According to one recent study, about 29% of marketers spend about 10 to 15 hours every week creating content. It may seem like that’s a lot of time when you already have a full-time job (pet services) monopolizing your days, but it will soon become clear that the effort is worth it.
According to another study, 58% of marketers reported increased sales and revenue over the last few years because of content marketing.
Content marketing can be a powerful tool for a pet services business because it helps build trust and credibility with pet owners. By sharing useful and engaging information like pet care tips, grooming advice, or training insights, you position your business as a reliable expert in the field. It also helps improve your visibility online through better search engine rankings, which makes it easier for people to discover your services when they search for pet-related help in your area.
But the chasm between “creating content” and “creating content that your clients actually want to read and find value in” is a deep one, indeed. If you truly want to make sure that your efforts are geared more towards the latter description than the former, there are a number of important things to keep in mind.
It Begins With Your Audience
When it comes to content marketing for pet services, the most important element to consider is your audience itself. If marketing is all about getting the right message in front of the right person at exactly the right time, it stands to reason that you need to know as much about “the right person” as you can.
What do they like? What do they need? What do they dislike? What problems are they trying to solve that you’re uniquely positioned to help them with? These are the types of questions you need to answer before you even begin to think about crafting compelling content.
You’re not just writing for “people with pets” – you’re speaking to specific personas. Even among an audience of pet owners, you’re still looking at wildly different people, and you need to make sure that you have content for all of them.
Think about how you would write topics for the overprotective dog mom versus the busy cat owner looking for convenience, compared to the new puppy parent searching for training help. One of the most effective ways to discover what these audiences want is to listen first. Monitor common questions in Facebook pet groups, Reddit threads, or even your own client conversations. If clients constantly ask what kind of shampoo is best after grooming or how often their dog needs nail trims, those are prime content opportunities.
By narrowing your focus to specific types of pet owners and taking the time to observe their habits and concerns, your content becomes more than just informative – it becomes relevant, relatable, and impactful. And that’s what keeps people reading, sharing, and ultimately, booking your services.
Don’t Sell Services. Sell Value
Another way to create the type of local SEO content that your pet services customers actually want to read is to not try to overtly “sell” to them. Yes, intellectually, we all know that you’re running a business and you need to make your pet services sound better than every other competitor that you have in the area. But at the end of the day, if you offer pet boarding, and a competitor offers pet boarding, on paper, those two sound very similar. So, how do you differentiate yourself in that scenario?
You don’t sell the service that you offer. You sell the value that the service provides.
Unfortunately, this is where many pet businesses unintentionally miss the mark. It’s easy to get into the weeds of using content as a direct promotion tool – constantly pushing services, discounts, or “Book Now!” messages. But most people don’t go online looking to be sold to. They already see thousands upon thousands of traditional marketing messages every day – they’ve gotten exceptionally good at tuning it all out.
The types of pet owners in your area will go online looking for help, answers, or inspiration – and your job is to meet them there. Show up where they are with the type of content they actually want to read – that is what pet services content marketing is all about. When your content answers a question, solves a problem, or eases a concern, you’re offering something meaningful. That’s where trust is built.
For the sake of example, let’s say you write a blog post called “How to Calm Your Dog Before a Grooming Appointment.” That might not seem like a direct sales pitch – and that’s exactly why it works so well. It speaks to a real emotional concern pet owners have who have a lifetime of experience dealing with anxious pets. It provides them with actionable advice and shows them you understand their world.
By the end of the article, they’re not only more informed – they’re more likely to trust you with their pet because on the surface, you appear to be offering them something of value without specifically asking for anything in return.
And trust, especially in pet services, is everything. When you consistently create content that provides value, whether it’s grooming tips, seasonal pet care advice, or a guide to choosing the right pet shampoo, you position your business as a reliable source of assistance. Suddenly, you’re not just another company trying to make a sale.
Consistency is King
In an overarching way, it’s also essential for you to understand that pet services content marketing is not something you “do once and forget about.” We’re not talking about a situation where you sit down, write 10 blog posts on grooming or pet care tips, and call it a day.
You need to sit down and create content on a regular basis to keep a steady stream of leads flowing through your door.
If there’s a pet services industry-related topic that you have a slant on, write a blog post about it. If there’s some local pet-related event that you participated in, write a blog post about it. Share that content on social media channels like Facebook and TikTok. Do it again tomorrow, next week, and the week after that.
The more you’re able to create that content and push it out into the world, the easier it will be to have a steady stream of new leads coming right through your door.
Note that in the context of content marketing, “consistency” also means that all those blog posts need to feel like they’re coming from the same basic place. Consistency in tone is just as important as consistency in the frequency of your message.
Think of your brand as a personality. Are you friendly and playful, like a pet daycare that shares funny videos and puppy antics? Are you calm and informative, like a veterinary clinic that offers thoughtful advice and medical insights? Or maybe you’re sleek and professional, serving upscale pet parents who value elegance and detail. Whatever your brand voice is, it should flow through everything.
Pet Services SEO Optimization Still Matters
Finally, don’t forget about local SEO optimization in all the content you’re creating. Yes, you want to make sure that it is all as compelling as possible and that people actually want to read it. But if you go to the trouble of pouring your heart and soul into that blog post and it isn’t optimized, you’re diminishing the chances that anyone will actually see it, which is a bit like it not existing at all.
Local keywords should be used naturally, and every post should have a clear title, headings, a meta description, and a strong call-to-action. If you operate a pet services business in Cleveland, you should be using keywords like “pet services in Cleveland” whenever you can. Make those calls-to-action (otherwise known as CTAs) clear so that people know exactly what action you want them to take and what they’ll get in return.
Encourage people to book, comment, or share their own pet stories. Including internal links to your services and external links to credible sources like the ASPCA or American Kennel Club boosts both your SEO capabilities and your overall trustworthiness in equal measure.
In the end, never forget that creating compelling content that your pet service clients actually want to read isn’t just a “nice-to-have” – it’s a critical investment in the future of your business. Truly, at this point where competition is fierce and similar businesses seem to be cropping up all the time, it’s not a recommendation. It’s a requirement.
In an industry built on trust, care, and personal connection, content allows you to show up for your audience long before they ever walk through your door. It positions you as a knowledgeable, compassionate expert who understands both pets and the people who love them. By consistently offering helpful, engaging, and authentic content, you’re not only answering questions and solving problems – you’re building relationships. That in and of itself shows that the effort you’ll go through to create that content is more than worth it.
If you’d like to find out more information about creating the type of content your clients want to read in the world of pet services, or if you have any additional questions that you’d like to go over with someone in a bit more detail, please don’t hesitate to contact us today. You can also click here to attend a Surefire Local demo so that you can see exactly what type of impact your content can make when you’re speaking to the right audience in the right way at the right time.