Case study: How meditation app Headspace wins at content marketing

Earlier this year, in a bid to rid my anxiety once and for all, I downloaded Headspace, an app that teaches meditation and mindfulness. But no, we’re not here to talk about my journey to inner peace. Through the course of using the much-hyped-about app, I realised that there’s something else, other than training your mind, Headspace does amazingly – and that is content marketing. Here are five lessons we digital marketers can all learn from:

Well-written and relatable articles

This concept isn’t new: to succeed in content marketing, brands should think and act like a publisher. Publishers are all about on creating compelling content that touches their target audience – traditional marketers, on the other hand, focus on selling a product or a brand, usually within a short period of time.

Headspace is a well-oiled publishing machine. Its blog is sectioned into eight categories, namely Meditation, Living, Health, Sport, Work, Birth, Death and Watch & Listen. Sure, there are a number of articles on meditation and its benefits, but there are also many other related articles on topics ranging from mental and physical health, relationships, sleep, work and even food. Despite the diversity of content, all of the stories, advice and features have one clear objective: to support you on your journey to a healthier, happier life.

The blog is powered by a small editorial team of three, and writers everywhere can submit an article. For consistency and quality, contributors will need to adhere to certain guidelines that are outlined on the site. If you’re interested to write for the Orange Dot, see here!

Frequent posting

Content isn’t just a short-term marketing strategy at Headspace. The Orange Dot’s blog and social media pages are constantly updated daily with a couple of articles and posts.

This is also what tipped me over the edge to join over 15 million users already getting some Headspace. I almost never pay for apps, but a certain Headspace article hit home one day, at the right time, and the app soon found its way into my iPhone. Thirty days of trial later, it took my money (and monthly!). The slick UI and wonderful UX were key to why I converted, the content was the subtle push I needed to give Headspace a chance.

Great visual content

Every article on the blog is led by an great-looking visual (we all know how important that is) – usually a cute illustration to give life to the written content, and to help the reader absorb and remember the story. These fun, colourful graphics feature charming, odd-shaped characters and follow a consistent style that is now distinctive of Headspace. Some are also animated as gifs or mixed with photographs to add dimension and variety.

Cool videos and podcasts

Headspace doesn’t just stop at creating interesting reads and amazing graphics: it also delivers videos and podcasts for various platforms to maximise reach and engagement. Its podcast channel, Radio Headpsace, features interviews with inspiring folks as well as Q&As with co-founder Andy Puddicombe. VIDEOS

Social media and eDMs as content drivers

Great content takes time and effort to produce, so the Headspace team makes sure that they go the extra mile to garner more eyeballs. Videos produced for the app are edited down and posted on Instagram; blog articles are shared on Facebook, Twitter, and e-newsletters; and you can listen to Radio Headspace on SoundCloud, Apple Podcasts, or from the site.