How one CEO went from hours of content work to 60 minutes a week
Josephine Babirye
How Africa's Pocket CEO went from hours of content work to 60 minutes a week
Africa's Pocket is a personal finance 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.
The Problem
Because Africa's Pocket initially began as an education platform, they were sitting on a gold-mine of high quality educational blog content.
However as the company grew a strong following on social media, the CEO found that she was spending more and more time creating social content instead of developing the investment platform and leading the team for business growth.
She needed a way 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 brought in to a content repurposing system that turned that content into a full social media pipeline, on (almost) autopilot.
The Process
Step 0: Strategy Design
Before touching a single post, the CEO and I co-created a social media marketing plan built around her goals and her audience.
We decided which platforms to focus on, what content types to produce from each blog post, and built a communication rhythm that kept her informed without pulling her back into execution.
I created Canva templates for every content type upfront — carousels, static posts, reel scripts — so production could move fast without reinventing the wheel each week.
Step 1: Analytics Review
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.
Step 2: Content Calendar + Management Creation
Custom Notion Content Management Dashboard
Based on the previous step, I developed a custom content management system and calendar in Notion. This gave the CEO full visibility into what was being produced and when without requiring her to be involved in producing it.
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
Step 3: Repurpose, Schedule, and Publish Content
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 Results
Time-Saving
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.
Improved social media metrics
Our content repurposing work produced the following metrics;
5-10% social to webinar lead conversion rate per week
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.
Custom Content Dashboard Design
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.
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Posted May 21, 2024
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