2022

Killer Content Awards

Category: Buyer-Focused Content

The Syllabus:

Part of ADP’s mission is to help businesses adapt and respond to the changing work world. When the Covid-19 pandemic hit, the organization wanted to help connect businesses with the tools and expertise needed to operate and navigate forward during the pandemic.

Lesson Plan:

The company created the ADP Coronavirus Employer Preparedness Toolkit, which features up-to-date resources on everything from applying for PPP loans and managing leaves of absence to supporting and caring for employees. The toolkit is an audience-driven hub designed to help business leaders confidently navigate the rapidly evolving business and regulatory climate.

To ensure an audience-first strategy, ADP aggregated inbound questions and requests and conducted market research. To ensure timely and relevant content production in critical areas, the ADP team distilled the needs of their audience into three content pillars identified via market research: Business Continuity, Compliance and Employee Health and Financial Wellness.

Report Card:

Within the Business Continuity pillar:

  • ADP’s Guide to PPP received almost 1 million pageviews since inception

 

The Compliance pillar saw:

  • Hundreds of thousands of attendees to Covid-19-related webcasts since inception
  • Tens of thousands blog subscribers for legislative updates
  • Close to a half-million visitors to legislative blog content

Finally, the Employee Health and Financial Wellness pillar:

  • Generated more than tens of thousands of views of the Employee Communications Toolkit

Report Card:

Within the Business Continuity pillar:

  • ADP’s Guide to PPP received almost 1 million pageviews since inception

 

The Compliance pillar saw:

  • Hundreds of thousands of attendees to Covid-19-related webcasts since inception
  • Tens of thousands blog subscribers for legislative updates
  • Close to a half-million visitors to legislative blog content

Finally, the Employee Health and Financial Wellness pillar:

  • Generated more than tens of thousands of views of the Employee Communications Toolkit

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