Airdropping No Nonsense Guide to Web3 Content Marketing

Since Web3 is all about freedom, boldness, rights and ownership, this revolutionary ethos inevitably bleeds into marketing strategies and content creation. We can no longer rely on old tactics of interruption and top-down messaging.

Making the leap from the familiar terrain of Web2 to the uncharted waters of Web3 demands a seismic shift in how we capture attention. In fact, the industry value is pacing to USD 45 billion by 2032, thereby testifying the enormous growth and opportunities in this sector.

Even to achieve that, understanding the differences between Web2 and Web3 strategies is essential. But equally important is recognizing the audience we seek to reach—the vibrant communities driving the decentralized movement forward.

It's not just about what we say but how we connect with our audience on a deeper level.

Why is your web3 content marketing strategy not working?

• Relying Too Heavily on Traditional Content Formats One of the primary reasons your web3 content marketing strategy may be underperforming is the overreliance on traditional content formats like blogs and articles. These formats, while valuable in the web2 space, may not resonate as effectively with web3 communities that crave interactive, participatory experiences.

• Failure to Embrace Web3 Values and Principles Web3 content marketing requires a fundamental shift in mindset, aligning your approach with the core values and principles of decentralization, transparency, and community ownership. Simply repurposing web2 content strategies without adapting to the unique dynamics of web3 communities can lead to a disconnect and a lack of resonance with your target audience.

For instance, Web3 gaming enthusiasts often value community-driven narratives, co-creation, and unconventional experiences that align with the ethos of decentralization.

• Lack of Community Engagement and Interaction One of the hallmarks of web3 is the emphasis on community engagement, collaboration, and collective ownership. Implementing a one-way, top-down content marketing approach reminiscent of web2 strategies can alienate web3 audiences who expect transparent, two-way communication and active participation.

Consider the example of a new DEX project. Instead of solely publishing educational articles and tutorials, a more effective approach would be to host virtual AMAs (Ask Me Anything) sessions, participate in decentralized forums, and actively engage with the community.

• Failure to Leverage Web3-Native Technologies Web3 content marketing presents opportunities to leverage innovative technologies and platforms that are native to the decentralized web ecosystem. Overlooking these unique tools and channels can result in a lack of authenticity and relevance in the eyes of web3 audiences.

For instance, if you're marketing a new NFT project, consider utilizing web3-native platforms like decentralized social media networks, NFT marketplaces, and blockchain-based content distribution channels. This not only demonstrates your commitment to the web3 space but also enables you to reach and engage with your target audience more effectively.

Different types of content marketing campaigns in web3

Web3’s marketing league is different and so is the type of content required. Plan specific content:

1. for the community NOT just social media marketing

In Web3, community building goes far beyond traditional social media marketing tactics. Your community isn't interested in marketing jargons and sales pitches; they crave authentic, value driven discussions and a sense of collective ownership.

Establishing a presence on Web3-centric social media platforms like Lens Protocol, Mastodon, and decentralized forums is crucial, but it's merely the first step.

• Active community engagement and facilitating open discussions are key to fostering trust and building lasting relationships.

• Leverage the decentralized features of these platforms, such as on-chain interactions and censorship-resistant communication, to demonstrate your commitment to transparency and decentralization.

• Encourage your community members to contribute their thoughts, experiences, and insights, creating a collaborative environment where ideas can flourish.

Furthermore, incentivizing participation through tokens and NFTs can foster a sense of ownership and loyalty within your community.

Remember, merely broadcasting messages won’t work in Web3; it's about fostering a decentralized, collaborative ecosystem where every voice is heard and valued.

2. for memes and guerrilla campaigns

We had fun compiling a guerrilla marketing guide for web3 projects. It's an in-depth account of how you can leverage the power of viral content to attract qualified users like a magnet.

These unconventional approaches not only capture attention but also foster a sense of community and shared experiences among your audience.

Here are some actionable tips and takeaways focused on viral content, memes, and guerrilla marketing in Web3:

• Launch meme contests and challenges, incentivizing your community to create and share viral memes about your project. Offer rewards like NFT collectibles or token prizes.

• Organize surprise guerrilla marketing stunts at major crypto/Web3 events - think interactive AR experiences, street art installations, or flash mobs.

• Leverage the viral power of video and leverage platforms like Lens Protocol for creating and distributing shareable video content skits.

• Capitalize on trending topics/internet culture by creating reactive, zeitgeist-capturing memes that position your brand as culturally relevant.

• Use projections, AR filters, and other novel experiential mediums for guerrilla activations that are inherently capturable/shareable.

3. for thought leadership programs

Because lack of awareness (education to be precise) is one of the greatest challenges plaguing web3. At the same time, it is an opportunity for you to lead by example and position your brand as a trustworthy voice.

• Produce In-Depth Educational Content: Develop comprehensive whitepapers, research reports, and case studies that dive deep into the technical and philosophical aspects of Web3.

• Host Engaging Multimedia Content Series: Launch a podcast or video series exploring the intricacies of Web3. Feature interviews with thought leaders, developers, and enthusiasts, offering a platform for insightful discussions and knowledge sharing. Complement this with regular webinars and "Ask Me Anything" sessions, where your team members can share their knowledge and perspectives.

