Pets at Home | Portfolio

Pets at home - digital content Manager

Working closely with the Senior Digital Content Manager and Copywriter (reporting into and line managing respectively), my primary remit was to work with our third-party agency to manage the editorial calendar for the group.

This agency produced content primarily sat on ‘Pet Talk’, which is the resident content hub of our website and the business focus for targeting popular organic search queries from users relating to pet ownership.

My role involved issuing a brand new briefing template to agency copywriters, with the primary aim of improving editorial quality by focusing on content objectives, target audience and relevant internal linking to key e-commerce touchpoints.

Further responsibilities included hands-on involvement of the strategic distribution of this content, including editing, proofreading and getting internal sign-off from veterinary stakeholders, with an overarching task of optimising our Amplience CMS with the in-house web developer for a more streamlined content workflow.

Editorial uploads

iNTERACTIVE wEBSITE fUNCTIONALITY - 'britain Unleashed'

Working alongside our external agency, we were tasked with giving feedback and recommendations for iterative updates of Britain Unleashed. The idea behind this interactive tool was to seamlessly guide users towards pet related highlights in their local area (e.g. beaches, dog-friendly pubs and walks).

Key aspects we advised and improved upon included moving away from a Google-only API to a content controlled API where we could fact check and amend information + general UX and layout changes.

NEW SITE SECTION: bREED PAGES

Content arriving in from the agency included large scale content projects such as cat and dog breed pages.

Because PAH is such an authority on these pets, we had to make sure that factual information such as temperament and common health issues was correct advice.

I enlisted the help of a local pet behavioural specialist to assist with proofing these pages for factual accuracy, before working with the web developer to create a suitable content template.