were limited and, therefore, harder to apply as part of a strategic approach.

Without detailed reader analytics, IR Magazine was struggling to understand how readers were engaging with its content and how documents were performing. This in turn prevented IR Magazine from uncovering what was of interest to its readers and how to evolve its content strategy to drive better outcomes.

The benefits that Turtl offered seemed to align with IR Magazine's priorities and requirements…

And then along came Turtl ➜