Digital strategy - Monica Karpinski

Case studies

Monica works with health brands and publishers. Browse through selected work and campaigns below.

Nature's Best

Using editorial & SEO content strategy to drive sales and 72,000+ page views from people living with PCOS, who were trying to get pregnant

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Monica worked with Nature's Best on a digital content campaign that aimed to reach people with polycystic ovary syndrome (PCOS) who were trying to get pregnant, and to educate them about nutrients and supplements that may be helpful.

She investigated the search space and digital coverage of PCOS and pregnancy, and used these insights to inform a nine-month content strategy. This content was run as a column, which resulted in:

72,000+ page views
2,000+ keyword rankings
Referral resulting in sales

Evvy

Using content strategy and copywriting to increase organic web traffic and drive 100,000+ monthly visits

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Monica worked with health tech startup Evvy on content strategy for their website, that would educate their users about vaginal health topics. Evvy produces a swab test that gives users an overview of their vaginal health and risk of disease.

Working with a long list or article titles and topics, Monica carried out keyword research, plus competitor and search analyses, to create an SEO-friendly editorial content strategy that prioritised “low hanging fruit” opportunities for visibility.

She then worked with Evvy to write some of the pieces, resulting in:

Content drives 100,000+ monthly visits
14,500+ keyword rankings
40% MoM growth, six months after launch

Specsavers

Contributing to a 2,000+ increase in total keyword rankings by editing a series of eye health pages

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Monica worked with Specsavers to edit a series of eye health articles written by medics, intended to educate the general public.

She received 30 articles and worked on restructuring for clarity and readability, communicating scientific and clinical information using clear and accessible language, tone, and ensuring that risks were communicated in the correct context.

The content was very well-received, and her work contributed to:

2,000+ increase in total keyword rankings for eye health pages
37% increase in keywords ranking in the top 3
4+ average pages per visit

Medical Device Developments

Editorial strategy, content planning and editing a print and online magazine

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Monica was engaged as the editor of Medical Device Developments magazine, a trade title with 65,000 subscribers.

Liaising with the sales team, she was tasked with developing the editorial plan and managing its delivery, including:

Sourcing and commissioning freelancers
Developing the book plan
Briefing and editing all copy
Working with the art team and Editor in Chief to sign off all pages

Manual

Using content & copywriting to more than double organic web traffic and drive a four-fold increase in clicks

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Monica worked with Manual to create educational and engaging content for their website around their weight loss services.

As well as crafting smooth copy that explains the science and other important bits around their services, her role was to strike a friendly and conversational tone to bring their brand voice to life.

Organic traffic up 184% in eight months
Clicks to the website increased four-fold
Reach (content impressions) increased 20-fold

Tuli Health

Increasing monthly page views from 8,000 to 50,000+ within six months

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Tuli are a health test and clinical services provider. They wanted to raise the profile of their weight management services, which would be delivered in partnership with local pharmacies.

Monica worked with Tuli to create a content plan to promote the services and drive interest to Tuli's website.

After identifying key audience concerns and questions about weight management, Monica created focused and accessible content that increased monthly page views from 8,000 to 50,000+ within 6 months.

Become

Contributing to a 108% increase in customer sales via content strategy

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Become are a menopause clothing company who wanted a stronger search presence and to establish themselves as a trustworthy and knowledgable source of information about menopause.

Monica researched the search and digital coverage space around menopause and menopause clothing, and used these insights to come up with an SEO-focused content plan and strategy. The content contributed to:

30% average MoM increase in keyword rankings
Traffic: content represents 50% of top landing pages
108% increase in all customer sales

The Femedic

Create & edit an online women's health magazine, driving a monthly readership of 100,000+

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The Femedic is an online health magazine aimed at women and everyone who needs it. Monica founded the title and served as its editor.

Over its roughly six-year tenure, The Femedic’s content was read millions of times, with an average monthly readership of 100,000+.

The Femedic earned both industry and press recognition. Notably, Monica was invited as a guest on BBC’s Victoria Derbyshire show, while the Femedic was covered in Cosmopolitan, iPaper, the Mail on Sunday, Metro, BBC, and more.

Most importantly, Monica received hundreds of messages from readers telling us how The Femedic had helped them.

What clients have to say

"Monica brought a whirlwind of energy and an injection of a much needed, common-sense approach to our marketing strategy when she joined our team at Kindred. She has provided critical direction for our business through her innovative and bespoke marketing research methods, and her output of quality work is exceptionally high. Hiring Monica will raise the bar for your entire team as they will need to race to keep up with her million-miles-an-hour thinking, and brilliantly high standards."

-Anna Anderson, Co-Founder & Director, Kindred