This is a quick-start guide on how web3 companies can use written content to acquire customers and build their brand.

I’ll show you examples and explain why each type of content works.

Let’s dive in.

1. Create your own narrative and show evidence

DAOMasters wrote an article titled: "4 Key Lessons About Decentralisation in DAOs”.

Rather than simply write from a technical viewpoint, they brought in quotes and examples from their community and people in their network.

In one short section of their article, they picked three people to quote.

As well as being good evidence for DAOMaster’s main argument in the section, these quotes add social proof.

They also make the content accessible to people working in DAOs and trying to figure out the best way to decentralize without losing control, as they see real examples, rather than just technical jargon.

Tapping into your network is a powerful way to upgrade your content.

2. Tell stories about your customers

One of the easiest ways to make your web3 product/service accessible is to tell your customers’ stories.

Take this article by Utopia Labs, for example.

It’s an article that’s designed to be a showcase of their customer, PleasrDAO. They talk about the work they’ve done, accomplishments, and the DAO’s plans for the future.

Mixed into the story, they name drop themselves — Utopia Labs — and show how they’ve helped PleasrDAO with payroll.

The ideal reader of this blog post is someone involved in a DAO, so this doesn’t come across as being self-promotional.

In fact, it’s valuable.

The reader will probably have ongoing pain points around payroll in their DAO, and Utopia’s soft sales pitch will hit the mark and help move someone into the buying funnel.

If you have customer case studies you can share, share them!

3. Answer key questions with informational content

Even web3 enthusiasts still have questions about how things work.

For example, someone might have been trading NFTs for six months, and now they know it’s time to file their taxes.

The first place they’ll go is Google.

If your brand shows up, you become the trusted place for the searcher to solve their problem.

For example, if you look up “how to file nft taxes”, the first organic brands coming up after the ads and featured snippet are:

• Tokentax: crypto tax software

• Coinledger: crypto tax software

• Bankrate: financial education platform

By ranking for this term, Tokentax and Coinledger are going to be acquiring new customers every month.

If they’d ignored the power of SEO, their competitors would be the ones onboarding these customers to their crypto tax solutions.

Easier said than done?

Truth is, it’s not easy to create good content.

It takes time to identify topics to write about and writing content is time-consuming.

But, it’s still early days in web3. If you start now, by the next bull market in your section of the industry, you’ll be well positioned to educate and onboard new customers, users, or contributors to your organization.