Background
Zoetis, formerly known as Pfizer Animal Health, is the world's leading animal health company. Since becoming an independent company in 2013, Zoetis has been dedicated to advancing animal health through a comprehensive portfolio of products, including vaccines, parasiticides, antibiotics, diagnostic reagents, antiemetics, anesthetics, and antipruritics.
Requirements
Enhance brand and product visibility by securing a prominent position on the first page of Baidu search results through content marketing. Optimize the official website to improve rankings for core keywords. Additionally, establish a strong presence within the top 30 results on Zhihu to enhance brand credibility and product endorsement.
Solutions
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Develop and implement a comprehensive website optimization strategy, including content creation to support website development and content deployment.
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Analyze 200 industry-related keywords by capturing the top 50 Baidu search results (both PC and mobile), totaling 20,000 data points, to identify platforms most trusted by Baidu.
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Execute content marketing on Zhihu: leverage Zhihu's content promotion tools to increase readership and use Zhihu's information flow advertising to drive traffic to the official website.
Implementation Effects
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Over 100 industry-related keywords have achieved top rankings on Baidu's first page for the official website.
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Reputation marketing has improved the positioning of target keywords on Baidu's first page by over 100.
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Zhihu content has generated over 60,000 reads, and traffic to the official website from Zhihu has exceeded 20,000 visits.
