Problem

McAfee wanted to be known for providing helpful security tips to consumers to help improve its brand affinity and awareness. It already had a blog and social program, but it hadn’t really spoken about the Internet of Things in a prolific way yet. At the same time it had an emerging leader within the company who was looking for an outlet.

Solution

As the Director of Digital Content, I developed a thought leadership program for one of their senior leaders, Shaila Shankar. I also developed the content strategy in partnership with Shaila, combining her domain expertise with common questions we pulled from social media research and related news headlines.

After getting approval for the topics covered, a writer on my team got to work developing the content and taking our concepts to life. Shaila made final edits and we published on their blog. We also developed visuals to promote the content across their social channels.

Below is some of the content from the program.

• The Connection Between IoT and Consumers’ Physical Health

• How to Protect Your Connected Devices from Common Cyberattacks

• Understanding Your Kid’s Smart Gadgets

• Inside a Modern-Day Smart Home

• Seamless Security for the Connected Consumer

Results

In Q4 2018, the mobile and IoT blog garnered 135K+ page views, an 818% increase over Q4 2017 (14.7K) thanks to a regular drum beat of content, popular topics and paid amplification.