Africa's Pocket is a bootstrapped SaaS company offering an automated approach to individuals seeking financial freedom through investing.

In addition to their investment platform, Africa's Pocket offers a suite of courses that help increase their customers' financial literacy, helping their customers change their money mindsets and their financial futures even as they invest through the platform.

Because Africa's Pocket initially began as an education platform, they invested heavily in creating blog content designed to rank the company website in Google searches.

However as the company grew a strong following on social media, the CEO found that she was spending more and more time creating content instead of developing the investment platform and leading the team for business growth.

She therefore devised a strategy to repurpose their existing blog content into bite-sized educational content that would nurture their growing social media audience into paying customers for their courses and investment platform.

I was hired to turn the strategy into a streamlined process for repurposing their blog content into social media content.

Before any work could begin, the CEO and I collaborated in creating a social media marketing plan that best suited the company's goals and audience needs.

We decided on which platform to focus on the most for audience growth and conversions, as well as which platforms to populate with content for the purpose of maintaining relevance.

We created a series of content types that would be created from each blog post. This included;

I created graphics templates in Canva for each type of post to ensure a speedy production process.

We developed a communication strategy that would ensure the CEO was always up to date on my progress without the need for her to spend too much time in the content creation process.

I reviewed the blog's Google Analytics and ranked the company's blog content to identify the top-performing blog posts. These became the basis for the next step.

Based on the previous step, I developed a custom content management system and calendar in Notion. This included;

A database of blog posts to be repurposed.

Templates for outlining and drafting the different types of content. These allowed the CEO to quickly review upcoming content drafts every week before production began.

Production status updates including status bars, Kanban board, and more

Content calendar

Each week I'd repurpose 1-2 blog posts into social media content in the following steps;

Draft the content for one week's carousel post. The carousel post was the most popular post on the company's Instagram page due to its ability to offer high educational value in a digestible way.

Once the draft was approved, I would then use this draft as the jump-off point creating for all other content types for each blog post, including a Twitter (now X) thread, scripts for reels, and static posts.

The next step would be to use the previously created templates to design the social media graphics for one week's worth of posts per article, and compose captions for each of the posts. These would then be added to the Notion dashboard for the CEO to review.

Once approved, I transferred each blog post's repurposed content into our scheduling platform for automated publishing to social media.

The overall process reduced the CEO's direct involvement in social media content creation down to just 1 hour each week, allowing her to focus on business development.

Additionally, we were able to build up a bank of social media content, maintaining a 2-3 week buffer of content between production and publication of the content.

Our content repurposing work produced the following metrics;

20% average reach per post

10% increase in average engagement rate

3% average follower growth rate (industry standard is 2-5%)

5 pieces of content posted each week on the company's primary platform, Instagram, and 1-3 on the secondary platforms.

The custom Notion content design was the key to all the above results, ensuring there was a strategic content repurposing plan that would last 6-12 months while enabling the CEO to have an appropriate level of oversight on the project without spending too much time.

In addition to creating the dashboard, I created video tutorials detailing how to use, update, and tweak the dashboard moving forward. This ensured that once my contract was concluded, the next social media manager for the company would have a built-in onboarding process for the strategy, ensuring a seamless integration for my replacement.

Send me a direct message, or check out my blog and video repurposing services to learn more about how I can help you scale your educational content and grow your business.