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Creating a Content Hub to Highlight Thought Leaders

The Opportunity

The Corporate and Executive Education (CEE) team at Northeastern’s D’Amore-McKim retained Belfort Group (BG) to build a content marketing and lead generation program to help engage a select audience of Chief Learning Officers, training executives and VPs of Learning and Development within large corporations. Our team sought to create a content-rich, responsive blog to host dynamic thought leadership content from professors, brand the CEE practice’s offerings to corporations, and leverage the content created on the blog across multiple channels to create touch points with prospective customers.

The Strategy

BG conducted an internal brand development and naming process to establish a brand identity of #LeadersAtWork for the blog platform, created comprehensive messaging and a signature design, and worked with faculty to curate, write, and edit blog posts, video testimonials, and podcasts. The blog was launched and promoted through a sponsored webinar with Training Magazine focused on the topic of Cultural Agility.

The Result

BG successfully created a cutting edge, modern blog with a distinctive brand identity to differentiate and market the CEE practice at the D’Amore-McKim School of Business. The blog became the central marketing asset and content hub for the campaign, used to engage more than 130 client prospect leads plus more than 570 additional influencers each month. BG found innovative ways to use the blog to engage new client prospects and deliver thought leadership content, and the #LeadersAtWork blog was eventually adopted as the primary thought leadership platform for the entire business school.