Table of Contents
- Who is Alyssa and what does she do?
- 👨👨👦👦 Target Audiences
- 📝 Briefly describe the growth project
- How to create content for Web3 clients
- 1. Understand the project fully
- 2. Deciding what to write about
- 3. Deciding on a content format
- 4. Creating and distributing the content
- Distributing content
- You can follow Alyssa and her Web3 content journey on Twitter.
Aug 18, 2022
Who is Alyssa and what does she do?
Alyssa started in Web3 back in May of this year, a short 3 months ago. She started her marketing career as an email marketing freelancer focusing on traditional companies. She decided to go full time into Web3 content, primarily on Twitter.
“The gap between learning Web2 and Web3 content was not huge,” Alyssa encourages. “I talked to friends and people in my network already working on Web3 projects, studied how they marketed it, what worked and how it could be applied to other areas and niches.”
She saw a lot of people doing partnerships and contests, but they didn’t seem sticky. People would come and then leave the project. Content, on the other hand, allows for projects to connect with their community, find their problems and solve them. You have to deeply understand your community.
👨👨👦👦 Target Audiences
- Crypto agencies
- NFT projects
For the most part she is picky with who she works with (genuinely want to help their clients, not just get the retainer.
📝 Briefly describe the growth project
During her time as an email marketer, Alyssa would find most of her clients on Twitter. People would follow and comment on her posts, some of which she would begin working with professionally. Alyssa took this system and applied it to the Web3 market, got into it and started connecting with other people. A lot of Web3 projects have their primary content on Twitter, so it’s the perfect place to find clients in the space as well.
If the content is on Twitter, doesn’t that make it social media marketing?
Sure. It’s also community marketing (in fact I’d say it’s more community marketing than social media marketing). This is part of the beauty of Web3 growth.
Why do companies pay for this kind of content marketing?
Related to the above point, it builds a sense of community. For Web3 companies, everything is about community. This makes distinctions between product and growth/marketing efforts hard to classify cleanly, but also creates a beautiful synchronicity between efforts. Community is engrained in your product by definition, but it also helps with growth.
How to create content for Web3 clients
1. Understand the project fully
Before Alyssa starts with anything, she researches:
- The project and what they’re offering
- Their goals and mission
- Who their audience is
Mysten Labs, for example, talks directly with developers as part of their community. They’re trying to normalize the platform among developers, going into universities and holding events and talks. Alyssa shifted their language from technical writing into simple and understandable aspects in order to get early developers in comfortably.
Another example, RSTLSS (which creates digital wearables for different metaverses through interopterability, has a community apart from just technical developers. The community is primiarily creators and fans of things who enjoy creating content around things they’re passionate about. A completely different community with completely different needs.
2. Deciding what to write about
The ultimate goal is to collaborate with the client and their long term vision and what they are putting in place (this will define the content). Mysten labs holds hour long AMA interview style events that can then be turned into micro-content on Twitter (highlight, #1 takeaways, FAQs, polls, etc.) It gets the community involved in the project (development, bug testing, etc.). Search in the community for what people are asking about. Creates a nice flywheel. Announcements, vision, values… all of these things produce fantastic marketing. Highlight the problem you are trying to solve for a huge group of people. Amplify the problem and the solution you have for the problem. Answer a question a large group of people genuinely have.
3. Deciding on a content format
Your aim should be to provide content that is so valuable, your community talks about it and shares it for you. Twitter is great for this, because sharing insights is ingrained in the platform. There are a bunch of great content formats, just remember to show up where your community is.
Other kinds of formats:
- Live video AMAs (Ask Me Anything)
- Blogs posts
- Twitter thread
- Short videos
- A contrarian hot take - add these!
- UGC (User-Generated-Content) on Twitter - posts that just tag the person involved to show that it’s not just the company, the people using it are directly connected to the community think it’s good.
4. Creating and distributing the content
When creating content for clients, there’s a lot of freeform. It’s unpredictable and everyone is different, so just decide what will work best.
Alyssa got her process for creating content from Justin Welsh’s writing course, which she heavily recommends. Here are some tips for finding insights to build your content around:
- Look on Twitter for inspiration → Save things you find genuinely helpful and use them (with credit) to boost your own content.
- Journal and free-write a lot → this will make your insights pleasant to consume.
- Subscribe to lots of industry content - newsletters, podcasts, etc. The benefit of using information from existing channels is that they might even share your content linking to them.
To make writing content easier, Alyssa has a couple tools to recommend:
- Uses HYPEFURY for scheduling, a tool that helps grow and monetize Twitter audiences
- Twemex is a chrome extension that helps Alyssa to gain automatic insights from her Twitter content
If content for a client:
→ Post in their community if they have one
→ Share content (or schedule) at time most of their community is engaged
If her own content or branding…
→ Start with 3 sets of times for posting
→ Keep testing and change one variable at a time (twitter threads vs. posts, different types of posts, timing, etc.)
Most posting is primiarly on Twitter.
- Simultaneously spending 1 hr a day engaging with people you follow (make sure it’s a mix of people you want to follow and big niche leaders (20k+ followers)
- Comment on the post thoughtfully, great way to get exposure
- Just DM people you want to connect with on a weekly basis
- If you just post and don’t engage, there will be little interaction
For her clients: main value she brings is bringing it to the forefront of their brain.