EdTech · Case study
Northstar Academy EdTech: 6x leads from content SEO
An online course platform replaced paid lead networks with content-led inbound. Six times the qualified leads with no increase in marketing spend.
6x
Inbound leads
+312%
Organic sessions
#1
Course-name terms
10 mo
Engagement
The challenge
Northstar Academy was paying third-party networks roughly eighty dollars per lead with poor conversion. They wanted to own their pipeline through organic search.
What we did
- Mapped 80+ high-intent course-related queries and clustered them into 12 topic hubs.
- Produced 36 long-form guides written by subject-matter experts.
- Built internal link architecture connecting course pages to topical hubs.
- Launched a free curriculum-planning tool that earned 142 backlinks.
The result
Spending with paid networks dropped to zero. Inbound leads from organic were 6x the previous total. Cost per lead fell from eighty dollars to thirteen. Northstar ranked #1 for every course-name query in the catalogue.