Pumpkin
An award-winning pet health and insurance company, Pumpkin helps cat and dog parents pay for critical vet care when faced with unexpected accidents and illnesses. In their search for an on-demand copywriting solution, Pumpkin’s CMO was referred to MarketSmiths—a fortuitous encounter that has yielded a steady volume of well-written, expert-reviewed blog posts, breed guides, and more. With MarketSmiths’s help, Pumpkin continues to establish itself as a friendly and accessible thought leader in the pet health space.
Client
"We needed to fix a tedious and broken copywriting process." MarketSmiths did just that.
For pet owners across the country, Pumpkin is a dream come true: the company provides some of the market’s most extensive pet insurance plans for accidents and illnesses, along with a unique range of optional, non-insurance packages for general wellness and preventive care. They also collaborate with animal hospitals across the U.S. to educate pet owners on the benefits of pet insurance.
But expanding access to affordable pet care is only one part of the equation. According to Liz Ladley, Pumpkin’s Content Associate and Editor, the company needed new ways to meet increasingly tricky and high-demand content objectives. With underlying obstacles—namely, complex coordination and high traffic goals—the team realized it could benefit from a strategic, consistent, and dependable copywriting partner.
“We needed to fix a tedious and broken process,” Liz says.
“MarketSmiths is able to adapt to new initiatives and standards very quickly … which not every writer [can do].”
— Liz Ladley, Content Associate and Editor, Pumpkin
Challenge
"We have other independent writers, but we really view MarketSmiths as a trusted resource for more challenging health-related articles."
Prior to partnering with our copywriting agency, Pumpkin produced all content either in-house or through freelance copywriters. It was a tall order—one that called for subject matter expert interviews; intricate coordination; and time-consuming writing, revision, and occasional rewriting processes.
Still, Pumpkin needed more than an additional set of hands.
“We had to improve our strategy for our medical articles,” Liz says. “Those are our bread and butter. Aside from the actual writing, it’s really important that we get the right expert opinion, given all the misinformation out there. There’s a lot to process.”
Prior to Liz’s tenure at Pumpkin, the company’s CMO was referred to MarketSmiths. “We have other independent writers, but we really view MarketSmiths as a trusted resource for more challenging health-related articles,” Liz says.
Shared Success
"MarketSmiths has remained a steady resource and partner. They’re a true arm of our content team … and our rock."
For Pumpkin, investing in a top-tier copy partnership paid off.
“I would say that MarketSmiths saves us at least six hours a week [on medical articles] by conducting [subject matter expert] outreach and getting everything together,” Liz says. “They’re a true arm of our content team.”
Beyond sheer efficiency, the Pumpkin team is thrilled to have found a go-to copywriting partner for a variety of content needs.
“MarketSmiths has really stepped up to the plate,” she says. “More than anything, the difference I see now is a true copy partnership. MarketSmiths has become a valuable extension of the Pumpkin team.”
Our thorough approach to research and fact-checking has consistently supported this result. MarketSmiths regularly leverages a long-term relationship with a small pool of veterinarians who review all of our drafts on complex medical topics.
“To me, the MarketSmiths name signifies the ability to jump into any industry and become experts,” Liz says. “In terms of content, these medical articles probably matter most to our brand. We exclusively trust MarketSmiths with them.”
Liz cites our flexibility and adaptability as key drivers of success. Currently, Pumpkin is tackling a content refresh project to ensure all articles—both past and present—provide up-to-date information, align with new content formats, and meet the brand voice and tone. MarketSmiths, of course, has risen to the occasion.
“MarketSmiths is able to adapt to new initiatives and standards very quickly,” Liz says. “Not every writer is willing or able to, but I know that MarketSmiths is always up for a challenge.”
Our ability to keep up with ever-evolving content demands has freed Liz up to focus on more pressing concerns.
“I know MarketSmiths is taking care of the forward motion,” she explains. “With their help, I can take a step back and make sure that what we’ve already published is getting refreshed, and that it’s providing the same value as before. I can ask myself, ‘What have we done, and how can that be improved?’”
Since bringing our copywriting team on board, Pumpkin has come a long way. Today, as a go-to source of expertise, the Pumpkin blog informs and delights all those who love and care for our most beloved furry friends.
“We really lean on MarketSmiths to break through the noise,” Liz says. “When it comes to content, I see MarketSmiths as our rock.”