• Foster Community-Driven Knowledge Sharing: Encourage your community members to contribute their expertise and experiences through user-generated content, such as blog posts, tutorials, or discussion forums.

• Collaborate on Educational Initiatives: Partner with educational institutions, online courses, or coding bootcamps focused on Web3 and blockchain.

• Leverage Content Repurposing and Distribution: Repurpose your in-depth content into various formats, such as infographics, social media snippets, and digestible blog posts, to reach a wider audience.

4. for Airdrops & token distribution

You read that right! Airdrops and token distributions are a powerful tool for Web3 content marketing, offering a unique way to capture attention, drive engagement, and cultivate a vibrant community.

These incentivized programs provide an opportunity to foster a sense of collective ownership and participation among your target audience.

Airdrops and token distributions offer a potent content marketing tool in Web3.

• Gamify the experience with interactive quizzes, puzzles, or scavenger hunts where users earn tokens/NFTs as rewards.

• Incentivize user-generated content like memes, videos, or creative airdrop experiences by offering exclusive NFT prizes.

• Host immersive educational events like AMAs, webinars, or metaverse experiences exploring your project's tokenomics and roadmap.

• Collaborate with Web3 influencers and communities, co-creating content or joint events to expand reach.

• Leverage social tokens or NFT monetization models for added incentives.

The key is fostering interactive, community-driven experiences aligned with Web3 principles of decentralization and collective ownership.

5. for referrals and affiliate marketing

Let’s go quick here:

• Gamified Referral Campaigns Create gamified referral campaigns where community members can earn rewards, NFT badges, or token incentives for referring new users. Design interactive content experiences, quests, or challenges that incentivize sharing and drive virality.

• Educational Ambassador Programs Identify and collaborate with influential educators, developers, or thought leaders in the Web3 space. Provide them with exclusive access, resources, and co-branded content to position them as ambassadors for your project. Leverage their expertise and reach to educate new audiences.

• Affiliate Content Collaborations Partner with complementary Web3 projects, platforms, or communities to co-create valuable content assets like webinars, tutorials, or case studies. Cross-promote these collaborative efforts through your respective affiliate networks, expanding reach and fostering cross-pollination.

• Decentralized Content Rewards Implement decentralized reward mechanisms for community members who create and share valuable content about your project. Leverage blockchain-based bounties, token incentives, or NFT rewards to incentivize user-generated content and organic promotion.

• Affiliate Content Licensing Develop a licensing model for your educational or marketing content, allowing affiliates to rebrand, repurpose, or resell the content to their audiences. Incentivize affiliates through revenue-sharing or token-based rewards.

Experminet with formats

• NFT-Gated Premium Content: Create exclusive, high-value content pieces (reports, guides, webinars) and gate access to them by requiring users to hold specific NFTs from your collection. Amanda Casatt’s ‘Order your book, claim your NFT’ campaign is a case study we all love.

• NFT Content Drops: Periodically release limited editions of your content assets (e.g., research papers, video tutorials) as NFTs, fostering scarcity and collectibility.

• Experiment with Augmented Reality (AR) Content: Enhance your physical content (e.g., product packaging, print materials) with AR experiences accessible through Web3 wallets or dApps.

• Create Tokenized Learning Paths: Develop educational content modules or courses, tokenized as NFTs, where users earn rewards or credentials upon completion.

• Collaborate on Web3 Comic Books or Graphic Novels: Partner with artists and writers to create immersive, interactive comic book experiences, with NFT collectibles and community-driven storylines.

Don’t forget the funnel analysis

Crystallizing the above strategy into a funnel would be something like below:

Stage	Strategy	Tactics
Awareness	Content Creation for Community Engagement	1. Produce authentic content for decentralized platforms (e.gLens Protocol, Mastodon). 2. Foster open discussions and encourage community contributions. 3. Incentivize participation through Tokens & NFTs.
Interest	Airdrops & Token Distribution	1. Conduct airdrops and token distributions. 2. Gamify experience with quizzes and incentivize user-generated content. 3. Host immersive events like AMAs and webinars.
	Referrals and Affiliate Marketing	1. Implement gamified referral campaigns. 2. Partner with complementary projects for affiliate content collaborations. 3. Collaborate with influential figures for educational ambassador programs.
Cosideration	Memes and Guerrilla Campaigns	1. Engage with meme contests and guerrilla marketing stunts. 2. Utilize projections and AR filters for captivating activations.
Decision	Thought Leadership Programs	1. Produce in-depth educational contents(e.g., whitepapers, podcasts). 2. Host engaging multimedia series featuring thought leaders. 3. Encourage community-driven knowledge sharing.
Retention/Advocacy	Experiment with Formats	1. Innovate with NFT-gated premium content and periodic drops. 2. Explore AR content experiences and tokenized learning paths. 3. Collaborate on immersive web3 comic books or graphic novels.

That being said, funnels will differentiate from strategy to strategy; there isn’t one size!

Relevant content is the ultimate proof of work

Imagine your content as the bonfire around which these passionate communities gather, united by a sense of purpose that transcends transactional relationships. To truly resonate, we must shed the veneer of faceless corporations and embrace a more human, collaborative approach.

The game has changed, and the playing field is wide open. Those who authentically embody Web3's ethos of empowerment, co-creation, and collective ownership will emerge as the voices that catalyze real change. Are you ready to light that fire?