Building a Compassionate Brand: IMPACT OF Our Content on Kaya’s Startup Growth
Meet Corey Anand, Founder of Kaya Care INc. This is Their Story.
KAYA CARE INC. is a clinician-led mental health development and consultancy organization that’s reshaping workplace culture by promoting mental well-being and inclusive leadership. Through interactive virtual group programs, Kaya helps teams and leaders cultivate supportive, inclusive environments where employees succeed personally and professionally.
Led by licensed mental health professionals, Kaya offers a range of services like leadership development, employee support groups, and wellness tracking software that provides real-time insights into organizational health.
Kaya’s mission is to promote mental resilience, build workplace empathy, and equip organizations with the tools to create cultures that prioritize mental well-being. Besides facilitating dynamic virtual group sessions, Kaya partners with orgs for long-term wellness tracking. Their data-driven curriculum ensures that every program delivers meaningful results, and their simple platform makes access and engagement easy for users.
Learn more about Kaya Care’s programs and ongoing impact by visiting their website here. Follow them on LinkedIn for updates and mental health insights.
"Jessica’s writing and editorial work have profoundly impacted Kaya’s mission to provide compassionate mental health resources."
The Challenge: buildING a brand in a saturated market.
Building a startup in today’s mental health industry is a tough expedition to take on, one that requires resilience, adaptability, and a clear vision. And when CEO Corey Anand took the leap and founded Kaya Care, his vision was clear:
1. Provide cohort-based mental health solutions for employees that go beyond the basic benefits of most workplace wellness programs.
2. Transform workplace cultures so employees feel supported, connected, and equipped with the tools to succeed.
However, like any innovative startup, Corey and his team faced down with a few major hurdles.
Their first challenge? Getting in front of the right prospects.
With investors now backing them and post-pandemic workplace burnout, anxiety, and attrition at an all-time high, the clock was ticking.
Kaya needed to find organizations ready to prioritize their employees’ mental health—those seeking something beyond the standard Employee Assistance Programs (EAPs), which often fall short and go underutilized.
Their second challenge? The competition was fierce.
In a post-pandemic world, the mental health space had become crowded with players offering private therapy solutions, leaving Kaya to carve out its niche as a one-of-a-kind provider of clinician-led group sessions for the workplace.
Corey knew Kaya had something special to offer. But the challenge was clear: they needed a strategic approach to introduce their platform to the right audience, differentiate themselves from competitors, and showcase the immense value they could bring to companies committed to supporting their workforce.
The Solution: CREATE A New VOICE IN WORKPLACE WELLNESS.
When Corey Anand approached Jess Anne Writing, I recognized the opportunity to amplify Kaya Care’s mission of revolutionizing workplace mental health culture.
The strategy and messaging needed to be original enough to stand out during a time when numerous post-pandemic mental health companies were cropping up.
So I set out to develop compelling narratives and branding that would resonate with both employers and employees. It was time to carve out a new niche, with Kaya’s unique approach leading the way in a crowded mental health services market.
"Jessica’s ability to maintain the company's voice while enhancing the clarity and impact of the message was invaluable in producing content that consistently exceeded expectations. Beyond her technical skills, Jessica's dedication to raising awareness, fostering understanding, and providing support through her writing has had a profound positive impact on our readers and the wider community."
To achieve this, I implemented several initiatives:
- Homepage Copy Development: Crafted engaging and informative content for the website’s landing page, effectively conveying Kaya’s vision and differentiating it from competitors.
- Brand Voice Guidelines: Created a comprehensive style guide to ensure consistency across all content and platforms, aligning every message with Kaya’s core values.
- Content Strategy and Management: Generated a steady stream of relevant blog topics, conducted thorough SEO research, and led a talented team of writers.
- Research and Authority-Building Content: Authored an extensive white paper titled “The Ultimate Guide to Workplace Mental Health (2022-2023 Stats),” positioning Kaya as a thought leader while providing invaluable resources for potential clients.
THE result: Changing workplace mental health for the better.
The success of our content strategy is evident in the organic traffic generated by key blog posts, particularly those that address vital mental health topics.
A highlight of this effort was my blog post “What is Social Health? How to Connect with Others and Improve Your Quality of Life” (read here). This blog alone continues to drive approximately 76% of Kaya’s overall monthly website traffic.
Through our collaborative efforts, we established Kaya as a trusted authority in workplace mental health, creating content that not only informed but also connected with users on a deeper level.
As Kaya evolves its messaging and enhance its online presence two years later, it continues playing a leading role in the zeitgeist of workplace mental health support, pushing the boundaries of access to free, compassionate resources and tools at work.
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