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Growing the Online Presence of One of the Berkshires' Most Recognizable Media Brands
Updated: 34 minutes ago
It may be a younger publication in the area, but The B has quickly become a beloved read for its celebration of the people, places, and stories that make the Berkshires unique. As the magazine continues to grow, so does the opportunity to connect with readers beyond the printed page. Our role wasn't to reinvent the brand, but it was to help it thrive in a digital-first world while preserving the editorial voice readers already knew and trusted.
The Opportunity
A publication's greatest strength is its storytelling, yes, but great stories deserve to be discovered.
When we joined the team, our goal wasn't simply to increase followers or post more often. We set out to create a connected digital ecosystem that would expand The B's reach, strengthen reader engagement, and support the publication's editorial mission across every platform.
That meant looking beyond social media to consider the entire reader journey: from discovering an article on Instagram, to visiting the website, subscribing to The B'uzz, attending community events, and becoming a loyal, returning reader.
The B has a strong readership in the region, but was in need of a deeper digital presence that celebrates Life in the Berkshires.
What We Built
Working as an extension of The B's internal team, we developed an ongoing digital strategy that combined creative storytelling with measurable marketing.
Our partnership includes:
Social media strategy, content creation, and community management
Editorial planning aligned with print and seasonal campaigns
Website content management and SEO optimization
Email marketing support for The B'uzz
Event promotion and campaign strategy
Monthly reporting, analytics, and performance recommendations
Creative direction for new digital initiatives and audience growth
Every recommendation is grounded in data while remaining true to the publication's thoughtful, community-first voice.
The B's website design was an exceptionally communicative, collaborative process on a deadline: We had just over a month to design 10+ pages, build out a massive CMS structure and backfill all archival editorial content from previous issues. Now, all of their stories have a beautiful, easy-to-navigate digital home (whose accent color changes with each issue, coordinating with social icons, highlight covers, and profile picture).
The Results
Over the course of our partnership, The B has seen consistent growth across nearly every digital touchpoint.
Highlights include:
Tens (often hundreds) of thousands of monthly impressions across Instagram
Engagement rates consistently outperforming industry averages
Significant increases in website traffic driven through social content
Strong growth in profile visits and link clicks
Increased visibility for editorial features, local businesses, and community events
A more cohesive digital presence connecting print, web, email, and social into one unified experience
Beyond the numbers, the publication has built a more engaged online community—one that doesn't simply consume content, but actively participates in the conversations that make the Berkshires such a vibrant place to live, work, and visit.
The B's incredible in-house designer, Julie Hammill of Hammill Design, created a stunning spread for the Spring 2026 issue titled "The Big Cleanup," and we had the honor of translating the pages into carousel slides and stories that drove traffic to the article and increased audience engagement.
When The B shared with us that Pittsfield, MA and Hudson, NY had been ranked #11 and #44 on the culturaldata.org list of Arts-Vibrant communities of 2025, we knew that the news would be celebrated by their arts-and-culture-loving audience (and that the post called for a custom illustration).
Bea's House editorial carousel translates Early Summer 2026 feature into social media spot, with 15k impressions, a 12% engagement rate, and 30 new followers. During the restaurant's launch month, the first two google results for "Bea's House Lenox" and "Bea's House" were The B's article online and the corresponding Instagram post. Article by Ellen Morrissey, photographs by Linda Campos.
A Lasting Partnership
Today, Hadley Clover continues to serve as The B's fractional digital marketing team, helping shape strategy, produce content, analyze performance, and uncover new opportunities for growth.
By combining editorial storytelling with thoughtful digital marketing, we've helped ensure that one of the Berkshires' most recognizable publications reaches readers wherever they are, whether that's flipping through the latest issue at their favorite café or discovering a new story online.
70k+
monthly Instagram impressions
Thousands of readers driven to editorial content every month
13.6%
peak engagement rate
Ongoing strategy across social, web, email, and events
Services
Social Media Strategy • Content Creation • Community Management • Editorial Planning • Website Management • SEO • Email Marketing • Analytics & Reporting • Creative Direction
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