Northeastern University - Articles

Founded in 1922, Northeastern University’s D’Amore-McKim School of Business provides students with experiential learning to launch their professional careers.

Stakeholders wanted to promote the university's online master's degree programs. Specifically, they needed a way for their program landing pages to rank highly in organic search. The main objective was to spread awareness of the school's robust online course offerings among working tax professionals.

Generating qualified inbound leads

In collaboration with the Pearson marketing team, I wrote a series of blog articles for a targeted readership of tax accountants. Our content covers legal news, industry trends and career development. Each blog is optimized for search and fits into the organization's overall lead generation strategy.

My content helps prospective students learn more about the online programs and courses offered by Northeastern. The blogs demonstrate a keen understanding of the challenges unique to working tax professionals. As top-of-funnel assets, the blogs capture traffic from search and drive it to the university's course descriptions and contact pages.