Three steps to creating an effective content strategy for your pet business


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Is creating regular content for your pet business something you would like to focus on?

Maybe you’ve tried a blog, vlog or podcast but haven’t felt it’s not worked?

You’ve put the effort in but ground to a halt because it didn’t feel like it was worth it?

If you’re nodding your head, then this podcast episode can help you get on track.

We’ll cover why content can help our small businesses reach more people.

Plus how to come up with content ideas that will be worthwhile creating, and lots of examples of petpreneurs who have used their content to win clients and make sales.

You can listen in on the player link below or continue reading as a blog post.

Why create content in the first place?

Content will help you make more sales in your pet business in a number of ways.

When people land on your website, what is it that they need to see from you?

The key thing is that they feel you and your product or service are able to solve the problem they have.

Or to give them the answer to the question they have been searching for.

This could be a dog walker in Newcastle, or a Campervan print collar.

They go to Google and put in their query, they find you and your content helps them to make a decision as to whether to buy or book in with you.

What is a content strategy?

A content strategy is where you set out with an intention for your content.

Think about what it is that you want your content to do.

It needs to be relevant to what you do in your business.

It needs to be targeted to a particular person or community.

It needs to provide a solution to what they are searching for.

Finally, your content can reassure the person reading that you are the right person to work with or purchase from.

If your content isn’t tailored to them, or isn’t relevant, then they will move on to the next pet professional or product.

For example, if you ran a dog walking business in Newcastle, someone landing on your website would expect to learn about dog walking in Newcastle.

If you had posts on that were about ‘how to clean your dog’s teeth,’ this wouldn’t sit right with what they were expecting, and they may click off and look elsewhere.

Your website shouldn’t be like this.

Why your website is not like the dentist or doctor’s waiting room

Often pet business owners take a lot of time creating content that has nothing to do with what they offer.

It’s like in the waiting room at the doctor or dentist, where you read magazines that have nothing to do with the reason you are there.

So you might be on a dog walker’s website and there’s an article about cleaning your dog’s teeth.

This is nice and helpful yes.

But given that most pet business owners say they don’t create core content on their website because they don’t have enough time, is it a good use of their time?

It would be far better spent writing about things related to the service they offer. 

So how do you create an effective content strategy?

Step One – Choose your keywords

What do you think people put into Google to find you?

Is it ‘Dog walking Newcastle’ ‘Gifts for Terrier owners’ ‘Campervan print dog collar’ ‘Cat grooming Liverpool.’

If you’re stuck, you can ask your clients what they used to find you.

Have a search around yourself and try to think of the language and phrases people would use while looking for what it is you offer.

Step Two – Put your keywords into titles

You’ve got the terms people search for, so the next step is to think of some phrases people might use and put these into titles.

Let’s say you’re a dog walker in Newcastle. 

You might use ‘Best dog walks in Newcastle’ or ‘How to find a dog walker in Newcastle,’ or ‘Best places to take your puppy in Newcastle.’

All these things are examples of the kind of things dog owners in Newcastle might search for.

If you have a product business for terrier owners, you might use some titles like, ‘Father’s Day ideas for terrier owners,’ or ‘Christmas gifts for terrier owners’ or ‘Things you’ll know if you have a terrier.’

Step Three – Share that content

You’ve worked hard on creating helpful content for your ideal client or community, now it’s time to get it seen!

Don’t shy away from sharing it as much as possible. Repurpose your content as posts for social media on the week it goes live.

Often you can get around the ‘no promo’ rules in Facebook groups by sharing helpful information from your blog.

Then use it over and over again. 

If something happens in the news about terriers for example, like when the British Prime Minister Boris Johnson adopted Dilyn, this would be a time to share a blog post about what life is like as a terrier owner.

If Newcastle was voted the most dog friendly place in the UK, that’s an opportunity to share your post about the best dog friendly places or the best walks.

Examples of pet business owners who have nailed their content strategy

I’ve mentioned a few people in this podcast and I would recommend you go and check out their websites to get inspired.

Tim Kitchen-Cameron – How to get to the top of Google – Buy on Amazon* (affiliate link)

Michelle Burgess from Scruffy Little Terrier:

Nadia Sidebottom from Moo Moo and Bear:

Katie Gwilt at The Kat Lady:

Rowan Williams at Pooch and Pineapple:

Vicky Gunn at Millies Beach Huts and Millies Pet Services:

Listen to my interview with Vicky on working with influencers and journalists here.

Has this made you rethink your content strategy?

If listening to this episode or reading this post has made you reconsider your content, that is great to hear.

Remember, your website is not like a waiting room,., it needs to be packed with helpful and relevant information.

If you’d like to work on your content strategy, one option is to book in for a Power Hour where we can work on your content together.

You get expert advice and learn simple ways to map out your website material so it’s working hard, bringing your customers and sales.

A Power Hour is £197 and you can book in here. 

If you enjoyed this, you might like to read How to get your pet business found on Google with Rosie Robinson or How blogging can help your pet business.


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