Wobenzym

Wobenzym were looking for topics to build brand equity, provide value to their audience, and differentiate from their competitors. First, Wobenzym needed to understand the current online discourse about inflammation among their target audience:

• What emotions did their audience have about the topics that would inform how Wobenzym should approach content?
• Information gaps Wobenzym could fill to bring value
• How these content opportunities align with SEO for maximum organic growth?

Wobenzym needed a partner capable of undertaking a social listening project to understand conversations happening around key topics. The goal was to combine these insights with SEO through keyword research, identifying strategic content territories that would serve as the foundation for ongoing marketing campaigns.

In the past two decades, inflammation has gained attention as a topic due to its link to various diseases. Many approaches are put forward to combat inflammation directly, including diet, exercise, stress management, sleep, and medication (NSAIDs). This has led to a surge in content creators catering to demand for information from the general public. At best, the competitive landscape presents significant challenges for brands new to SEO or content marketing, making it hard to gain visibility and share of voice. At worst, the high search volume has paved the way for unreliable sources to disseminate medically inaccurate information about inflammation—often without clarity on whether treating inflammation addresses the root cause of their disease. Wobenzym needed to carve out a niche within the crowded online conversation on inflammation, where their experience, expertise, authoritativeness, and trustworthiness (EEAT) could help them secure top Google search rankings. Following this, creating content was paramount. This content needed to be:

• Engaging to retain the audience's interest.
• Medically accurate for reliability and safety.
• Optimised for SEO to achieve top 3 rankings without compromising integrity or quality.

Wobenzym aimed for more than just high visibility on Google; their goal was to make their content not just seen but also impactful and engaging. As an initial interaction point for an inflammation supplement brand, their top-of-funnel (TOFU) content had to offer substantial value. It was crucial to position Wobenzym as a leading authority, fostering trust and encouraging readers to return for more answers.

Wobenzym operates in a less regulated category than pharmaceuticals but still adheres to medical accuracy standards, requiring a thorough internal review by the Medical Affairs team. Due to the team's limited size and responsibilities across multiple markets, the content production process was tailored to their needs, including easily reviewable source packs and a logical referencing structure. The Medico content team established direct, flexible relationships with the Wobenzym Med Affairs team for swift feedback and amendments to minimise delays.