Case Study
B2B blogs for a leading pet health plan provider
This client at my former agency needed a B2B content strategy to convert prospects in the awareness and consideration stages into active leads. They turned to us for regular blog articles that would attract, engage, and drive inquiries.
As an established brand, they aimed to strengthen their market position and drive growth. I collaborated with the account manager to create a series of B2B blogs targeted at veterinary practice owners and directors.
Project goals
- Provide value to readers, in the form of useful advice on developments in practice management
- Educate readers on the benefits of pet health plans to both end-users (pet owners) and veterinary practices
- Engage potential customers in the awareness stage and help them to progress through the buying journey
- Target prospects in the consideration stage and convert them into active leads and enquiries
Process
To produce articles that achieved the client’s aims I carried out thorough research on their existing marketing efforts to ensure a consistent style and tone of voice.
I identified and leveraged relevant statistics and testimonials, using these to address pain points for potential customers and provide evidence for the return-on-investment (ROI) of subscribing to the client’s services.
I also researched the market more widely, assessing the client’s competition and identifying valuable information and tips to pass on to potential customers, ensuring the blogs engaged prospects by offering real value.
Outcome
By blending subtle product promotion with strategically placed calls-to-action (CTAs), my content effectively guided prospects through the buying journey, resulting in new active leads for the client.
Dr Primrose Moss - Freelance Veterinary Writer 