Digital Advertising for B2B: A Beginner's Guide
Written for Media Gen Co.

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Most advertising advice assumes a huge audience and a fast decision. B2B buyers are a small, specific group who take months to decide, so the usual playbook doesn't apply. This guide walks newcomers through the formats that actually fit, including content syndication, programmatic display, geofencing, paid search, and LinkedIn account-based targeting, then covers how to budget, what to measure, and the mistakes that waste money.

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 I wrote and designed the guide end to end, from the content strategy and copy through the layout, and worked with the client to position it against their services.