Quick facts
SERVICE
Content marketing strategy + execution
OUR ROLE
- Copywriting
PARTNERSHIP
2022 – 2023
Client
The Petspiration Group is a community of 20+ businesses offering animal care products, pet food, grooming and related services.
It combines commerce with purpose through a dedicated foundation focused on improving animals’ lives. Its brand portfolio includes Caribu, PETstock, PetPost and Petmarket – each with its own audience, personality and commercial goals.
Challenge
The Petspiration Group was doing a lot right. It was already producing regular blog content with the support of an SEO agency. Keywords? Covered. Frequency? Solid.
The problem was tone. The content was technically sound – but flat. Generic. Forgettable.
Petspiration needed a fresh perspective to:
- Bring personality back into its content
- Differentiate each brand within the group
- Maintain SEO performance without sounding robotic
- Build authority and brand affinity across a diverse portfolio
One size was never going to fit all.
Solution
We were brought in to breathe life back into the Petspiration Group’s content. Brand by brand. Our work included:
- Content strategy: A tailored approach that aligned SEO performance with brand voice and audience expectations.
- Blog content creation: Weekly blog articles delivered consistently.
- Brand voice differentiation: Distinct tones of voice across the group. Playful and personality-led for Petmarket and PetPost. Warm and informative for PETstock. And professional, no-nonsense messaging for Caribu.
- Agile content support: Short-notice, ad hoc projects to help the business capitalise on timely opportunities.
From seasonal safety guides to trend-driven articles and practical how-to content, every piece was written to sound human and perform.
Results
The impact of the content speaks for itself:
- Blog views in 2023 reached their highest levels ever.
- A deep dive article on Australia’s most popular dog breeds secured Google’s featured snippet for the highly competitive search term ‘most popular dog breeds Australia’.
- Blog content now contributes a greater share of Petspiration’s overall ecommerce revenue, supported by strategically placed product integrations.
- Strong organic rankings continue to attract users into the wider Petspiration ecosystem – without paying for clicks.
By the numbers:
- 3,800+ page views for blog articles in 2023
- 3,961+ page views for the top-performing blog (June 2022 – April 2023)
- 221% increase in page views (January 2022 – December 2022)