B2B Strategic Content Aimed at the SMB Market

Martha Stewart Pets

The Daily Wag - Pets - MarthaStewart.comWhen MarthaStewart.com decided to create a Pets channel, there was limited usable content available from the company’s publications. In order to provide a robust, comprehensive user experienced, I devised a complete content strategy to ramp up the site with popular photo contests to create user-generated content, strategic alliances with breed associations and publishers for licensed content, as well as edit a blog “written” by Martha’s two French bulldogs. As a result, the channel attracted and retained high-value advertisers including Purina and PetSmart.