Content Strategy · Scholars of Finance · Texas Blockchain
The Problem
When I stepped into the VP roles, both organizations had social presences — but neither felt intentional. Posts were reactive, inconsistent in tone, and not built around what the audience actually wanted to see. Follower counts were flat and engagement was low despite both orgs having strong programming and real things worth talking about.
The content wasn't bad. It just had no strategy behind it. I built one for each from scratch — and because the audiences are completely different, the strategies had to be too.
Brand Voice
The first step was defining who each org is actually talking to — and what they want to feel after engaging with the content. Scholars of Finance speaks to ambitious undergrads who want to break into finance. Texas Blockchain speaks to builders and researchers who are already deep in the space. Same platform, completely different tone.
Scholars of Finance
VP Marketing
Voice words
Aspirational Accessible Warm Credible InspiringAudience
Undergrads early in their finance journey, looking for direction, community, and proof that their goals are achievable.
Texas Blockchain
VP Social Media
Voice words
Sharp Technical Curious Direct Forward-lookingAudience
Students and professionals already engaged in crypto/DeFi, looking for insights, events, and a community that takes the space seriously.
Content Pillars
I built four content pillars for each org — categories that every post fits into. This made content planning faster and ensured the feed stayed balanced instead of defaulting to event announcements 90% of the time.
Real people doing interesting things. The highest-performing content type across both orgs — people share what feels personal.
What's happening in the industry and why it matters to our audience. Builds credibility and gives followers a reason to come back.
Before, during, and after event content — not just announcements. Behind-the-scenes and recap content consistently outperformed promotional posts.
Content that communicates who we are, not just what we do. Values-forward posts and culture moments that attract the right people to apply or follow.
Platform Cadence
| Platform | Frequency | Best formats | Primary goal |
|---|---|---|---|
| 3x/week | Carousels, text posts, member features | Credibility, recruiting, corporate visibility | |
| 4x/week | Reels, Stories, event recaps | Community, culture, event attendance |
Caption Examples
Scholars of Finance — LinkedIn
"Breaking into finance doesn't start with a job offer. It starts with the conversation you have the courage to initiate. This week, our members sat across the table from professionals at Goldman, Blackstone, and Evercore — and held their own. That's what we build here."
Pillar: Events & community moments · Tone: Aspirational, warm · CTA: Tag someone who needs to hear this
Texas Blockchain — Instagram
"The fee switch has been Uniswap governance's most debated topic for two years. Last week, it actually moved. Here's what it means for UNI holders — and why it matters beyond the price."
Pillar: Industry insights · Tone: Sharp, technical · CTA: Link in bio for full breakdown
Results
The engagement growth was a side effect of finally having something worth following. The two new corporate sponsorships were a direct result of elevated brand presence — both sponsors cited our social profiles as part of their decision to partner.
The biggest lesson: consistency compounds. The orgs that show up the same way every week build trust with their audience. The ones that post when they remember to don't.