Nutro Pet Foods

Though it’s been several years since I worked on this project, it’s been one of my favorites. I went through two rounds of content strategy with them, Their first stie back in 2010 and a redesign with another agency in 2013.

Role

Content Strategist
Copywriter

Tasks

Content Strategy
Content Development

Team

Think Interactive, 2010
RockFish Interactive, 2013

Observations

When Mars, Inc. bought Nutro Pet Foods, the group finally had a marketing budget to build a site. But with no existing content, we had to start from scratch. That required tons of in-person interviews.

Hypothesis

One of our main goals was to increase customer loyalty, and become a hub for SEO and company PR. In addition, if we became the expert on pet health across the industry, then customers would trust Nutro to be that authority.

Experiment

After all the work, I did on the original site, the SEO skyrocketed, so did customer loyalty. Unfortunately, the second agency I freelanced with was too focused on design, so when they changed everything to parallax, the SEO tanked.

Question

I wondered if working with a different team in a different state would make a difference in how the new site would function. It did. The second agency cared little for the customer only about design. I quit the team shortly after the project, and we parted ways.

Analysis

When it comes to SEO, nothing can replace real content, text, videos and customer loyalty.

Conclusion

Content matters more than design. Even though the second site looked more appealing, it didn’t function well at all.

Results

%

Site traffic increase

%

Site engagement

%

Direct Engagement

%

Sales Increase/ 2 years

Feedback

“Aimee’s wide range of skills and experience made her one of the best content strategists I have ever worked with. She displays a keen understanding of when to push the envelope, so to speak, and when to take a more conservative approach, depending on client needs. She has a very strong understanding interactive media and frequently suggested innovative ideas, not only for content, but for user experience and design as well. Last, but certainly not least, her demeanor and attitude are a perfect fit for a fast-paced environment. She always has a smile on her face and breathes life into every project.”

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