Shaping a Cohesive, Data-Driven Content Strategy for Oikocredit

Overview

Oikocredit, a global cooperative focused on social impact investing, needed

a more strategic, organised, and insight-driven approach to content. As part of the

communications team, I led the development of a content strategy—from

establishing clear messaging and content goals to implementing practical systems

that improved consistency, collaboration, and performance.

The Challenge

Oikocredit was producing valuable content, but the process wasn’t fully aligned with

broader organisational objectives. Content themes lacked structure, workflows varied

across teams, and analytics weren’t being leveraged to their full potential.

Key gaps I identified:

No unified content strategy or framework
Irregular planning and publishing cycles
Limited visibility into what content was performing well
Difficulty aligning content with organisational goals and messaging

My Role

I took the lead in designing and operationalising a comprehensive content strategy. This included strategic planning, workflow design, content governance, and performance evaluation.

What I Did

1. Developed a Clear Content Strategy

Defined target audiences and core messaging pillars
Established content goals tied to organisational strategy
(awareness, engagement, donor trust, thought leadership)
Created guidelines ensuring all content reflected Oikocredit’s
mission, values, and tone

2. Implemented Organisational Systems

Oversaw a Trello board to manage workflows
across teams
Developed a full editorial calendar using modern planning tools
Standardised content workflows: ideation → drafting → review → scheduling → publication

3. Streamlined Editorial Planning

Created a 3-month and 12-month content roadmap
Included thematic cycles aligned with
campaigns, impact reporting, and member/cooperative updates
Improved team collaboration
by centralising content ideas, deadlines, and responsibilities

4. Data-Driven Content Analysis

Reviewed analytics to identify high-performing content
and weak spots
Assessed performance trends across channels (website,
newsletter, social media)
Provided recommendations to increase engagement and reach
Used data to refine both editorial priorities and messaging
approach

5. Ensured Alignment Across the Organisation

Cross-checked every content stream against organisational priorities
Ensured tone, messaging, and storytelling were consistent globally
Helped the team understand why certain content works and how it supports Oikocredit’s mission