Whilst VetSure already held ranking positions in the top 50 for some desired keywords, the brand were keen to appear on page one and two for as many key terms as possible. From an SEO point of view, the insurance landscape is tough and highly competitive. One of the more challenging aspects to fulfil for the client was deciding upon what keywords to target and to create a strategy to compete with some of the largest, household names in the country.
What we delivered
Our plan was to create a shareable asset per month to be seeded throughout animal-loving communities. The strategy behind this was simply to engage communities through authentic, useful content to build brand trust, advocacy, and engagement; leading to natural citations, links and earned media coverage.
The content plan has covered many hot topics including new dog micro-chipping laws, how to becme a vet and an informative guide on two problem diseases – Alabama Rot and Lyme disease. One of our most success campaigns to date was a guide to rehoming rescue dogs. This made for a really emotive read and essentially, pressed home the point that dogs in rescue homes are by no means lost causes and many are just looking for a second chance at finding happiness.
We are very proud of the results that we have achieved and adopting the right strategy has meant we are currently outranking websites such as Aviva, the Post Office and Virgin Money for their pet insurance offerings.
What makes these campaigns so special is the way that they leverage Vetsure’s core brand values to gain online traction. This is key to successful digital PR and content marketing campaigns. It’s not all about the product – it’s also about the story.