Summary
Using content marketing to drive awareness, inbound traffic, and engagement is an approach that many B2B organizations are still striving to do well. As ADP moved from product-centric to audience-centric marketing, it revamped its content strategy to engage key personas and support business goals. As page views and total visitors increased, the content program is successfully expanding the top of the funnel while reducing its cost per search view. In this case study, we describe how ADP successfully built a persona-based content marketing strategy to support inbound traffic growth and engagement with target audiences.
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