Rippling has grown from over $16 billion, and their website traffic went from 20,000 monthly visitors in 2021 to over 1.5 million today.

This didn't happen by accident. It happened because of a three-part digital marketing playbook that any business — software, services, or anything else — can copy.

Here's what I cover in this breakdown of Rippling's marketing strategy:

- How Rippling ditched generic messaging and rebuilt their entire website around laser-targeted customer segments — and why this drove higher-quality leads from real decision-makers

- The content strategy that grew their blog from 5,000 to nearly 200,000 monthly visits — and the exact topic clusters they used to do it

- Why Rippling built out state-by-state labor law content across every US state, and what this teaches you about hyper-specific audience targeting- What "Rippling Plus" is, why it's a smart play to insulate against AI search disruption, and whether it's worth attempting for your business

- How Rippling uses original research and digital PR to get coverage in the exact publications their target audience reads — and why this is now critical for AI search visibility

- Where Rippling's AI search visibility currently stands, and the one area they need to improve before competitors chip away at their leadThe three-pillar playbook behind Rippling's rise is something any business can learn from — whether you're starting from scratch or trying to scale what's already working.

The key lessons from Rippling's approach:

- Tell a specific story for each customer segment — not a generic one for everyone

- Build content around the topics your different audiences actually search for

- Use original data and digital PR to earn coverage in the publications AI tools cite

Read the show notes:

https://exposureninja.com/podcast/rippling-marketing-strategy/

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