Chronic Pain Stories

To Better Days

May 2020 - Aug 2020
Services: Content strategy - Interviews - Copywriting - Outreach and link building
Industry: Health
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The Project

I started working with To Better Days when they were still a brand-new start-up in the health and wellness space. Their active joint patches, developed by Dr John Lyftogt, help those suffering with long-term muscle, joint and nerve pain find natural pain relief. In the initial stages of their brand launch, To Better Days needed to gain trust with their target group by demonstrating a genuine understanding of those who live with pain.

The Process

In order to get their content strategy right from the start and build trust with their target audience, I administered a series of interviews with people who live with pain on behalf of To Better Days. The interviews led to real-life chronic pain stories accompanied by genuine testimonials from people who had benefited from To Better Days’ patches. The interviews I administered were used as empirical evidence on To Better Days’ website and across their social media channels. As I had interviewed people from all walks of life, the ‘Chronic Pain Stories’ campaign opened up a wealth of opportunities for outreach. I created extensive outreach lists of different types of online publications with trustworthy SEO credentials; then, I crafted custom outreach emails pitching chronic pain stories from people in their readership’s community.


My initial outreach efforts generated 22 backlinks from 18 online publications ranging from Mummy blogs and health publications to Martial Arts magazines and army websites. The contributing articles were associated with 27.1K estimated coverage views*. With an average Domain Authority of 49, the referring domains passed on strong trust signals to the Google algorithm, helping To Better Days’ Domain Authority jump from 10 to 14 between May and October 2020.**

*Source: CoverageBook

**Source: Website SEO Checker

This content was created on behalf of Passion Digital.


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