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.

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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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