After helping Purina gain over a million followers on Facebook, our Petcentric Team at Deep Focus turned to updating their website. Billed as "The Place for Pets," the site we inherited was jam-packed with a jumble of rarely used features and hundreds of personal stories written by owners about their beloved pets. We needed to clearly position Petcentric at the outer edge of Purina's purchase funnel, and to make the site grow brand affinity—and sales—for Purina.
As managing editor of the website and content strategist for the brand, I guided development of a new content strategy that combined our site and social efforts, based around providing the content pet lovers found the most useful and entertaining. We also pared down Petcentric.com to its essential features—putting content first—and goosing engagement with plenty of user-generated content.
I led a team of writers, copy editors, program managers, an SEO strategist, and another content strategist to craft content calendars and 30–50 new articles per month. We focused our efforts within a new, pared-down set of content pillars to showcase all the various moments when people and pets bond, using a uniquely Petcentric voice and tone that established us as your most helpful, best-friendly guide to all things pet.
Yes, we too jumped onto the listicle bandwagon, but we kept a consistent "we know you love your pets and so do we" perspective rather than featuring pet-fails and random collections of pet pictures with no meaningful connection. As a result, our entertainment listicles outperformed all other content pillars by 2 to 1, and by working closer with our social team, we wowed our fans on Facebook with personalized content and drove greater CRM acquisition for Purina.
When Purina decided to focus more on showcasing their nutritional expertise and corporate pet-welfare efforts, test out an e-commerce strategy, and get more performance out of fewer pieces of content, we adjusted our content strategy and production to match. We would now shift more of the content balance to Feeding & Nutrition, including more branded and video content, and feature special offers from Purina in a home-page carousel.
As part of this shift, I took on the writing of all new Petcentric articles under the Petcentric Team moniker, sourced and edited more polished images to ensure a professional look, and repurposed content from hundreds of older articles into fresh new takes on how best to care for your pet. I showcased Purina's own in-house experts and innovators in the pet space and wrote e-commerce articles that drove readers to the Purina Store from articles on basic pet care.
We also changed the branding from "Petcentric by Purina" to "Purina Petcentric." In surveys, users responded favorably to these changes, feeling they had a better sense of who Purina and Petcentric were, and what the relationship was between the two brands. Petcentric, a general pet-care site, also drove more sales through our CRM efforts than any of Purina's pet-food-based brands, especially in the premium segment.
We didn't get to produce Cat Chat (above)—a pet-hosted talk show I developed with our team—since Purina was working with a different video partner at the time. But it would have been a fun way to show off Purina's expertise and raise Petcentric's profile in the online cat universe.
COPYWRITING and articles
During my tenure at Deep Focus, I wrote all of the website, email, and social share copy for Petcentric, including special projects like our Petcentric Pet Parent Quiz (examples below). Users who took the quiz would receive a customized content experience via email and the website, while we'd receive valuable insights to better tailor our user-segmented CRM program and target special offers to just the right people.
And, of course, they would receive an adorable pet patch of their own to save or show off on their favorite social networks.
Overall, I wrote hundreds of articles for Petcentric and produced & edited thousands more. Below are a few that highlight the pet expertise and entertainment content we've dished out over the years to "friends of furry friends" everywhere.
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