Blogging for Awareness
Brand-building Voice of the Vet™ blog series featuring Q&A interviews with veterinary practitioners.
CLIENT
Zomedica
INDUSTRY
Animal Health
AE ROLE
Brand Strategist
Brand Manager
Process Development
Copywriter/Copyeditor
BACKGROUND
The Voice of the Vet™ Blog started as a brand-building strategy during Zomedica’s early R&D phase to help position the firm as a valued veterinary partner and ready veterinary care teams in advance of product launch.
In turn, the blog allowed veterinary professionals to share their unique perspectives through the funny, serious, sad, and maybe embarrassing moments that made a lasting impact on their veterinary careers.
While the blog concept is nothing new, Zomedica’s approach to making veterinary clinicians the centerpiece via Q&A style interviews was innovative and differentiated the firm from competitors.
Blog Messaging Toolkit
Blog Editorial Style Guide
Blog Interviewee Landing Page
Blog Interviewee Recruitment Flyer
GOALS
Establish Zomedica’s credibility and build trust with future customers.
Build connections with readership to foster change in veterinary medicine.
Give veterinary professionals a voice and provide a conduit for information sharing among practitioners.
STRATEGY: 2 PRONG PROCESS
Recruit interviewees to fill the pipeline for publishing:
Developed FAQ and standardized questions to de-risk commitment with interviewees.
Crafted editorial style guide for consistent, on-brand storytelling.
Launched landing page dedicated to interview interest and sign-ups.
Developed promotional recruitment tools (flyers, ads, emails).
Launch blog, then grow the subscription base for readership benefits:
Launched a dedicated blog area on the website with interconnected email marketing features.
Created a multi-channel publishing schedule and content calendar.
Leveraged paid social, Google remarketing ads, referrals, affiliates, and events to grow the subscription base.
RESULTS
Grew the subscription base to over 3,000 in 2 years with 40% rolling readership.
Favorably positioned Zomedica with its future customer base.
Social Media Recruitment Ad
Published Blog / Q&A Interview
