How 3 Pet Companies Use Content to Keep Ahead of the Pack
The pet industry is lucrative, even when Americans are facing tough economic times.
According to the Humane Society, 39 percent of American households own a dog, and 33 percent own a cat. The American Pet Products Association reports that Americans spent about $47.7 billion on their pets in 2010.
Even in the Great Recession, pet spas are continuing to pop up, pet retail shops are gaining popularity, and the pet pampering sector, in general, is making money.
Strong industry profits are evidence that people are willing to spend money on their pets. Companies feed this trend by creating content specifically for owners.
Here are examples of three pet companies that are publishing the best content.
Petco’s website isn’t just for shopping. It contains a large amount of information on pet care such as nutrition, behavior, safety, training, and travel. The content is aimed at the reptile, dog, cat, ferret, rabbit, bird, hamster, fish, gerbil, or guinea pig enthusiasts who want to learn more about their respective pet.
There is also a blog, The Petco Scoop, that is frequently updated and devoted to more personal stories. The authors memorialize lost dogs, post photos of and stories about adopted dogs, and tips about feeding neutered and spayed cats.
Petco isn’t a stranger to video content either. It posts videos on its website, as well as on its Petco Animal Supplies page on YouTube. The videos show cute cats, showcase summertime pet tips, and feature a wide variety of other useful information for pet owners.
1-800-PetMeds isn’t a site just for ordering discount medications for dogs. It’s also a valuable resource for pet owners and contains fun content that is informative.
Take the company’s sister site, Pet-Meds, where users can show off their cute pets in a photo gallery. The site also has a blog with information about pets and pet care, along with articles on new products available on 1-800-PetMeds.
It’s a mix of content meant to entice pet owners into purchasing items after reading about them. 1-800-PetMeds skillfully does this in two places — on the blog, and on the main website. Just like Petco, the company makes its own videos, which are about caring for a pet.
The high quality videos show off stores and knowledgeable employees and, just like 1-800-PetMeds, incorporate products, which may ultimately lead to a boost in sales.
PetSmart’s YouTube channel is impressive as well, with over 1.2 million hits, 2,120 subscribers, and a celebrity endorsement from rocker Bret Michaels on the front page.
The videos are divided up into cohesive categories with sections for commercials, products, pet education, and blogger reviews, to name a few.