Zesty Paws
Zesty Paws purchased an editorial advertisement package that included placement in The Dodo's commerce site, DodoWell, and product review site, Paw of Approval.
Objective
Include Zesty Paws in a series of articles that will drive organic traffic and revenue.
Process
I met with the business team to understand the scope of the project and any relevant deadlines. To support the partnership, I mapped out relevant keywords to target that would drive traffic and conversions for the pet supplement brand. After landing on a few options, I met with channel leads to collaborate on a distribution strategy for the content to optimize visibility and, ultimately, traffic and conversions. The next step was to assign the article to my direct reports, which included a document complete with details of the overarching project and expectations for the assignment. I also wrote an article for this project where I spoke to experts to inform the content. Once the content was ready to be published, the drafts were sent to stakeholders for approval or feedback. After publishing, I sent relevant metrics to the stakeholders including traffic (broken down by source), engagement and conversions.
https://www.thedodo.com/dodowell/probiotics-for-dogs
https://www.thedodo.com/dodowell/do-dogs-need-vitamins
https://www.thedodo.com/paw-of-approval/zesty-paws-aller-immune-bites-review