The Challenge

The Challenge

The University of Vermont’s Continuing Education website wasn’t having any trouble attracting visitors, but it wasn’t effectively designed to convert those visitors into leads. Additionally, UVM was looking for a website that would act as the hub of all their content, carrying the same SEO and branding benefits as their main website, but effectively segmenting blog categories and content by the interest levels of their personas.

The Process

The Process

The University of Vermont had already been working with New Breed on executing an inbound marketing strategy using HubSpot, so when we were looking to develop a blogging-specific strategy, we were able to analyze the previous HubSpot progress that had been made to date. Based off of this data and taking consideration to the unique characteristics of the Continuing Education program, we decided a fully redesigned blog, built using our custom PubHub Blogging platform, would be the optimal solution.

Since UVM offers a wide range of courses and programs, they were interested in organizing their blog content and segmenting it to appeal to their main target personas. With the PubHub blog we were able to target buyer personas in a growth conducive platform that allowed UVM staff to actively manage blogging and premium content offers, while creating conversion focused content. Unlike traditional blogging platforms, the PubHub allows for custom design, content targeting based on personas and includes several additional features focused on increasing engagement.

With the built in calls-to-actions and landing pages that come with our PubHubs, UVM was able to not only offer premium content that could be targeted to visitors and leads based on their status in the funnel, but also provide the UVM team with insights and metrics to help them determine how their content was resonating with their readers.

A goal with the UVM PubHub was to also have a deep integration with their social media channels, making it easier to curate their own content to share. UVM’s social media pages are specific to individual departments, making the accounts numerous and varied. But with the PubHub, we helped them to remain active by providing a place where the teams could source content, making it easier to monitor progress, such as page conversion metrics and social followings.

The Result

The Result

UVM’s PubHub successfully segmented their content based on their buyer personas, targeting specific categories of interest and enabling them to develop a more effective keyword strategy to drive higher-quality traffic and attract new students. Under the new platform, blog content is organized and tailored to increase persona engagement. The blog is now actively managed and monitored for page conversion metrics and social followings. As a result, the following traffic and engagement growth has been achieved:

  • Over an 8 month period, blog traffic continued to increase with 30% from social networks and 27% from organic searches.
  • Twitter followers increased by almost 100%, going from 230 followers to 429.
  • Twitter engagement went up dramatically resulting in a 500% increase in retweets and mentions.
  • Targeting content resulted in an email open rate increase from 18.9% to 32.4%.
  • The email click-through rate increased from 2.6% to 8.3%