A valuation of over $2 billion, a growing global presence, accolades for innovation (including the Reputable Red Dot Design Award)…. Meet Oura Health, a health technology company best known for creating Oura Ring — one of the most successful health tech wearables on the market.
The Nordic startup landscape has consistently outdone itself, founding global giants like Spotify, Klarna, and Skype, and a renewed investor interest in the tech sector has jumpstarted its post-pandemic performance. Oura is no stranger to this backdrop, both geographical and narrative. Founded in 2013 in Finland, the company has now achieved global reach, appealing to health enthusiasts and tech aficionados alike. Our journey with Oura has been nothing short of epic as we’ve delved into content strategy, content creation, and more to help them scale their content operations.
Nine months in, we’ve helped Oura earn more than $100k in new conversions — and that’s just the stuff we can track! We’ve also reached 307,493 users, ranked for 15,122 keywords, earned 1,002 valuable backlinks, driven 5,303,109 impressions, and secured 72,880 clicks.
From the drawing board to execution, our strategy was driven by a desire to see Oura soar to even greater heights. Here’s how we leveraged a flexible, data-led, and multidisciplinary approach to make this happen.
Understanding the product
Oura Ring is a multifaceted product that offers numerous use cases, including sleep and fitness tracking, as well as continuous health monitoring. This can be a lot of information for consumers to understand, and it can be difficult to explain the benefits of all these metrics in a clear and concise way.
At the start of our engagement, one of our biggest goals was to understand the intricacies of the product. This way, we could create content with the right messaging. So, we got the team together. We:
- sat down with the Oura team to get a deeper understanding of the product’s unique value propositions;
- mapped the various audience segments and verticals we’d be pursuing;
- conducted extensive keyword research;
- audited the site’s existing content and website analytics; and
- bought Oura rings for the entire team working on the account to conduct individual user research.
Armed with these valuable insights, we put together a strategy for the initial pieces of content, then jumped into the writing.
Content creation
Our engagement with Oura began with just five standard SEO blog posts. Yes, five. It’s simple; we had to prove our worth.
In true Literal Humans fashion, we brought our A-game both on the content writing and design fronts. Five excellent pieces of content later, Oura 2.5xed their engagement. As a result of our scalable content production process, we were able to ramp up content creation to help Oura reach their ambitious traffic and sales goals.
One of the critical factors in our success was the deep subject-matter expertise of one of our senior writers (Victoria) with a health education background. Their knowledge enriched our content creation process, lending credibility and authority to our work. Of course, we also ensured our work was grounded in excellent research and data tracking to drive meaningful engagement.
The design team also brought their creative brilliance to the mix. Recognizing the power of visual storytelling, we used a strategy that combined the online visibility-boosting capabilities of SEO blogs with social media creative assets and infographics.
Going beyond SEO content
A massive shoutout to the Oura team, who supported our efforts and made the success of the engagement that much easier — being a good client is a skill! The Oura team made the most of each piece by repurposing it across multiple formats and integrating it seamlessly into their wider marketing engine.
In addition to our expertise in content creation, we took on the role of consultants, providing insights and guidance on various aspects that contribute to a successful content strategy. One area we particularly focused on was the architecture of the Oura Pulse Blog. Through consumer behavior analysis, we provided advice on improving the blogs’ CTA visibility, and this is something Oura has already implemented. We also recommended an optimal blog structure for an excellent user experience, which Oura plans to work on soon.
Moreover, we emphasized the importance of content maintenance and regular updates to ensure that Oura’s online presence remains fresh and relevant. To achieve this, we helped Oura establish a comprehensive content maintenance plan. Lastly, our advisory role extended to guiding Oura on backlink strategies to continue improving search engine rankings and domain authority.
Working with multiple stakeholders
We’ve worked with many internal teams in the past, but what made our collaboration with Oura different was the fact that we had to immerse ourselves in the analytics and insights from multiple teams within Oura. This required us to be nimble and adaptable, and in the end, we were able to create a cohesive strategy with specific sales-focused goals.
For example, part of the content creation process involved collaborating with and gathering insights from Oura’s subject matter experts, including doctors and scientists. On the analytics side, input from the internal teams helped us create content that covers data tracked by Oura Ring (like this piece on the link between heart rate and respiratory rate) and problems that Oura Ring helps solve (like this piece on what HRV can reveal about mental health).
Oura also had other existing agency partnerships which presented another exciting opportunity for collaboration. By blending our content performance analysis with their complementary work, we strengthened our content strategy, optimizing the content for maximum impact and exploring growth avenues.
Leaning heavily on our data-led approach, we analyzed hundreds of Oura’s best-performing content pieces, iterating on them to drive hundreds of thousands of dollars in revenue for the company.
To future success!
We’ve helped Oura scale their content operations — reaching over 300,000 users and earning more than 1,000 backlinks.
We doubled the volume of the monthly pieces when needed, used them to deepen our strategy, and shifted the focus from traffic to conversions as our content started ranking.
We’re excited to see the next chapter of our partnership unfold, as we continue to collaborate, take on the challenges, and explore the limitless possibilities that lie ahead.
And remember, your success story could be next. Schedule a free session to learn more about how we can help you create a results-driven content marketing strategy.
“Working with Literal Humans was like a breath of fresh air for me as a one-person head of content. The team was professional, organized, and significantly up-leveled Oura’s content strategy through extensive keyword research and competitive analysis. I’m extremely proud of the blog content we created together, which we continue to see performing well in search engine rankings.”
Locke Hughes
Head of Health Content
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