Today’s economic and social systems seem to value profits above all else. Often in such environment, employees experience loss of values that form quality of human life - health, happiness, creativity, progress. Is it possible to unify what appears to be an incoherent, continuous growth in profit while developing healthy and happy employees? The endless financial race has been harmful for today’s employees, and in the long run, the corporations too. There is a clear need for transformation of work as we know it. Maximum output is difficult to maintain, especially by going over capacity, which eventually leads to damage. It is crucial to develop all parts of organization that are able to continuously create new values. Values are always created by people, and these same people are the foundation of organization’s success. The Global Wellness Institute estimated the corporate wellbeing market at $ 43 billion in 2017, growing more than 6% annually. In a recent Wellable survey, more than 35% of organizations invest in this segment. What does corporate wellbeing include? The list continues to grow and companies are shifting from wellness as a health bene fit, to wellbeing as a strategy to increase productivity. More and more organizations are recognizing the need for an HR department, that includes wellbeing, education, and development services. Content marketing is one way of sharing information and educating target groups, precisely about wellbeing as an improvement strategy, and as an integral part of every HR department. This content marketing strategy will be exemplified by the wellbeing service, Recharge program, Above Academy. The example will show how to approach the service in a simple, interesting and informative way, and deepen the understanding and need for the service.