International B2B content for IQI Trusted Petfood Ingredients


IQI Trusted Petfood Ingredients aims to raise its international profile as a market leader. This is because the company is much more than a global supplier of pure ingredients for the pet food industry alone. IQI is an industry partner that thinks allong with its customers in more than 60 countries and invests heavily in innovation and product development.

Following the launch of the new website, IQI put a broader request to Voxx to develop content for white papers, presentations, news releases and social media, among other things. By now, all resources and channels have been summarised in a clear content strategy and we can call ourselves the regular content marketing partner of IQI Trusted Petfood Ingredients.


Every month, we create a whitepaper about a specific pet food ingredient. We have already written about algae, omega 3, egg powder, taurine, cellulose fibre and chicken plasma. The whitepapers are used as gated content on the website and for campaigns on LinkedIn.


All content on animal feed ingredients for IQI is produced in English, based on Dutch input. We interview B2B experts on ingredients and processes, and translate this into attractive stories for the target audience. In-depth content expertise is the prerequisite for this.

"I particularly appreciate the commitment, expertise, friendliness and direct way of communicating in the people at Voxx. This is how we bring out the best in each other and create the best possible final product."

Barbara Borgman, Global Marketing Communication Coordinator at IQI Trusted Petfood Ingredients

"Regardless of sometimes delivering unstructured input, Voxx always manages to create clear, structured white papers.

The complexity of the content does not matter, this is picked up very quickly with a piece of solid research for scientific substantiation. We are always provided with good tips and a speedy delivery."

Geert van der Velden, Innovation Manager at IQI Trusted Petfood Ingredients


Becoming an international market leader through content

The aim of the white papers for IQI is to respond strategically to market developments and inform about the potential of specific pet food ingredients. All papers are based on science-based product information on health effects for dogs and cats, application and processing possibilities in pet food, advantages and disadvantages compared to other ingredients and relevant information on sustainability and environment.

Rolling out content strategy hands on, and measuring it

After the successful launch of the new website and white papers, IQI is focusing on new content. That content is created in close consultation with the Marketing Manager and Innovation Manager. Weekly and, where necessary, daily contact is maintained about actions, progress and results. We provide insights that can be measured, both on the website and on IQI's social media channels, with an important role for LinkedIn.

The new content will not only be rolled out digitally but also supported with appropriate PR support through press releases and articles for B2B experts in trade media. We are particularly proud to support IQI in developing its overall content marketing strategy and specific, targeted content to further strengthen its position as market leader.


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