chain debrief
Main scope: Marketing Lead, Social Media Strategy, Content Creation, Internal Processes, Growth Strategy
2022-2023
Context: Chain Debrief, originating from Singapore, is a media/news publication that creates crypto and blockchain content. Through editorial content, video series, and their online community, they connect, inform, and update the web3 world about all the latest happenings in the space.
Within the team, my role involved overseeing the existing content pipelines, strategies, and operational processes toward potential enhancements and expansion. Our approach encompassed competitor analysis, market research, and insights from our community.
A closer look into our analytics and we found the content to be performing well with non-crypto natives. To counter that, we introduced Technical Thursdays, an introductory series to increase education and level up our audience.
An integral part of crypto marketing is …. Crypto Twitter! While I was not directly working on threads, I was working on finding KOLs to participate in Twitter spaces.
We wanted to provide a touch point for our community to interact with us and receive value from industry leaders. We had local and international guests such as Miles Deutscher (@milesdeutscher), Jack Niewold (@JackNiewold), Matt Lockyer (@Mattdlockyer), Tascha labs (@taschalabs) and Darius Sit (@dariussitzl).
In addition to my primary responsibilities, I had the privilege of looking into our newsletter and took the opportunity to optimize and switch things up.
In the realm of web3 natives, design wasn’t a huge consideration for web3 natives, quality of content and having an edge was. This recognition prompted us to revisit our approach. Some updates we implemented—adding more data, best tweets of the week, underrated tokens, articles/substacks you can learn from etc.
Beyond content optimization, we expanded our reach by introducing a new landing page dedicated to our newsletter. This strategic move eased the path for potential subscribers, providing them with a preview of what they could expect before converting.
Lastly, we took a look at paid ads. Both copy and visuals were A/B tested. Final versions were running monthly and we saw a 30% increase in overall monthly page views (disclaimer: 30% increase was due to omnichannel marketing efforts not just paid ads)
