Content Marketing For Onchain Products: A playbook for Builders and Marketers. - Joy Joe

Good morning everyone. Um, so my name is Joy Joe. I I'm a content marketer, a storyteller just like Gloria and also a content creator. So I hope we all had a lovely night's rest and we're ready to learn from what I'm going to share today. Okay, thank you.

So, do we have like marketers in the house and founders as well? If you're a marketer, can you just like wave?

Hi.

What about founders?

Hey. Okay. Okay. So, I'm just going to share a bit about what I have observed from doing content, doing marketing in web 3 for the past four years. And every day my ideas just keep getting validated.

So I just decided to come and speak about it. So content marketing for onchain product a playbook for builders and marketers. Um so what's content marketing? Although I didn't explain this in my slide. Okay, let me just do my quick intro.

Joy, I'm a storyteller, web marketer, content creator and I like writing. So

yes, so let's start from why most onchain products go unnoticed. Onchain just basically means on the blockchain and onchain product just means products that built on the blockchain. Why do they go unnoticed? So these are a few facts um I discovered from my research because 30% of new crypto users lose funds due to poor education. 49% of DAPs across major blockchains are inactive.

Um approximately 63% of new users drop off after the effects first DAP interaction. So this is why most um and I didn't say this the research did. So so why does this happen? Why do new users drop off? Yeah.

Poor education. So it happens because web three is complex wallets, gas fees, bridges, risk takingaking. Most crypto founders are focus on building technology rather than solving a problem. No shades, but sometimes it can be like that. Um marketers often lack technical context.

For instance, uh I I I I remember there was a time I was trying to I just said, "Oh, let me go through um web three websites, right? Let me see what this website and honestly I think that was like two years ago. I really could not understand a lot of what was on those platforms. Everything was just too technical and I I have to really to market a web three products you have to go and read like you have to like take a course literally that's what we do as marketers right um users need education trust before conversion and and retention bad UX yes the UX was actually bad I think it started improving in recent years bad UX and complex on boarding so these are like the issues that makes most products unusable for like the mass mass markets, you know. So, okay.

So, how I'm coming from the content angle. If I was a product person, I'll probably talk about UIUX, but I'm a content person. So, I'm going to come from the content angle on on how content can help this product like go more mainstream, drop um reduce the drop off and all of that. So how does content solve all of this? So first of all you have to have what we call a content strategy which is uh basically what you want your content to achieve really for you as a founder and if you're a marketer the content you're creating what is the direction.

So what are you trying to achieve? I trying to get obviously most people most brands need awareness users governance in the web three context sales as well token sales and all of that then who are you talking to so I realized that and not just realize I experienced when I was working with a a reward asset tokenization project we as I then did not really know who we're talking to so we were just literally saying oh we're talking to everybody everybody's everybody needs is this um solution. So yes, we're talking to everybody. It backfired because obviously we did not really get so far ahead. So who are you talking to?

You need to know who you're talking to. Um what will you say? Um you cannot talk to a DEN the way you talk to a new crypto user. So um where will you say it? Where do they hang out?

Where do they stay? Are they on X? Um, for instance, if you're trying to get new users, you need to you need to know where they are. They will probably not be on Discord, right? So, this is like what a content strategy should answer.

And every brand needs to have this because if you're for your content because if you don't have content, I don't know, you probably won't get users. So, uh, how does content actually I think I already said this previously. So we're going to start from the um so in marketing in marketing in general there's what you call a content sorry in marketing funnel which has the awareness the um acquisition retention consideration phase. So in content if you're doing content uh as a content marketer as a founder you also need to have like a mini content funnel so you know like the direction in which you're going. So the first on the list is the awareness and I use the example of Phantom wallet what they did.

You can also see I that's a screenshot from Famton's website by the way um beginner right they want people to use their wallet right so they had to speak to the beginners they have to have something for the beginners which is awareness and education so they have they built this entire crypto 101 blog to educate people on the basis of crypto because really people will not use what they don't understand and um for the consideration phase still the same phantom wallet They outlined top 10 crypto best crypto wallets. Then inside this it makes like literally they outlined different crypto wallets. So you can have an idea of the others you can use and they position Phantom as the best one. So this is just basically for SEO which is just one part of content marketing anyways. So this is to keep their attention and build trust.

and I'm fixated more on the topics right which is the best 10 10 best crypto wallets all you need to know then phantom was within this blog then we have the acquisition phase this is where they want the users to convert um so they make it easy for you by telling you how to buy crypto in phantom right and the idea is to convert interest and into action so like I already mentioned this is like when you are doing SEO um but it's still very important all around anyways for all any other kind of content marketing even videos and all that so for retention phase I use bar chain foundation here as the example so after bar chain launched I think when was it this year when they they had to start creating a bunch of content to retain users which is this particular content was aimed at the developers because they are like a blockchain so they need developers to come build on them. So they like had this they always have this um series of YouTube videos to tell the developers how to build on bar chain, right? So it's content it's content marketing because if this is missing probably the devs will know what to do or it will be and and they will probably go to another chain that made it easier for them. So this is just like what u a content marketing funnel could look like. You have to consider them for the awareness cons um consideration acquisition and retention.

So you need to have this. Then how do you measure success in web three content? You measure success with engagement, reach. So basically if you're creating content, what do you look out for to know that you're making progress? These are the categories.

This is how you measure success. Reach, engagement, conversions, onchain action, retention. So you can just um peruse through this. So the next thing is how to start a simple content strategy framework. So how do you start?

I think I already explained it from the beginning but this is just like a simple starter pack first. Who's your audience? Just make sure you have that outlined. What do you what's your why? What story are you telling?

Most people don't really have a brand story. Don't be that kind of brand that doesn't have a brand story. Then pick your cont your content mix. How do you want to present it? Is it via videos, blogs, amas, memes, etc.?

It's totally up to you and what your audience relates with the best. So this is u my resource to help you. I have this newsletter where I drop tips. So you can just search for joyjo.supstack.

com substack.com and subscribe to my newsletter. Yeah. And then you can connect with me. Just can this.

Okay. This one. Okay. So then you can just scan it to connect with me on all platforms. Thank you so much.