Background: UR.Life is a brand that focuses on holistic well-being, whether that’s at home or at work. Stories and content that is posted across all platforms focuses on subjects relating to parenting, relationships, mental health, nutrition, and fitness. For the corporate wellness platform, a push was given on holistic wellness tips and advice that working individuals aged between 25-60 years could follow.

Objectives: The main objectives here were to produce a content calendar for the website that focused on the five content pillars. Three stories were to be published daily on the website. For social media, two posts per day were required for Instagram, and one post per day for LinkedIn. While the LinkedIn posts would be orientated towards working individuals, Instagram was more orientated towards those who were interested in being healthier in their lives.

Deliverables: Content calendar for Website + Instagram + LinkedIn (with the Deputy Editor)

Results: The content strategy for UR.Life came together by first focusing on SEO and competitors in the Indian market. Inspiration was also sought from international holistic well-being brands, such as Goop and Poosh. Through SEO, I was able to glean what topics our target audience was most interested in (separate for the website, Instagram and LinkedIn). After compiling a list of potential topics that could be pushed through all channels, an emphasis was also given on topical events that could be forecasted (such as World Health Day, World AIIDS Day, Pride month).

International holistic well-being platforms that are doing similar content to UR.Life

For the website, articles were conceptualized also by taking into consideration the latest research and studies published (mainly on ScienceDaily, Nature journal and NPR). A focus was also given to products that were directly affiliated with UR.Life such as UR.Life OHC, UR.Life Studio, UR.Life Cafe and Health Risk Assessments. Other products affiliated with sister companies (FHPL, Apollo Foundation and Apollo Hospitals) were also highlighted through website content.

For the corporate wellness website, a whole revamp that required website redesign along with content was required. The content redesign consisted of insertion of keywords and general SEO optimization. Examples of other corporate wellness platforms in India were also taken as references to understand what worked and what didn’t.

For Instagram and LinkedIn, a redesign was required for the visual language. An external agency was hired to handle the redesign whereas content was primarily determined in-house. A through evaluation of what today’s employees cared about and what they wanted answered was considered for LinkedIn. For Instagram, an analysis was done on which kind of posts received the most engagement and which collaborations were most fruitful. Content was decided to be a mix of website content and other content that focused on giving tips, and lifestyle recommendations to the audience.

UR.Life Content Strategy

Anatomicals Social Media Strategy