Case study: Growing awareness, traffic and leads with search-optimized content
Bentley University: Content strategy and production rooted in SEO best practices drives significant growth in organic traffic from prospective students
Bentley University is a national leader in business education ranked #1 in Career Services by Princeton Review with 7,000 students, 800 employees and 50 degree programs but with limited awareness and/or website traffic from outside New England. Recruited to build and lead a digital marketing capability, I defined the university's first digital content strategy supported by blog posts, podcasts, thought leadership articles and social media engagement that bolstered its career-focused brand and attracted prospective student (customers) to its website.
A content strategy anchored in cornerstone content and supported by dozens of blog posts was at the foundation of this effort. Today, blog posts describing careers in finance and analytics continue to drive tens of thousands of organic visitors to the site every year as terms like “jobs in finance” and “jobs in business analytics” put Bentley at the top of Google’s search results:
In 12 months, new search-optimized content resulted in 85% growth in organic (unpaid) traffic to key program pages, growing both leads and applications to those programs.
85% growth in organic (unpaid) traffic to key program pages drove subsequent leads and applications in a highly competitive category.