NetPosse's Content Machine Explained

Empowering Owners: How NetPosse's Content Drives Prevention and Recovery

NetPosse, or Stolen Horse International, creates diverse content focused on three main areas: missing animal alerts and recovery tools, educational resources, and organizational updates. This content is distributed across their website, social media, mailing lists, and events. 

Alerts and Recovery Content

• NetPosse Alerts: These are the "Amber Alerts" of the horse world. They create a dedicated, branded webpage and a printable flyer for each reported missing or stolen animal (and equipment like trailers and tack). This content includes detailed descriptions, photos, last known locations, and contact information.
• Database Listings: The core of their content is a publicly searchable, Google-indexed database where information on missing, found, stolen, or "searching for history" animals is stored long-term, increasing the chances of recovery even years later.
• Case Updates: The reports feature comment sections where owners and the community can post updates, tips, and progress on a specific case, keeping the content fresh and relevant. 

Educational Content

NetPosse heavily emphasizes prevention and identification education, creating various resources:

• Articles and Guides: They publish numerous articles on their website with tips on theft prevention, disaster preparedness, the importance of identification, how to manage veterinary records, and steps to take if a horse is missing.
• Videos: The organization produces video content, including short clips (YouTube Shorts) and longer informational videos, sometimes turning articles or case studies into visual content for better engagement.
• Seminars and Clinics: Founder Debi Metcalfe creates content for live presentations at horse expos, conferences, and club meetings, sharing expertise in person. 

Organizational and Community Content

• Newsletters: They use a mailing list to send out urgent alerts and a weekly newsletter containing success stories, updates on the organization, and featured articles.
• Social Media Posts: They actively manage several social media platforms, sharing alerts, educational snippets, donation requests, volunteer needs, and community interaction posts.
• Record Management Tools: For registered members, the content extends to a management system allowing owners to upload and store important documentation like Coggins tests, health certificates, and registration papers securely online.