3. User Acquisition
Turning Attention into Action
Don’t just make noise. Turn your launch into lasting traction across every channel.
Table Of Content
Strategic Context Core Concepts & Principles Launch Phase-Based Timeline The Launch Content Stack Launch Execution Checklist KPIs That Matter Worksheets & Templates
Strategic Context
You’ve clarified your brand. Built narrative resonance. Lit the early fires of community. Now it’s time to channel that momentum into action.
Launch is not the finish line. It’s the spark.
In crypto, where noise is high and attention is short, your launch content must do more than announce. It must activate. It’s the difference between a project that trends for a day and one that sustains user interest, partner traction, and protocol adoption.
Done right, launch content turns your GTM strategy into user behavior:
→ Curiosity into clicks
→ Interest into engagement
→ Awareness into onchain action
This module will help you translate your strategy into a tightly coordinated, full-stack content launch–spanning website, social, earned media, community, and partner channels.
Core Concepts & Principles
1. Launch Is a Conversion Moment, Not a Brand Sprint
By the time you launch, TOFU content has done its job and you’ve built attention. Launch content moves the middle and bottom of the funnel–consideration and conversion.
Key Principle: Everything you ship must point back to a single CTA: sign up, stake, mint, migrate, refer. No drift. No distractions.
2. Coordinated Channels Create Momentum
Your content engine runs year-round. But during a launch, you need alignment across every touchpoint.
Think in orchestration, not just volume.
A hero thread with no matching CTA on your site is a lost opportunity.
A great explainer video with no press support gets buried.
3. Launch is a Burst, Not a Drip
Cadence shifts here:
Where evergreen content compounds, launch content spikes–then resets into a new rhythm.
Key Principle: Compress impact into a 2-week window.
4. Founder-Led Storytelling is a Growth Lever
In crypto, your founder and core team is your most credible KOL.
Don’t delegate your launch voice to marketing alone. The founder and ideally, other core team members should be visibly leading the narrative in the days before and after launch.
What this looks like:
Personal X threads walking through the why behind the launch.
Quote tweets that inject personality and perspective into community reactions.
Founder-led AMAs or Twitter Spaces.
Commenting on relevant threads and joining partner conversations.
Launch Phase-Based Timeline
Phase | Objective | Content Types |
|---|---|---|
T-30 to T-7 | Build Anticipation | Teasers, trailers, waitlist promos, referral CTAs |
T-7 to T-1 | Prime the Narrative | Blog, walkthroughs, sync with partners, KOLs |
T-0 | Activate Attention | Blog, threads, PR, demo video, product CTA, email blast |
T+1 to T+14 | Sustain + Convert | Use-case threads, community highlights, how-tos, memes |
The Launch Content Stack
Content Type | Purpose | Formats | CTA |
|---|---|---|---|
Hero Narrative | Frame the big story | Launch blog, founder thread | Why it matters + how to use |
Product Explainability | Lower friction | Demo video, walkthrough, infographic | Try it now |
Proof + Social Validation | Build confidence | PR, case studies, partner quotes, user testimonials | Join them |
Social Activation | Drive awareness | Memes, polls, giveaways, threadstorms | Amplify & engage |
Community Momentum | Turn attention into loyalty | Quests, referral CTAs, incentives, Twitter Spaces | Stake / Participate / Share |
Launch Execution Checklist
Narrative & Assets
✓ Launch blog drafted and approved
✓ Founder thread or POV post scheduled
✓ Demo video + product walkthrough complete
✓ FAQ or Notion guide for community support
Site & Channels
✓ Website hero banner and CTA updated
✓ Email campaign queued and segmented
✓ Press release distributed and embargoed media pitched
✓ X, TG, Discord, LinkedIn content aligned and scheduled
Partners & Amplification
✓ Partner tweets co-authored and timed
✓ KOL threads or testimonials secured
✓ Launch quest / bounty structured and live
Community Activation
✓ AMA scheduled with mods briefed
✓ Onchain action incentives live (referral, staking, swap)
✓ Support channels staffed for surge traffic
KPIs That Matter
Stage | KPI |
|---|---|
T-0 | Pageviews, signups, X reach, TG joins |
T+1 | Demo completions, retention, Discord activity |
T+7 | Conversion rate, staking/minting %, referral traction |
T+14 | User feedback, earned media hits, community sentiment |
Worksheets & Templates
↗ Complete the Before You Launch Checklist
↗ Content Calendar Template
