pro
Flo | Content Strategist, SEO, AEO & Social
Content that ranks. Social that drives leads.
New to Contra
Flo | is ready for their next project!
From Bulletin Board to Magazine: Rebuilding Letras Libres on Instagram
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Hey everyone! 👋
I built a Project Management Hub in Notion to run projects from brief to retrospective in one calm, minimalist workspace. It's for sale on Gumroad, but I'm sharing it for free with the Contra community.
It includes a guide, project brief, dashboard, weekly planner and review, plus 7 linked databases (tasks, phases, team, budget, risks and more). A sample project shows how everything connects.
Grab it here:Â https://app.notion.com/p/blank-page-studio/Project-Management-Hub-3872755810f08362a85701bb81270c41?source=copy_link
It's for your personal use only, so please keep it within the Contra network.
Hope it helps! Let me know what you think 🙌
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How do you get people to stop scrolling for a 5,000-word essay?
As Social Media Editor at Letras Libres, a leading Spanish-language magazine of ideas with editions in Mexico and Spain, I lead the strategy that turns long-form literature, politics and criticism into content built for each platform: carousels that unpack an argument, quote cards that stop the scroll, short videos with authors, and archive series that give 25+ years of content a second life.
Every channel has a job. Social media opens the door; the website, newsletter and magazine build the relationship.
Results:Â +796% video views, +50% average engagement and +30% newsletter subscribers. Book-review carousels and serialized stories became our best-performing formats.
The lesson for any niche brand: you don't need to dumb down your ideas to win on social. You need the right hook, in the right format, for each platform.
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The Beauty Effect: web and social strategy
Website redesign and social media strategy for The Beauty Effect, a Mexican beauty brand founded by Mexican influencer Eugenia Debayle, with a large audience in Mexico and in the Hispanic community in the U.S.
Challenge
Turn a founder-led beauty brand into a media brand, and turn a large social audience into regular readers of the website and the magazine.
Situation
The Beauty Effect started as Mexico's first specialized beauty magazine and grew to 200K followers on Instagram, plus YouTube, a website and a print magazine. Its audience reached well beyond Mexico, into Spanish-speaking women in the U.S. Content was growing fast, but each channel worked on its own and the website wasn't keeping up.
Analysis
The audience followed Eugenia, not a product feed. What brought people back was useful content (tips, tutorials, honest opinions) and an inclusive promise: beauty for every woman. The opportunity was to connect the channels so they fed each other instead of competing.
Result
As Digital Strategist for a year, I led the website redesign and built the social strategy. The website reached +1M in traffic and 180K monthly readers and video views, with a 30% engagement rate during my year. When Eugenia stepped away in 2022 for health reasons, the account stopped posting. Years later, its 200K Instagram followers are still there.
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