TransUnion - Digitas

TRANSUNION EDITORIAL GUIDELINES

 PROJECT OVERVIEW

 Representing more than just a credit-reporting agency, content will showcase TransUnion® as a provider of analytic solutions that delivers meaningful insights to help businesses and consumers spot opportunities and manage risk. As an “Information for Good” company, the goal of the content will be to educate consumers about credit in simple and actionable ways and answer top consumer questions. 

Topics covered for foundational, long-term content will include, but are not limited to:

Life Stage Connections - Connect important life decisions, activities, and events with actionable credit knowledge to help plan for the present. Potential topics include:

  • New mortgage
  • Retirement
  • College debt 

General Credit Guidance - Provide straightforward and simple guidance that clarifies credit score and credit monitoring ambiguity. Potential topics include:

  • Dispelling credit myths
  • How to improve credit


Security Storytelling - Showcase the power of protecting your credit identity through evidence-based storytelling; from the risks to the success stories. Potential topics include:

  • ID theft success stories
  • Breaking security news
  • Security tips

Credit Empowerment - Deliver useful information on good credit practices across diverse life stage needs empowering customers to improve their credit future

  • Important industry and cultural credit news
  • Social Seek & Response

Additional “Evergreen” Content Areas: 

Other top consumer questions:

  • How do you calculate my credit score?
  • Does my medical debt impact my credit score?
  • What do you consider “good” credit?
  • How can I improve my credit score?
  • I checked my credit report and found misinformation. Why did this happen and how can I correct it?
  • How does my credit score impact my ability to get a loan, such as a mortgage?
  • How long does a missed payment stay in my credit report?
  • What are you doing to protect my identity?
  • How can I check my credit report?
  • Do you share my information with other vendors?
  • What is the difference between Fico and Vantage scores?
  • What is the difference between TransUnion, Equifax and Experian? 

Articles created should be easily repurposed for multiple platforms. A listed article can be repurposed into multiple tweets, a Facebook post, or other social units that are easily consumed and shared.

CONTENT OBJECTIVES:

  • SEO rankings
  • Site traffic
  • Time spent with content
  • Shares

WHO THE READERS ARE:

  • Active Borrowers: Credit users who want to manage rates and feel secure.
  • Active in life stage events, e.g., getting married, buying a house, having children, etc.
  • Individuals looking for information about credit, financial services and credit card debt.
  • Worried retirees (55+) and people concerned with credit/ID protection and growing number of data breaches (i.e., Target).

TARGET AUDIENCE

  • They have mid-range credit scores and want to learn how to improve them.
  • People that do not feel financially secure and worry about money and credit.
  • Have multiple lending products.
  • Use paid credit-monitoring products. 

WHAT TRANSUNION CONTENT IS:

  • Simple:  Content should be easy to interact with and speak in clear and authentic terms that are easy to understand.
  • Actionable:  Information shared should be practical and relatable to our customers.
  • Friendly: Be warm and welcoming, not academic or preachy.
  • Knowledgeable: Be intelligent and the expert in the room, but not jargon-y or intimidating.
  • Compassionate: Convey dedication to helping people make responsible choices.
  • Helpful: Assist consumers in life planning moments where credit plays a role.
  • Succinct: Your audience is busy, so don’t waste their time; get to the point early, and make it count.

WHAT TRANSUNION IS NOT:

  • Complicated/Intimidating: Content will not target financially savvy individuals with more complex personal finance concerns or include complicated financial jargon, but rather empower new and existing users with helpful financial know-how.
  • Dry: Content will not be overly serious or outdated, but will instead deliver information in the most engaging manner possible.
  • Overly opinionated: Content will avoid providing more opinion than fact and not providing concrete findings.
  • Absolute: Content will avoid using terms like “never,” “always,” and “forever.”
  • Unsure/Indirect: Content will not make unclear or broad statements. Content will be confident in tone and direct and include a call to action

BEST PRACTICES:

  • Avoid referencing direct competitors such as Experian, Equifax, Credit Karma, Credit Sesame and LifeLock, except in instances where the topic is around “free annual credit report” or “annual credit report”. All consumers are entitled to one free credit report that shows each credit bureau’s score/report each year. (PLEASE NOTE: Digitas/TU will notify Demand Media in the instance that that it is okay to use competitor’s names within a piece of content.)
  • Avoid writing long sentences, as they are hard to read/understand.
  • Feel free to use contractions. “Don’t worry” vs. “Do not worry.”
  • The name “TransUnion” requires a superscripted “®” the first time it is referenced. However, if the first reference happens to appear in the headline, add an “®” to the second (non-headline) appearance instead.
  • Write enticing headlines and subheads that are to the point and never vague.
  • Lead with a benefit that targets your audience’s most notable pain point.
  • Avoid passive voice in favor of active voice whenever possible.
  • Prefer clarity to cleverness.
  • Ensure that identified SEO keywords are incorporated into each article.
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