Case Study: Content Strategy for Edu-Up

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.

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.

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

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

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.