Building Content
Growth Engine

Strategic Context

Content is your growth engine. In web3, it’s more than posting new content, it’s how you build trust, drive adoption, and create a narrative that scales. Whether it’s a meme, a technical explainer, or a founder’s thread, great content does the work before your team even speaks.

From a business development standpoint, content is one of the most scalable ways to:

• Generate inbound interest from stakeholders (founders, devs, partners).

• Shorten sales cycles by pre-educating the market.

• Establish category authority, increasing win rates.

• Support lead nurturing with assets that guide decisions.

• Build partner confidence with consistent, credible narratives.

Whether it’s a technical explainer, partner case study, or viral campaign, great content does the work before the BD team even hops on a call.

Mantra: Make it matter. Lead with story. Back it with strategy. Build what compounds.

• Purpose → Make it matter. Every piece should solve a real problem, answer a real question, or create real value. No filler. No fluff.

• Approach → Lead with story. Start with a human-centered hook, then layer in facts, features, and proof.

• Execution → Back it with strategy. Tie every piece to a goal, whether it's education, engagement, or conversion.

• Outcome → Build what compounds. Create content that lives longer than a tweet.

Content Strategy Basics: Your View of the World

Content Strategy is the art of bringing your vision of the world into sight for your audience. It is not just about posting. It’s about bringing together the foundational elements of your brand into a clear point-of-view that makes your content recognizable, shareable, and powerful.

• What truth is ignored in your industry?

• What’s broken in your audience’s world?

• Who are you challenging?

• What future are you building?

To get the most out of this guide, ensure you have completed the following foundational modules:

• [Core Messaging & Narratives]: Define your brand’s mission, values, and key stories.

• [Audience/ ICP]: Clearly identify who you are creating for and what they need.

• [Positioning]: Articulate what makes you different and why it matters.

Map Your Content Funnel

From Strategy to Content Funnel

Content strategy is the “why.” It defines your purpose, audience, and stories.

Content planning is the “how.” It maps those stories to the right formats, channels, and timing.

But a strategy without a clear path is like a map without a destination. You can post all the content you want, but if it doesn’t guide users toward action, it’s just noise.

A content funnel is how you turn your vision into momentum. It’s the structure that transforms casual interest into engaged users and loyal supporters.

What Is a Content Funnel?

A content funnel is a structured journey that guides your audience from awareness to adoption. It’s how you ensure that your content doesn’t just educate—it moves people to action.

If your content doesn’t move people through these stages, it’s not a funnel—it’s just a list of posts.

Diagram: Content funnel with TOFU, MOFU, BOFU goals and metrics

Ready to Build Your Content Funnel?

To make this actionable, complete the Building Your Content Funnel: Step-by-Step Guide. This exercise will help you map your content types, distribution, and metrics to each stage of the funnel and ensure your content drives real results.

Building Your Content Funnel: Step-by-Step Guide

Distribution Strategy: Building Your World Map

Once your content funnel is mapped, your next challenge is to ensure each stage is strategically distributed. In a web3 ecosystem, distribution is not just about being seen, it’s about building a world where your audience can discover, explore, and connect with your project. This means designing a multi-layered channel strategy that captures attention, builds connection, and activates your community.

Channel Strategy: Be Strategic, Not Everywhere

• Distribution is about focus. You don’t need to be everywhere, but you do need to be in the right places.

• Start with a few high-signal channels and build from there.

• Prioritize where your stakeholders already spend their time and where your message has the most impact.

Web3-Native Channels: Navigating Your Ecosystem

• X (CT): The heartbeat of web3 narrative. Test positioning, drive awareness, and amplify with memes.

• Telegram / Discord: Real-time community engagement and coordination.

• Quests + Bounties: Drive user participation through reward-based tasks (Galxe, Layer3).

• Airdrops / Staking: Convert attention into on-chain behavior.

• DAO Forums / Snapshot: Foster user ownership and governance participation.

• KOL Amplification: Leverage trusted voices for strategic narrative drops.

• Community-Created Content: Empower users to create and share your story.

World Map of Distribution

Instead of a static list of channels, think of your distribution as a world with interconnected regions:

• Heartland (Core Channels): Always-on channels where you maintain a consistent presence (Twitter, Discord).

