Throughout this month, the whitefox Books for Brands series will highlight excellent manifestations of creative content marketing from around the world, revealing the power of editorial content, and books in particular, in elevating a brand’s visibility and credibility.
Kayla Itsines is a fitness entrepreneur who has built an international community of 5 million followers via Instagram. Itsines started on Instagram in 2014. When she reached 150 followers, she released an ebook that was a collection of workout routines, which she priced at £65.
In an interview with Business Insider, she states, “The ebook is everything. That’s what started everything.”
Itsines’ ebook is her ‘evergreen’ content; it continues to draw in customers and gives context to her YouTube videos and Instagram posts. Itsines uses hashtags to encourage followers to post their progress – deepening engagement with her brand and encouraging others to join.