Mastercard: Using Standout Custom Content to Engage a Small Business Audience
MasterCard partnered with Imagination to update and maintain its custom website geared to small business owners. There were two objectives: to build awareness of the MasterCard brand among SMBs, and to drive traffic to the existing MasterCard website.
First, Imagination worked with MasterCard to create a custom content calendar that included storylines, authors, sources and topics relevant to small business owners. Next, Imagination worked with industry experts to create original articles and podcasts that provided financial advice especially for the target audience.
Later, Imagination developed a similar website for MasterCard that contained custom content for mid-sized businesses, such as case studies, white papers, podcasts and articles that promoted MasterCard's various services and products.
Through the creation of relevant custom content and the establishment of a uniform design between the two sites, Imagination helped position MasterCard as a thought leader and valuable resource in the small- and mid-size business communities.
MasterCard's wanted to garner the attention of small business owners and establish the company as a trusted resource in their community through the creation of educational articles and podcasts.
After the success of MasterCard's small business page, Imagination's next goal was to reach out to mid-size business owners through a separate website that was more product focused.
Soon after the implementation of MasterCard's small business site, traffic to the home page increased by 300 percent and traffic to the rich media content increased by 700 percent. Interest in MasterCard's special offers also increased by 70 percent.
