American Kennel Club’s Content Strategy: A Case Study

How AKC Boosted Traffic and Generated $26.6 Million in Value

8 min readMar 1, 2024

Introduction to AKC

The American Kennel Club (AKC), a not-for-profit organization established in 1884, is dedicated to the world of purebred dogs. It maintains lineage records, promotes the sport of purebred dogs, advocates for them as family companions, advances canine health, and protects the rights of all dog owners. During the pandemic, the surge in dog adoption and ownership highlighted the role of dogs as beloved companions, offering emotional support and reducing stress.

Recognizing the growing audience of dog owners, the AKC aims to expand its content marketing efforts. It plans to provide educational resources for new dog owners, breed-specific information for those exploring different breeds, and foster a sense of community among dog enthusiasts. The AKC also intends to use content to advocate for responsible dog ownership, health awareness, and legislative matters. Thus, the AKC continues to evolve as a trusted authority and invaluable resource for dog lovers worldwide.

Challenges Faced by the American Kennel Club (AKC)

Existing Content Strategy and Limitations: The AKC’s current content strategy may have limitations due to its historical focus on traditional channels such as print publications, dog shows, and breed-specific events. The content might not be optimized for digital platforms, where younger audiences predominantly engage. The lack of agility in adapting to rapidly changing online trends could hinder the AKC’s reach and relevance.
Small Content Team: With only three full-time employees dedicated to content creation, the AKC faces resource constraints. This small team must juggle various responsibilities, from writing articles to managing social media and producing videos. Scaling up content production while maintaining quality becomes a delicate balancing act.
Connecting with a Younger Audience: The AKC recognizes the need to engage with a younger demographic without alienating its core audience. Striking this balance requires innovative approaches

Digital Transformation: The AKC must invest in digital content, including blogs, podcasts, and interactive platforms.
Social Media Savvy: Leveraging social media channels can help reach younger dog enthusiasts.
Educational Content: Creating engaging, informative content that appeals to both novices and seasoned dog owners.
Inclusivity: Ensuring the representation of diverse voices and perspectives in content.
Storytelling: Sharing relatable stories about the human-canine bond can resonate across generations.

By addressing these challenges, the AKC can evolve its content strategy, connect with new audiences, and continue its legacy as a trusted authority in the world of purebred dogs.

Goals and Objectives

Increase Website Traffic: The AKC aims to enhance its online presence by attracting more visitors to its website. Strategies include search engine optimization (SEO), engaging content, and user-friendly navigation. By driving more traffic, the AKC can reach a wider audience and provide valuable resources.
Engage New Puppy Owners: Recognizing the surge in dog ownership, the AKC seeks to connect with novice puppy owners. Content should address common queries, training tips, health guidelines, and breed-specific information. Engaging new owners fosters a sense of community and encourages responsible dog care.
Cater to Seasoned Dog Lovers: The AKC’s core audience consists of experienced dog enthusiasts. Content must continue to cater to their needs, including advanced training techniques, breed standards, and health updates. Maintaining expertise ensures credibility and trust among long-standing AKC supporters.
Balancing Expertise and Broader Appeal: While expanding its reach, the AKC must retain its authority as a trusted source. Striking a balance involves:

In-Depth Content: Providing expert-level information for seasoned dog lovers.
Accessible Language: Communicating complex topics in a way that resonates with diverse audiences.
Visual Appeal: Incorporating images, videos, and infographics for engagement.
Inclusivity: Ensuring content is relevant to all dog lovers, regardless of experience.

By achieving these goals, the AKC can maintain its legacy while embracing the digital age and connecting with dog enthusiasts across generations.

The Solution by Contently

Let’s explore how the American Kennel Club (AKC) made a strategic shift from email-based content management to leveraging the Contently platform

Transition to Content

The AKC recognized the need for a more streamlined and efficient content management system. They transitioned from the traditional email-based approach to the Contently platform, which offers centralized content creation, collaboration, and distribution.

Benefits of the Shift

Improved Efficiency: Contently provides a single hub for managing all content-related activities. Writers, editors, and other stakeholders can collaborate seamlessly, reducing communication gaps. Version control, feedback loops, and approvals are streamlined, saving time and effort.
Scalability: Contently allows the AKC to scale its content production without overwhelming its small team. As the demand for content grows, the platform adapts, ensuring consistent quality. The AKC can now handle increased website traffic and engage diverse audiences effectively.

The Core Group of Freelancers

Complementing the AKC’s in-house team are 15 reliable freelancers. These skilled contributors specialize in various aspects of content creation:

Writers: Crafting informative articles, breed profiles, and training guides.
Photographers: Capturing captivating dog-related visuals.
Videographers: Producing engaging video content.

This collaborative network ensures a diverse range of content, maintaining the AKC’s expertise while appealing to broader demographics.

The AKC’s adoption of the Contently platform has revolutionized its content strategy, enabling agility, scalability, and a harmonious blend of tradition and innovation.

Content Creation and Quality

Let’s look at the American Kennel Club's (AKC) evolution in content creation and its commitment to high-quality storytelling.

In-Depth Stories and Multimedia Content

The AKC has transitioned from brief articles to more in-depth narratives. These stories go beyond surface-level information, providing readers with a deeper understanding of various aspects of dog ownership. Multimedia elements, such as videos, infographics, and photo galleries, enhance the content’s appeal and educational value.

