Case Study: Content Strategy for Edu-Up
Onifeloluwa Adebajo
Redefining Edu-Up's Focus and Content Strategy
Edu-Up is an edtech brand that provides accessible online courses for African learners. Their focus is on helping students and professionals build skills in tech, personal development, and career growth.
When I started working with Edu-Up, their mission was inspiring but lacked clarity. They wanted to "empower learners across Africa," but their goals, audience, and messaging were vague. After a series of interviews and research, we narrowed their focus to African students and professionals who want affordable, high-quality education to gain global opportunities.
Why Positioning Is Key
Without a clear target audience or message, content won’t resonate or drive results. My first task was to define Edu-Up’s vision and audience so their content could have maximum impact.
The Process: Researching the Audience
Through interviews and message mining, I discovered what Edu-Up’s audience needed:
Where they spend time: Instagram, WhatsApp, and LinkedIn
Their challenges: Limited access to affordable, credible online courses
Current options: Free but low-quality resources or expensive programs
Cultural context: Education is seen as a major key to success
Budget: Most are middle-class with limited disposable income
Dreams: Access to global-standard education that changes their lives
Barriers: Internet access issues, distrust of online programs
Triggers to join: Clear proof of success from others like them
Refining the Strategy
Once the audience was clear, I developed a plan to guide Edu-Up’s content:
Content Roadmap
Topics: Career tips, personal growth, tech skills, inspiring success stories
Message: “With Edu-Up, you can access the future you’ve been dreaming of.”
Formats: Short videos, relatable stories, carousels, and blog posts
Style: Professional but warm, with a focus on real people and real results
Execution Plan
Content goals: Build trust, grow an audience, and convert followers into students
Channels: Focus on Instagram, LinkedIn, and WhatsApp groups
Publishing schedule: 3 posts weekly and 1 live session each week
Team: Hire a copywriter, social media manager, and video editor
Metrics to track: Engagement, leads, and course enrollments
The Result
Edu-Up now has a clear plan to create relatable, high-quality content that speaks directly to their audience’s needs.
Their team is excited to build trust with their audience and grow their presence as a leading edtech brand for African learners.
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Posted Dec 16, 2024
Let me walk you through how I clarified position, message, and target audience before developing a content strategy for an edtech brand in the United Kingdom.
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