Content marketing is about more than just selling. For the pet industry, it can encourage ethical ownership, promoting good practices, healthy habits and happy animals. 

In the latest It Works Media article, we discuss how pet brands can enhance their content strategy to emphasise the importance of looking after our animals in the best possible way.

Pet Product Pages

One great way to put pets’ needs first is by editing your product pages with pet owners in mind. Curate your product page to include detailed descriptions about each of the products/services you offer. Instead of simply promoting more profitable items in stock, write about how owners can choose merchandise that is best suited to their animal. 

If you sell pet food, for example, include a few sentences below each product explaining what nutrients are included. Then, let the reader know what breed types, sizes, ages, activity levels and dietary requirements would benefit from choosing each product. Allow your consumers to compare what you have to offer them, honestly letting your buyers know what’s the best investment for their animal’s individual needs. 

Does your pet need a high-calorie option? Or, could your pet benefit from eating a lower-calorie diet? What types of complete formulas are on offer? Or would your pet be better suited to eating both dry and wet food? What macro and micronutrients should your animal eat? How much protein should your pet eat compared to grains?

Here at It Works Media, we know no two pets are alike. From nose to tail, each animal has his or her own funny routines, quirky habits, likes and dislikes. So, why should pets be expected to eat the same old food? 

Consider which questions would encourage owners to buy pet food that puts their animal’s needs first. Then, tailor your content to cater for each pet’s specific and unique requirements.

How to guides

Another approach for promoting ethical pet ownership is to use your brand’s influence and visibility to create informative content. For example, you could run a series of ‘how to’ guides, educating owners on how they can provide the best environment and lifestyle for their animals. 

Use the following headlines for inspiration: What should owners do if their dog is a picky eater? Or, how to spot the signs that your pet isn’t getting the right amount of nutrients in their diet? 

Use your reputation and expertise to spread helpful advice and tips for pet owners on a variety of animal-welfare topics and products. Not only will this be promoting ethical pet ownership, keeping your audience engaged with great quality content, but it will also work wonders for your SEO content strategy, building authority and trust in your brand. Search Engines will recognise your efforts and reward you with higher rankings on the SERPs.

Supporting Charities and Initiatives

As a pet brand, your digital strategy should incorporate responsible advertising to promote pet-friendly charities and initiatives. For example, consider The Dog Trust’s annual slogan: “A dog is for life, not just for Christmas” – sharing your thoughts on this important message it’s likely to reach a wider audience. 

Following record numbers of abandoned dogs in past years, why not use your platform to raise awareness about the serious issues affecting our nation’s pets? Write a series of blog posts supporting charitable messages and urging readers to think about what responsible pet ownership means. 

This could include raising topics about the lifelong commitment of a pet, and all the ways this is likely to affect the owner in the future. Or, perhaps stressing the importance of financial obligations that come with purchasing a pet. These types of campaigns may discourage irresponsible owners from taking on a new addition and will greatly benefit charities dedicated to abandoned pets. 

At It Works Media, for example, we recently ran an ‘Adopt don’t shop’ campaign on behalf of Go.Compare. This was published in the run-up to National Rescue Dog Day, opening the conversation about the UK’s animal adoption concerns. We revealed the problems with bad breeding practices and discussed why prospective pet owners should adopt rather than shop for their animals.

This is a great example of how marketing can be used to support a good cause, heightening social awareness and promoting ethically-conscious decisions for prospective adopters. By including original data in our campaign and revealing new insights, our press releases got national attention in publications like The Mirror and The Scotsman.

Find out More

For more digital marketing insights, read another of our informative articles on the It Works Media blog. Alternatively, contact us today to find out how we can help you improve your digital marketing strategy.