Specific Examples:

History of Dog Breeds Series: The AKC introduced a captivating series that delves into the origins, development, and unique characteristics of different dog breeds. Each installment combines historical context, breed standards, and heartwarming anecdotes. For instance, the story of the Labrador Retriever traces its roots from fishing companions to beloved family pets, capturing readers’ imaginations.
Debunking the Dog Years Myth Infographic: The AKC tackled the widely held belief that one dog year equals seven human years. Through an engaging infographic, they clarified the science behind aging in dogs. The visual format made complex information accessible, dispelling misconceptions and promoting accurate knowledge.

How old in my dog in human years: AKC infographic — **How old is my dog in human years?**

High-Quality Storytelling

The AKC’s content team prioritizes authenticity, emotion, and relatability. They share real-life stories of heroic dogs, heartwarming rescues, and the bond between humans and their canine companions. By weaving together facts, anecdotes, and expert insights, the AKC ensures that every piece resonates with its diverse audience.

The AKC’s commitment to rich narratives, multimedia, and accuracy elevates its content, making it a valuable resource for dog lovers of all ages.

Results and Impact

Let’s highlight the remarkable results and impact of the American Kennel Club's (AKC) tailored content strategy.

Impressive Outcome: 30% Increase in Website Traffic: Through strategic content planning and execution, the AKC witnessed a substantial 30% surge in website traffic. This remarkable growth indicates that their content resonated with dog enthusiasts, both seasoned and new.
Quantifying the Value Generated: $26.6 Million in Content Value: The AKC’s content isn’t just informative; it’s invaluable. By providing accurate, engaging, and relevant information, they’ve created immense value. The estimated content value generated amounts to an impressive $26.6 million. This value encompasses the impact on dog owners, breeders, and the broader community of dog lovers.
Connecting Results to the Tailored Content Strategy: The AKC’s success isn’t accidental; it’s a direct result of their tailored content strategy.

Educational Focus: By addressing common queries, training tips, and health guidelines, they engaged new puppy owners.
Expertise Retained: While appealing to a broader demographic, the AKC maintained its authority by providing in-depth content for seasoned dog lovers.
Multimedia Storytelling: Their shift toward multimedia formats — such as breed histories and myth-busting infographics — captivated audiences.
Contently Platform: The transition to Contently streamlined efficiency, scalability, and quality.
Balancing Tradition and Innovation: The AKC’s commitment to storytelling bridged generations.

The AKC’s tailored content strategy not only achieved impressive metrics but also reinforced its position as a trusted resource in the world of purebred dogs.

Measuring Content Value (AKC)

The American Kennel Club (AKC), a trusted resource in the world of purebred dogs, has effectively leveraged a tailored content strategy to engage its audience and generate substantial value. Here’s how they measured the impact of their content,

Website Traffic Increases

The AKC experienced a significant 30% surge in website traffic, demonstrating the effectiveness of their content in attracting and engaging dog enthusiasts.

Monetary Value

By delivering accurate, informative, and engaging content, the AKC generated an estimated content value of an impressive $26.6 million. This value reflects the impact on dog owners, breeders, and the broader community of dog lovers.

Connecting Results to Strategy

The outcomes achieved by the AKC directly correlate with their tailored content strategy, which includes,

Educational Focus: The AKC addresses queries from new puppy owners, providing them with the information they need.
Expertise Retained: Seasoned dog lovers can find in-depth content that caters to their advanced knowledge.
Multimedia Storytelling: The AKC captivates audiences with breed histories and myth-busting infographics.
Contently Platform: The AKC uses the Contently platform to streamline efficiency and scalability.
Balancing Tradition and Innovation: The AKC successfully bridges generations while maintaining its authority in the field.

The AKC’s content not only achieved impressive metrics but also reinforced its position as a trusted resource in the world of purebred dogs.

Exploring the Multimedia Formats Used by the AKC

The AKC employs a variety of multimedia formats to engage its audience. These include.

Downloadable Forms: The AKC provides a range of downloadable forms and applications on its website, covering various aspects of dog registration, kennel names, event entries, and more.
Brochures and Fliers: The AKC offers informative brochures in downloadable PDF format. These can be printed and shared with dog enthusiasts.
Educational Resources: The AKC’s content includes educational materials such as articles, videos, and infographics.
Audio Content: While not as common, the AKC could explore podcasts or audio interviews with experts.
Visual Content: The AKC’s website and social media platforms feature photos and videos of dogs.

The AKC’s multimedia strategy combines written content, visuals, and interactive forms to cater to a diverse audience of dog lovers.

Key Insights and Learning Outcomes from the AKC Case Study

The AKC’s journey offers valuable insights into the power of strategic content, adaptability, and storytelling in maintaining relevance and fostering community among dog lovers. Here are some key takeaways,

Content Strategy Matters: The AKC’s tailored content strategy played a pivotal role in their success.
Digital Transformation: The shift from traditional channels to digital platforms allowed the AKC to reach a broader demographic.
Quality Over Quantity: The AKC prioritized high-quality storytelling over mere volume.
Balancing Tradition and Innovation: While appealing to younger audiences, the AKC retained its expertise and authority.
Content Measurement and Value: Metrics such as website traffic increase (30%) and estimated content value ($26.6 million) demonstrated the impact.

The AKC’s journey highlights the power of strategic content, adaptability, and storytelling in maintaining relevance and fostering community among dog lovers. It serves as a valuable case study for anyone looking to enhance their content strategy and measure its value effectively.