SITUATION

This credit monitoring firm faced both a trust challenge and opportunity with consumers in the wake of data breaches and class action lawsuits over regulation compliance. The enterprise recognized that the reputation of the entire industry was suffering. To start rebuilding trust, the credit monitoring firm reached out to Content Science for a new approach to content for their website and other channels.

SOLUTION

Content Science combined capabilities to understand the situation, form a content strategy, and help execute it:

• CS Lab to audit the current content, analyze the current content performance, and assess the company’s maturity level of content operations.
• ContentWRX to efficiently evaluate the current content’s effectiveness with thousands of consumers.
• CS Brain to define a vision for content in collaboration with marketing leaders and to synthesize insights from the assessment with trends and best practices.
• CS Brain to develop a comprehensive report of strategic recommendations for content experience, editorial, architecture, and operations. 
• CS Forge, our creative studio, to mock up content concepts.
• CS Lab to test concepts with consumers to gauge clarity, tone, and much more.

The effort identified many

• Opportunities for the credit monitoring firm to not only restore trust but also make trust through content a competitive advantage.
• Potential risks and liabilities, such as dark patterns, that not only harm trust but also put the firm at risk for regulatory compliance.

RESULTS

This extensive effort gave the credit monitoring firm’s marketing team a turnkey approach to improving their content’s impact on consumers and scaling their content operations. The firm followed many recommendations successfully. However, the credit monitoring enterprise also chose not to follow recommendations, which have contributed to the firm suffering unfavorable rulings in class action lawsuits and, in turn, undermined the work to rebuild trust. This example serves as a lesson that other Content Science clients can use for their own success.