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Easily Create Brand Authority With Content in Web3

Original Post on Medium

What is Brand Authority in web3?

Simply, brand authority is the extent to which your brand is seen as an expert in your market, and by extension, how trustworthy you are.

It’s a key piece of your business moat.

In the web3 space, there is a prevalent stigma, there are a lot of great people doing absolutely fantastic work, but there are those who are rugging, rekking and scamming users. This coupled with a high level of technical complexity has led to a lot of caution when approaching the space, from those inside the space and out.

As a web3 project, founder or business, it is your duty to breakdown those perceptions, and in doing so, you establish your brand authority — an important step in differentiating yourself from your competitors, de-commoditizing yourself from the market, and enabling higher levels of organic growth.

The trust that is built with your market through displaying your competence and developing your brand authority has a part to play in acquiring & retaining users, partnerships, investment, and fuelling your growth.

Display your authority, show the market why you are the right people to be solving the problem you are solving, and what makes YOU so special!

– Ramsey Shallal, Founder @ GeloCubed

How can you build brand authority in web3?

Building brand authority in web3 boils down to a few things;

  1. Display topical authority in your niche
  2. Providing value to your audience
  3. Being present and active in and around your market
  4. Staying consistent

These 4 items are key to displaying your expertise, developing trust between you and the market, driving visibility of your brand, and showing the market you are serious about what you are building and the space.

Posting a couple tweets a day won’t do much good, but driving consistent value and speaking to your audience’s interests and pains for months, will.

There are many mediums in which you can transfer value, be active and display topical authority,

  • PR
  • Social Media Content
  • Expert Commentary
  • Thought Leadership
  • Knowledge-base/Blog Content
  • Community Strength
  • Sponsor events
  • Speaker positions

The list goes on

Being consistently present, and driving value to your audience is where you will find mass growth in your brands authority.

Creating Content in Web3

The content creation game in web3 is changing every single week. Long gone are the days where a simple dev update blog, an announcement post or the much loved gm, would be enough to engage an audience, build trust and create authority.

As the space grows, more projects enter each market, the competition for eyeballs gets ever fierce, and brand authority gets ever more important. One way to create a strong brand image and compelling narrative is through content.

Whether it be social media posts, expert commentary, blogs or even videos, content is a key part of your brand, as it helps portray your expertise, enables you to interact with your audience, provide social proof and is a great gauge and vehicle to host your brand authority.

Nowadays, to achieve the highest ROI out of content, a well put strategy must be implemented. Set goals, intentions and formats. Continuous testing and analysis. It’s the new age of content marketing.

Nailing this game is hard, but worth it, especially in the game of building authority and driving growth

The Role of Content in Building Authority

In this digital age, the most effective way to start building brand authority is through content.

It’s geo-agnostic reach and scalable nature makes it the best way to consistently delivery value, display expertise and market knowledge, and engage your audience.

With recent advances in MarTech and AI, creating content is as easy as ever before, the hardest bit is knowing where to start.

At Gelo we recognise that a lot of web3 participants feel a mix of these 3 ways about content:

a) Creating content can be seriously time consuming, and a mystery to those who haven’t studied it.

b) Content may not be recognised fully for the power it holds, through it’s global reach and scalability

c) It is a bore to create, and not seen as a “priority”

d) “it’s not for our target audience”

The first 3 are issues we are here to fix, and the last… well that may need a little more internal reflection and market research.

We’d like to share our solution, for those looking to really take their work to the next level, and become an industry-known authority, or an authority in the wider web3 space.

3-Step Framework to Creating Authority Building Content in Web3

Creating content with zero prior experience is like being dropped in the middle of the ocean and not knowing where to swim.

We utilise this 3 step frame-work to help ourselves and our clients create a foundation for developing authority, and providing value through content

1. Topic Selection

This should be something relevant to an issue you solve, a pain your ICP’s have, or another feature of your work or a service you provide.

There are 2 sides to this:

Broader Topics

  • Easier to write content
  • Easier to breakdown
  • More relatable to a wider audience

Niche Topics

  • Harder to segment
  • More targeted
  • Helps create niche’d down authority

2️. Category Breakdown

Breaking down your topic into categories lets ideas flow, and gives you the opportunity to show the breadth and depth of your expertise.

Here are some examples you could use:

1. Common misconceptions
2. Quick tip
3. Social Proof (Personal experiences/client stories/project data)
4. FAQs clear up
5. Step-by-Step guides
6. Expert commentary/topical news
7. Concept deep dive

If the topic is quite broad, break that down into 2–4 components before hand, as this will give you content for weeks to come.

eg, DeFi -> Cross-Chain/Multichain in DeFi, Lending/Borrowing in DeFi, DAO’s -> further sub-category breakdown

now you have at-least 3×6 pieces of content — nearly a months worth!

not including any company updates, spur of the moment news and posts.

3. Sub-Goal Assignment

Each piece of content should have another sub-goal.

– Nurturing the audience
– Brand Awareness
– Lead generation/Conversions

Putting proper intention behind the content, makes it easier to create, and drives better results.

Remember to also track your results. without analysing your steps, its hard to find which content ideas, formats and categories drive the best results for your specific goals.

Framework summary

Using this framework enables you to hit multiple aspects of authority building.

– Expert Commentary
– Value-adding content
– Displays understanding of market
– Social proof

The framework breaks down content planning into a much more digestible task, and helps in aligning your content with the goal of building authority (or any goal you set for that matter)

Staying consistent can be hard without a plan — this should make it 100x easier to create high-intent, high integrity, authority building content, in web3

Final notes

Creating brand authority is an important part of your brands moat, and a priceless intangible that is only affected by your actions.

Whether you are a business, project or a founder — your authority in the market is a lever you can use to reach unimaginable heights, and content is the way to build it.

Now its on you, best of luck!

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Still can’t seem to find the time to sit down and plan content, or not seeing results?

Get on a call with our experts ➡️ https://buff.ly/443vol7
Get in touch with us on Twitter ➡️ https://buff.ly/3sfC6qV

Brand authority in web3 with content

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Ramsey Shallal

Co-Founder + Strategy

Ramsey has been in the Web3 space for 3+ years, and is leveraging that experience to create generative marketing solutions, that drive organic growth through improved brand experience and authority

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