Background
Snug Bug Sleep Solutions is a Newcastle-based business offering practical sleep training and support for parents navigating the often exhausting early years.
The business is run by Kristy Morrison—a qualified sleep consultant and mum—whose advice is grounded in real-life experience as well as evidence-based practice.
Brief
The project involved developing a consistent stream of sleep advice content to build trust, grow organic traffic and position Kristy as a go-to expert for parents seeking calm, realistic guidance.
To support this, I was engaged to:
- Develop a 12-month content strategy aligned to seasonal search behaviour and common parenting pain points
- Conduct keyword research to identify high-volume, high-intent search terms
- Turn Kristy’s expertise into engaging, search-optimised blog content
Approach
I created a structured content calendar that balanced SEO opportunity with genuine usefulness—prioritising topics parents are actively searching for, while avoiding fear-based or overly technical language.
Kristy provided her expert insights in draft form, which I then shaped into clear, friendly and conversational blog posts.
From a copywriting perspective, the focus was on:
- Translating expert knowledge into plain-English advice parents can act on
- Using headlines and subheadings to hook tired readers quickly
- Optimising for Google without sacrificing warmth, trust or readability
I also formatted each post for online readability and selected copyright-free imagery to ensure the content felt polished, cohesive and aligned with the Snug Bug brand.
The result is content that educates, reassures and performs, supporting both parents and long-term business growth.
View work
