Project Profile: Blog Management for PodStar


Sustainable superstars PodStar is a husband and wife team based in Sydney on a mission to stop waste from coffee pods.

So far they’ve done a pretty good job.

In 2018, Kirsten and Mark released the first reusable coffee pod for Nespresso machines. Since then they’ve designed and created stainless steel pods for another three machines; Aldi, Caffitaly and just recently the Espressotoria machine. That’s over 10 million single-use pods saved from landfill in two years.



Pod Star contacted me in May 2020 with two core goals:

  1. To write a Press Release for the launch of their new product – the first reusable pod for Espressotoria machines in the world
  2. To boost the blog section of their website via blog management and SEO-friendly blog content


The first priority was the product release. 

For the blog, I proposed a three-month content strategy to increase Pod Star’s online traffic and help raise awareness of their brand and products over time.

Being creative and passionate about sustainability themselves, they already had topics in mind and a handful of articles published on their blog. But lack of time and being busy with their own work meant new content had been put on the back burner. 

This is perfectly normal for many business owners! 

It had been three months since the blog had any love so I recommended ongoing content; an article to start with, followed by two articles each month. 


First, we targeted the new product launch. 

This involved researching, writing and editing a press release to send to media contacts and draw attention to their eco-friendly creation. 

The next stage of the project was blog management for PodStar. To determine the right topics, I had to understand who we were talking to. 

Using Google Analytics and the creative brief I ask clients to fill out, the target audience was profiled and four goals created based on their content needs. 

The next stages involved:

  • An audit of Pod Star’s current blog content  
  • Keyword phrase research 
  • Devising a content strategy around chosen keywords to reach goals and meet the audience’s needs 
  • Checking Google Trends for trending topics 
  • Using research tools like Answer the Public to brainstorm question ideas
  • Brainstorming headlines and checking scores against CoSchedule 
  • Finalising a three-month editorial calendar
  • Researching, writing, optimising and editing 7 articles 



As Pod Star is over east, everything was delivered via email. 

The outcome was 7 articles about educational topics such as:

  1. Stainless Steel Coffee Pods – Reasons to Make the Switch
  2. What Eco Coffee do You Drink? 3 Types and their Benefits
  3. How to Find the Best Coffee Pod Machine in Australia
  4. 7 Sustainable Gift Ideas to Nurture Australia’s Environment 
  5. How to Identify Greenwashing and its Negative Impact

View all Pod Star’s blog articles

Compared to the previous three months (February-May), there was an increase in users, transactions and revenue from publishing SEO-friendly blog content.


  • Users increased by 50.33% including 49.62% new visitors
  • Sessions increased by 45.57%
  • Conversion rates increased by 3.27%
  • Transactions increased by 50.32%
  • Revenue increased by 53.96%

Many of the search terms are highly competitive. However, this ‘how-to’ article is already ranking at the top of page 2 for the ‘best coffee pod machine Australia’. These results show regular articles do make a positive impact on your website’s organic traffic, which can lead to an increase in revenue.


By adding SEO-friendly blog content to your site, you have a 434% higher chance of being ranked greater on search engines. It’s a vital part of the Search Engine Optimisation puzzle.


This project was fantastic to work on because of the similarities in values. 

Pod Star have a clear message on their website which I love:

“When you partner with us, you’re partnering for a better world. Less waste, less plastic, more care, better life.”

– Mark and Kirsten, Pod Star

These are ethics that are closely aligned with mine and my business. Which is one of the reasons why Pod Star was such a great business to partner with. 

Coffee lovers who want to live a greener lifestyle should check out Pod Star’s awesome range of products. If you need SEO-friendly blog content to help your site get noticed, learn about my rates below.

