Using PR and content for awareness and leads

PaySpace is a cloud-based payroll management platform serving companies based and operating in Africa.

The company wanted to scale up its operations and therefore, needed to focus on generating new leads. It also had to raise its profile amongst key decision-makers in multinational and enterprise-sized companies operating in or expanding to the African market. Definition’s fintech PR experts were up for the challenge and set to work.

The strategy consisted of African media relations designed to raise awareness of PaySpace, alongside a content campaign highlighting the risks and pain points associated with payroll management in Africa.


Within the first seven months, the campaign generated 35 quality media hits and secured ten followed links – a crucial SEO metric. Furthermore, the company received 466 new enquiries from firms interested in PaySpace’s services.

  • 466 new enquires from companies interested in their services
  • 35 pieces of positive media coverage with 10million+ opportunities to see the brand
  • Ten ‘followed’ editorial links generated


“As a fast-growing business in the African market, PaySpace found the services delivered by the Definition team of great value and best-in-class quality. They helped us establish a good base for thought leadership through the quality articles they delivered. This was underpinned by their absolute dedication to understand our market and product offering.”

Terisa Pohl, Marketing Manager at PaySpace

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