For small businesses, the whole point of your blog is to reach more customers, show them what you stand for, and win their trust (and their commerce). Dog food company Raised Right Pets knew that they needed to outsource their blog writing to a dog content writer to make the most of this marketing opportunity. Here’s how they did it:
Finding our content writing team
Often, small companies get in touch with us directly, asking for our help with writing their pet blog. But sometimes, they actually employ a digital marketing service, who do the planning and keyword research, then order the articles from us on their behalf. That was the case with Raised Right Pets, who used well-known pet agency Cliverse to design and create their content plan.
We’ve worked with Cliverse on several projects, and they immediately got in touch to see if we had a dog content writer available. After discussion with them about the project, we were able to assign a small team of vet writers with interests in nutrition. This not only means the company gets writers with extra nutritional knowledge, but it means our vets enjoy their work more. We love writing about our personal interests!
Raised Right Pets’ content strategy heavily relies on writing pieces targeting long-tail keywords. As a small company, this makes sense – they’re easier to compete on than some of the less specific keywords. However, this presents a challenge for the pet content writer, as very specific knowledge is needed to write a good article. Luckily, our vet writers are not only experienced with using long-tail keywords, but they have the knowledge to write on very specific subjects, like the expected weight gain for a yorkie or what to feed a dog with acid reflux.
Keywords on a theme
The keywords chosen by Raised Right Pets weren’t random – they were all on or near the theme of dog food and nutrition. For instance, growth rates for certain dog breeds, what to feed a sick dog, or articles about bad skin or gastroenteritis, for whom a diet change may be the answer. Theming their keywords like this ensures that only those pet owners searching for answers about their pet’s diet would come to their website – it’s much more targeted than simply taking the ‘scattergun’ approach to dog blog keywords.
Experts on hand
Having expert vets on hand for advice as well as writing articles allowed Raised Right Pets to screen out unsuitable keywords or change the direction of the article to ensure the advice given was in line with veterinary recommendations and recent advances in animal nutrition. Rather than blindly writing the article suggested by keyword research, our vets were able to ensure that the articles were clinically correct, safe, and following the evidence to give readers the best experience.
Raised Right Pets now have a well-stocked blog, with hundreds of articles written by qualified vets. They rank in the top 5 for lots of their long-tail keyword choices. All in all, a successful partnership!
Click below to see an example of an article written by one of our dog content writers for Raised Right Pets.