It was enjoyable and easy to collaborate with "the little typewriter copywriter". Jayde, is an amazing person to work with and her skills made our project come together within the set timelines. We highly recommend her for copywriting projects.
Colouron Cotton
Colouron Cotton
10:54 13 Nov 22
Excellent job done! Couldn't fault in anyway. Great communication skills, very good understanding of what we wanted to achieve for our web site. Would recommend The Little Typewriter and Jayde's creative writing skills to anyone wanting to improve their online presence.
sue Mountford
sue Mountford
07:50 09 Sep 22
The Little Typewriter is a big helper! I’ve enlisted Jayde to work on a number of content campaigns in the small business space and she always nails the brief. Her copy is clean and clever. She is very responsive and professional. Highly recommend.
Adam Bub
Adam Bub
00:08 14 May 22
We recently worked with the little typewriter to produce web site copy for a new business (My Plan Assist) and we could not be more happy with the result. Jayde took the time to get to know our brand, and from there she conducted extensive research before translating our brief into amazing copy. Jayde was professional, knowledgeable and extremely responsive. We were so thrilled with the result that we immediately commissioned the little typewriter to create further content for our blog to further enhance our web site. Highly recommend without hesitation. Samone, My Plan Assist
Samone Harwood
Samone Harwood
07:59 07 Dec 21
I've worked with Jayde for our content writing projects and can highly recommend her for her quality of work and professionalism.
Bill Tsouvalas
Bill Tsouvalas
05:14 24 Jun 21
Jayde just completed some fantastic content for our new website, we are extremally happy with what Jayde has done for us. Very professional and a quick turnaround time, we would highly recommend her services. Thank you Jayde - Shara & Trent
Sanmateo Apartments
Sanmateo Apartments
23:40 18 May 21
Delivered top quality content that was helpful with brand exposure! If you need content that delivers a message contact Little Typewriter
kahil tognela
kahil tognela
02:33 15 Mar 21
Jayde is one of the most professional and hard working people I have ever come across. Not only does she provide her clients with the highest standard quality of work, she does so with a positive and conscientious attitude. Jayde goes above and beyond for her clients to ensure that she provides exactly what they are looking for and no task is too much for her. Other businesses I have dealt with have not bothered to really get to know what myself as the client is looking for but the rare and unique thing about Jayde is that she really gets to know all her clients on a personal level and that is why you feel so comfortable with her. Jayde embodies everything a hard working, polite, professional should be. I would recommend Jayde a thousand times over and wish all the success in the world for her future projects and endeavours.
Georgia Good
Georgia Good
13:00 23 Nov 20
Jayde was great. Delivered exactly what she said she would with great copy that suited my business perfectly.
David Green
David Green
06:48 28 Sep 20
Jayde is a wonderful person to work with, especially if you have absolutely no basic knowledge of websites or computer "stuff". Jayde is patient, witty, supportive and never once made me feel like an idiot. I'm an intelligent woman at what I do, but computers and all the jazz were way over my head. Thank God for Jayde!! And I now have a fab website.
Dee Jackman Hypnosis
Dee Jackman Hypnosis
07:26 21 Aug 20
I engaged the little typewriter to write and design a short report. The experience was ultra professional and the output was beyond my expectations for both content and graphic design. Strongly recommend!
Sharon Melamed
Sharon Melamed
11:03 04 Jun 20
Jayde is a highly talented writer. She takes the time to understand her clients and delivers quality work every time. Always a pleasure to work with.
Mitchell Kelly
Mitchell Kelly
07:23 02 Jan 20
I am so happy to have crossed paths with Jayde and her company the little typewriter. She's helped me craft a professional worded email that not only reflects me and my business but did so quickly and easily. I can highly recommend her not only for large copywriting projects but also for small delicate assignments. Looking forward to working with Jayde more in the future!
Clare Martella
Clare Martella
02:03 30 Dec 19
Having worked with Jayde for nearly two years at Australian Property Investor Magazine, I have found her communication abilities and knowledge of the Australian property landscape to be impressive.It has been a pleasure working with Jayde in her role as a freelance writer for API. She is reliable, flexible and happy to make revisions when asked. I wouldn’t hesitate in recommending Jayde to potential employees and wish her all the best in her future business endeavours.
Anna Cooper
Anna Cooper
23:09 04 Dec 19
Jayde has done an amazing job with our spystore blog :) We will continue working with her for all our blog needs in the future :) Thanks
Jing Jackson
Jing Jackson
06:45 21 Nov 19
Having worked with Jayde from the little typewriter for years, she has taken the time to get to know our company and customers extremely well. Jayde knows exactly how to pitch our services and products in a way that is fun, interesting and definitely not boring.We’ve really appreciated the time that goes into researching anything to do with Just in Time Gourmet and new product ranges we take on. Whether it’s a new blog post, producer or gourmet food products, we’ve always been extremely confident Jayde will have a creative way to write that reflects our own brand.We have no hesitation in recommending Jayde and TLT to showcase any business, their products or boost their brand. Yes, we can be a little biased when it comes to our own company, so it’s wonderful when you find someone that is as passionate about making your business a success as we are. Looking forward to our next project together!
Jodee Wearne
Jodee Wearne
03:23 20 Nov 19
We recently had Jayde Walker from TLC prepare a series of team member profiles for us for our new website. Would I recommend her services to others? . . . Absolutely!The service Jayde provided was excellent. We couldn't recommend her more highly, or be more pleased with the outcome.
Mapel Building
Mapel Building
01:50 19 Nov 19
6 Responses
  1. Rene

    Great work! I’ve read several of your articles here and definitely will be revisiting. Your website is really informative, thanks!

  2. Richard

    Very helpful advice within this article. Blogs can produce the most significant changes.

    Thanks a lot for sharing!

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