MASTERCARD IDENTITY /
Content strategy
A new brand uniting multiple Mastercard acquisitions, Mastercard Identity needed content that reflected its new, united messaging and engaged an expert fraud operations audience.
I incorporated Mastercard brand priorities as well as keyword research, seasonal search trends and other inputs into a 10-month blog calendar. Then I oversaw execution of 10 articles that earned consistent praise from clients for their alignment with brand messaging, tone and voice.
Content Calendar
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Multiple Mastercard marketing teams from the various acquired companies would use the calendar to manage content production. I included a brief explanation to ensure all users could align on the purpose of the calendar and how to use it.
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I worked with SEO experts to develop twelve monthly themes that would guide content production according to seasonal search trends, relevant holidays and other inputs.
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The calendar itself aligns each piece of content with a specific audience and messaging pillar from the Mastercard Identity marketing playbook, ensuring alignment with brand priorities.
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This tab automatically totals the number of content assets associated with each audience, messaging pillar, etc. to ensure balanced content production and avoid thematic gaps.
Executed Article Examples
I edited all content executed on this account to align with SEO priorities and Mastercard Identity brand messaging, resulting in content that was published by the client with minimal edits.