How an investment fund replaced its $2,000+/month social media workflow by turning its newsletter into daily social posts
PetroPeak Investments had a costly, filming-heavy production process for social media. It now publishes daily across five platforms from a newsletter it was already writing - on one to two hours of founder time a month.
PETROPEAK
INVESTMENTS, LLC
I have content, but not the time/expertise to make social posts quickly.
- John Jordan, founder & managing partner of PetroPeak
Results at a glance
PetroPeak has used this workflow for 5 months now.
- of founder time saved each month
- ~10 hours
- posting across five platforms
- 4 / month → daily
- in monthly agency fees saved
- $2,000+
Who is PetroPeak?
PetroPeak Investments is an investment fund specializing in North American oil and gas mineral royalties. Through its newsletter, The Mineral Edge, John shares educational perspectives on mineral ownership, royalty investing, energy markets, and asset evaluation.
PetroPeak wanted to use founder-led social media to build brand awareness and share its expertise with a broader audience. John already had valuable insights - the challenge was turning them into a consistent social media presence without adding another major demand on his time.
The old workflow: scripts, cameras, and $2,000+ a month
Previously, PetroPeak worked with an agency that developed scripts for John to record on camera and edited the footage into four short-form videos each month.
While the finished content gave PetroPeak a social presence, producing four short videos required over $2,000 a month in agency fees, plus 10+ hours/month of John's own time on filming sessions, coordination, and review. Every week, on top of running the fund and engaging with clients, John had to find time to perform newly written scripts.
The realization
At the same time, John was already creating the raw material the social workflow needed. Every two weeks, he published The Mineral Edge, with original analysis and educational ideas specifically for mineral and royalty investors.
Instead of starting each social post from a blank page, or with a brand-new filming script, PetroPeak could build on the thinking John had already done.
The new workflow
Using WaveGen, PetroPeak built a new social content workflow around the newsletter John was already publishing:
Each month, John spends just one to two hours reviewing PetroPeak’s social content across five platforms: LinkedIn, Instagram, Facebook, TikTok, and YouTube. This creates a consistent daily publishing cadence without demanding more of John’s time.
WaveGen proposes the posts, while John decides what best represents PetroPeak. He can reject unsuitable ideas, edit the language, adjust the visuals, and approve the final calendar before anything is published. WaveGen also automatically adds a first comment directing readers back to the original edition of The Mineral Edge, helping each social post extend the newsletter’s reach.
I'm still very impressed with how easy it is to create posts.
- John Jordan, founder & managing partner of PetroPeak
An Example:
Example posts generated from the edition
The impact
PetroPeak has used this workflow for 5 months now.
Before WaveGen, PetroPeak spent over $2,000 per month and 10+ hours of John’s time to produce four short-form videos each month. Today, John spends just one to two hours per month reviewing and scheduling a daily stream of social content across LinkedIn, Instagram, Facebook, TikTok, and YouTube, centered on content John was already publishing.
The increased distribution is also beginning to support organic audience growth. The Mineral Edge currently gains approximately two to three new subscribers each week through organic sharing or social links.
For a specialized field like mineral and royalty investing, John sees that consistent growth as a meaningful early result.
Full results
Before and with WaveGen
| Before | With WaveGen |
|---|---|
| $2,000+/month in agency fees | Reduced dependency on agency workflow |
| 10+hours/month of founder time | 1–2 hours/month of founder time |
| Four agency-produced videos per month | A daily social publishing cadence across five platforms |
| Weekly recording sessions | No filming |
| New scripts written for social | The newsletter is the source |
| Video only | Carousels, quote cards, short-form video across 5 platforms |
| Social and newsletter run as separate efforts | One system - every post routes back to the newsletter |
| 2-3/week organic subscribers as an early result |
“This is a niche that not many know about or are interested in. I view any growth as a success.”
- John Jordan, founder & managing partner of PetroPeak
The value wasn’t simply producing more posts. It was creating a workflow PetroPeak could sustain without repeatedly pulling John away from the work only he could do.
The takeaway
PetroPeak’s experience shows that consistent social publishing doesn’t always require creating more original content.
For firms already publishing newsletters, articles, research, or market commentary, the bigger opportunity may be turning existing expertise into a more effective and consistent distribution system.
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