• Trade Routes (Strategic Channels): Bridges to new audiences and regions (Quests, Airdrops, KOL Amplification).

• Frontier (Experimental Channels): Uncharted territories to explore (Lens, Metaverse, Farcaster).

• Guild Halls (Community-Created Content): User-driven regions where your community creates and shares content.

These regions are interconnected, allowing your message to flow across channels and drive user journeys.

RICES Prioritization Framework

Use RICES to evaluate and prioritize each channel or region:

• Reach: How many users can you access here?

• Impact: How significant is the engagement or action from this channel?

• Confidence: How certain are you that this channel will deliver results?

• Effort: How much work is required to maintain or grow this channel?

• Speed: How quickly can you activate this channel?

Score each region based on R.I.C.E.S. and prioritize your efforts accordingly

• Focus on initiative that have a high total score, are low effort, and fast to ship

• Low impact and high effort initiative? Kill it.

• Low confidence? Start with testing a smaller version.

• Example: If X has high reach, high impact, and high confidence but low effort and high speed, it should be a top priority.

• Regularly re-evaluate and adjust based on performance.

Strategic Integration

Map your distribution strategy to your GTM goals:

• Early Launch: Focus on Heartland + Trade Routes.

• Expansion: Activate Frontier channels.

• Community Growth: Empower Guild Halls for user-driven content.

For example, if you’re launching a new L1 chain, your distribution strategy might look like this:

• Heartland: X and Discord.

• Trade Routes: Partner with existing projects for quests or co-marketing.

• Frontier: Test Farcaster and decentralized social.

• Guild Halls: Encourage users to create tutorials, memes, or share their experiences.

This approach turns distribution from a chaotic channel list into a clear, connected strategy. Your world map of distribution.

Content Is a System, Not a Series of Posts

A clear content strategy turns isolated posts into a scalable system that supports your entire growth engine:

• Content as Education: Thought leadership, technical explainers, and use-case breakdowns.

• Content as Influence: Bold opinions, narrative threads, POVs, and manifestos.

• Content as Trust: Case studies, user stories, and transparent product updates.

• Content as Conversion: How-to guides, walkthroughs, demo videos, and customer success stories.

Creating the Flywheel: The More You Create, The Stronger It Gets

Great content doesn’t just win attention, it compounds over time, creating a flywheel effect.

✍️ Long-form → 🧵 Short-form → 🎥 Multi-media → 💬 Community Feedback → 🔁

How the Content Flywheel Works:

• Create a core piece: Write an educational blog, publish a POV thread, or create a tutorial video.

• Repurpose: Turn that core content into multiple formats: a Twitter thread, a LinkedIn post, a podcast topic.

• Engage: Spark conversations with your audience’s comments and questions.

• Analyze: Use these conversations to identify new topics or address confusion.

• Keep creating: Build new guides, videos, or case studies based on what your audience cares about.

Content Types & Cadence

The Compounding Effect of Content

If you build content without a clear strategy, you get noise. Just random posts that don’t connect.

If you build content with intention, you get a flywheel that compounds trust, interest, and adoption:

• Every post supports your vision.

• Every interaction teaches you about your audience.

• Every thread, video, or case study builds trust and authority.

This is how you turn content into a continuous growth engine.

Signs of Success

How do you know your content strategy is working?

• Can you clearly state your content’s purpose in one sentence?

• Do you know your primary and secondary audience personas?

• Are your core narratives recognized by your audience? (“Oh, that’s Stellar.”)

• Does your content consistently move users from awareness to action?

• Does your team know exactly what to create and why?

Content Checklist:

✓ Clear CTA or link back to product
✓ Narrative tied to brand story
✓ Simple, structured, compelling
✓ Reusable across channels (blog → thread → email)
✓ Visuals or formats that match the channel

If you can’t check all of these, your content strategy is not yet clear.

Your Content Strategy Toolkit

Use these tools to translate content strategy into action:

1. Complete [Core Messaging & Narratives]

2. Complete [Audience/ ICP]

3. Complete [Positioning]

4. Building Your Content Funnel: Step-by-Step Guide

5. Use RICES Framework to define your Distribution Strategy. (Above)

6. Create your Content Calendar and verify against the Content Checklist.