Strategic blog writing

01 — Project details

My goal was to create engaging, SEO-optimized blog content for Haypp Group's U.S. sites, Nicokick and Northerner. I focused on educating and informing their audience while aligning with brand voice and industry trends, positioning the brand as an industry thought leader.

02 — Creative process

My approach was to connect with the audience by addressing their questions and concerns about smokeless alternatives, highlighting their benefits, and positioning Nicokick and Northerner as trusted sources of information. By aligning content with Haypp’s ultimate goal of harm reduction and optimizing for engagement, I crafted blog posts that educated readers while driving higher conversion rates.

03 — Results

After just one month, we saw an initial 10% increase in both sessions and total users—an early indicator that the content was gaining traction. By the end of three months, those numbers had skyrocketed, with sessions increasing by 106.3% and total users rising by 107.9%. The average session duration also jumped by 101.1%, showing that readers were spending significantly more time with the content. On top of that, the engagement rate improved by 18.4%, reaching an impressive 83.74%, highlighting the content’s strong connection with the audience.