Fathom is a Cleveland, Ohio-based data-driven marketing firm of 150 employees. Focusing on SEO, PPC, marketing automation and content creation, Fathom has been named one of Advertising Age’s top 25 search marketing agencies six years in a row. Their clients range from tech companies and consumer brands to hospitals and universities. Their goal is to raise $2 billion in revenue for clients by 2020.
Fathom was approached by Ohio Business College, a small career college looking to increase enrollment by focusing on lead generation, brand awareness and engagement. From the onset, Abigail Birmingham, manager of creative for Fathom Education, knew that standard static content wasn’t going to help OBC stand out in an already saturated market.
“Because they were so focused on lead gen, we knew we had to produce content that not only engages but drives relationships,” Birmingham says. “Static content often falls short. We needed to use interactive content to tie our pieces together and really differentiate OBC from the other colleges.”
However, since Ohio Business College has a small team and a limited content budget, Fathom had to create content that would maximize spend while keeping costs down.
– Abigail Birmingham, Creative Manager, Fathom Education
The first step was to revamp the college’s static PPC landing page into a new program-specific landing page that walks potential students through career pathways, student testimonials and even campus locations.
“The original landing page had a very generic overview,” Birmingham says. “So last July we worked with ion to build OBC a landing page with a four-month trial.”
The trial worked. The interactive landing page performed 56% better—earning a 5.78% conversion rate, compared to the 3.70% conversion rate of the static landing page.
From there, the team focused on interactive financial aid content. Since the college hosts career-focused, non-traditional students, it was important for OBC to produce content that helped prospects make the best decisions for their education and future careers.
For example, Fathom created an interactive infographic that helps students see the cost trends of a college education as well as the ROI of degrees from different types of schools. Engagement with the infographic was phenomenal, with an average of nearly four and a half minutes spent on the page, a huge jump from the 15 second average most web content gets.”