The Challenge
Equifax was exploring a new concept: content marketing. While well known for credit scores and financial data, the company had not yet used educational content to:
- Build brand awareness for its consumer products
- Engage directly with audiences
- Drive new revenue streams
The question was simple: Could content marketing actually work at scale for a company like Equifax?
The Solution
We launched Equifax’s first-ever content marketing program by:
To cap the program, we developed a user-generated video contest that invited consumers to share their financial stories and advice.
- Designing and managing their first blog
- Publishing fresh, educational articles multiple times a week
- Distributing content through social media channels to expand reach
- Testing campaigns across both B2C (consumers) and B2B (financial institutions) audiences
The Results
The program exceeded expectations:
- Hundreds of video contest submissions and over 1 million consumer votes
- Significant increases in website traffic and social engagement
- Direct attribution of new revenue to the content marketing program
- Proof of concept that led Equifax to bring content marketing in-house as a core corporate marketing function
What began as an experiment became a transformative marketing strategy that continues to shape Equifax’s brand presence today.
Next: Looking to launch or scale your content marketing program? Let’s Talk