The situation
AACSB and Beacon Hill have both been long-term Imarc partners. Together, we've redesigned their websites, focused on user experience (UX), executed campaigns, and more. While both partnerships share a foundation of strategic collaboration, our approach to content creation and promotion differs based on each organization's unique needs and goals.
The challenge
Though AACSB's content is generated in-house and Beacon Hill's is crafted monthly by our team, both organizations share the same goal of maximizing the impact of their content. Writing search-engine-optimized content is no longer enough. To maximize efficacy, you need to actively support and promote it to drive visibility and conversions.
The solution
For Beacon Hill, we handle the strategy and creation of their SEO-optimized blogs and infographics each month. We focus on key industry topics and monitor strong-performing keywords to ensure their content stays competitive. For AACSB, while we don’t produce the content ourselves, we work closely with their marketing team, taking the blog posts they send us each month and helping to get them in front of a larger audience through paid media.
We build and launch monthly strategic campaigns for both clients to drive targeted traffic to their content. Our primary promotion tool is Google Ads search campaigns, which help connect their audiences with valuable resources at the right time.
At AACSB International, we strive to reach and engage a global audience of business education leaders—and Imarc has been an exceptional partner in helping us achieve our goals. Their digital advertising expertise, strategic approach, and data-driven insights have significantly amplified our campaigns’ reach and impact.
Jessica HooperDirector of Advocacy, AACSB
The results
We have been running AACSB's content campaigns since 2023 and Beacon Hill's since 2022. In that time, we've seen increases in engagement and conversions for both clients. Below, we highlight some key wins from 2024.
Between 7/1/2023 and 6/23/2024, AACSB recognized a +34% increase in sessions, +46% increase in users, +43% increase in average engagement time, +43% increase in new users, and +224% increase in the engagement rate from their paid media content campaign.
Through a combination of strong SEO-optimized writing and paid media, Beacon Hill recognized a 189% increase in page views, a 313% increase in website users, and a 12% decrease in bounce rate compared to the previous year. It also recognized a 218% increase in events on resource pages completed in FY24.
Specific to their paid media content campaign, they saw +3% in clicks, +50% in the average click-through rate (CTR), and a +31% increase in conversion value between 6/1/2023 and 6/1/2024.
I’ve been working with Imarc for over two years now and they’ve become such a reliable part of the Beacon Hill content process. They really understand our audience and consistently bring fresh, thoughtful ideas that align perfectly with our goals. Beyond just great content, I really appreciate how they help us boost performance through paid media—it’s made a big difference in getting our message in front of the right people.
Erica MetcalfContent Specialist, Beacon Hill
As our partnerships evolve and metrics continue to prove successful, we may expand our paid media approach beyond search to additional platforms, opening up even more opportunities for growth and visibility.
The future
At Imarc, we deliver monthly reporting through custom dashboards, ensuring our clients have visibility into campaign performance. As AACSB and Beacon Hill continue to grow their brand equity, we expect the impact of our paid media support to scale alongside them, helping them reach even greater audiences and drive stronger results.
If you're ready to amplify your content strategy with a trusted partner, we're here to help.