Case: Knodd
Knodd is one of Sweden's leading digital pediatric care providers, with over 133,000 medical visits in 2023. They needed well-researched, reliable and empathic copy with a consistent focus on excellence and SEO relevance to build their brand and launch them to the top of Google.
Since 2021, we have collaborated together on a number of ongoing and one-off projects to educate and support parents and their families.
By the numbers:
312,000
organic visitors per month in May 2024
(a 450% increase from the end of 2022)
18,769
total ranking keywords
7,090
keywords ranking on Google's 1st-3rd spots
Process
01.
Brief is created based on search traffic and customer needs.
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02.
I create content in the Knodd tonality by combining reliable, high-level research sources and my knowledge and experience, all in SEO-friendly, targeted copy.
03.
Content is reviewed by project manager for tonality; I revise as needed to make sure all copy fits the brand.
04.
Content is proofread and fact-checked, then returned to me for final revisions, before being published on knodd.se.
Content
Medical articles
Knodd's page for medical articles provides parents with a library of medically fact-checked, easy-to-read articles about 102 of the most common childhood illnesses, infections, spots, and bothers. Combined with parenting articles, in 2023 we produced and published over 200 articles for the website.
Parenting articles
On the softer side, Knodd also provides parents with advice, tips, and support in parenting and managing many of the obstacles that families with young children may go through. In my current assignment, I create content for six articles each week.
Pregnancy App
In 2022, Knodd launched a pregnancy app, where parents-to-be can track their pregnancy, with weekly content, tips, and advice for each step along the journey. I was responsible for creating all copy for this app, in a similar process to the one for web articles, with more of a focus on a softer, encouraging tone directly focused on the user, rather than SEO.
Parenting courses
As part of its mission to provide parents with knowledge and resources for a safe and happy parenting journey, they also provide in-app parenting courses. Here, I have been involved in writing video scripts, course copy, and quiz material for courses on topics like pregnancy and breathing teqniques during labor, common stomach ailments, and food for infants.
Marketing copy
As needed, I also create marketing copy, in close collaboration with the Growth & Marketing Manager. This includes website copy to recruit new medical staff, blurbs and tag lines for new projects, apps, and marketing, as well as media and news content for current news stories.