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Creating a Successful Web3 PR Campaign, Part 2: Crafting Engaging Content

In the first part of the guide, we explored how to plan and implement a successful PR campaign for the Web3 space.

Now let’s move on to the next step: generating tailored, engaging content for your audience, whether it is catchy text or quality visuals.

Crafting Compelling Content 

The power of a story

At the heart of any successful PR campaign lies a… story. A captivating narrative doesn’t just grab your audience’s attention — but also encourages them to share it with their friends and close ones.

The organic approach to promotion, powered by genuine interest and word of mouth, is the most effective and authentic way to build a strong community and amplify your project’s reach. 

To unlock the benefits of organic promotion, focus on creating a narrative that resonates with the Web3 audience and showcases your unique proposition. Emphasize the disruptive aspects of the tech behind your project and how it contributes to the broader goals of decentralization, security, and transparency.

Oh, and remember the golden rule of storytelling: don’t tell, show.

A few questions to start with:

  • What makes my project stand out in my niche? 
  • What kind of positive change does it contribute to?
  • How can I humanize my brand through sharing stories of the team or behind-the-scenes?

Here are cases of Web3 projects that use quality storytelling:

1. Ethereum: The World Computer

Ethereum’s “World Computer” narrative highlights the limitless possibilities of decentralized technology. This story conveys the project’s potential for disrupting traditional systems along with empowering individuals to create and govern their digital lives and highlights Ethereum’s status as a leading network.

2. Philcoin: Empowering Communities through Blockchain Philanthropy

Philcoin’s captivating narrative revolves around its mission to uplift underprivileged communities through the power of blockchain-based philanthropy and the bio of its founder: a tech visionary with a Minister’s degree. At the story’s core is the Give-to-Earn concept that enables peer-to-peer support and fuels transformative social impact.

3. Uniswap: A Fairer Financial System

Uniswap’s story, narrated by Hayzen Adams, doesn’t just focus on decentralization as the key to a fairer and more equitable financial system but shares the project’s story with compelling informality.

4. Bankless: Empowering Financial Freedom through Education

Bankless positions itself as a journey towards freedom, self-sovereignty, and financial independence. It inspires people to explore the world of DeFi and helps people navigate and thrive in the decentralized financial landscape, contributing to the project’s growth and establishing it as a trusted resource in the blockchain space.

Creating engaging visuals

Visual content plays a significant role in attracting your audience’s attention — the trick is to design catchy visuals that communicate your key messages and showcase the innovative soul of your project. For example, Web3 audiences are drawn to cutting-edge designs, so don’t be afraid of using futuristic or old-school themes and elements (like old Dandy games or pixelated style).

At the same time, modern AI technologies like Midjourney and Dall-E can help you generate unique, high-quality visuals that fit your project’s style and atmosphere.

Here are some cases with good visuals:

1. Buildspace

Bold colors, clean lines, and modern design elements create a professional yet dynamic atmosphere that appeals to developers and learners alike. Buildspace has found a unique style and leveraged Midjourney to make its visuals recognizable, further strengthening its brand identity.

2. Future

One of the reasons Future’s visuals are striking is their futuristic aesthetic, in line with the project’s forward-thinking approach to blockchain technology. The use of neon colors, gradients, and abstract shapes communicates the image of progress and cutting-edge innovation.

3. Foundation


Foundation’s visuals excel at blending art and technology, reflecting the project’s focus on creative and decentralized digital economies. The combination of vibrant colors, artistic imagery, and sleek design elements showcases the platform’s commitment to supporting artists and collectors in the Web3 space.

4. Disco. xyz

Disco.xyz’s visuals feature a playful, retro-inspired design that reflects the project’s aim to bring decentralized social experiences to life. Using pixelated graphics and nostalgic themes, the project effectively captures the attention of users who appreciate old-school gaming and digital culture.

Using different content formats

Different content formats appeal to different audience segments — so make sure you diversify your content to cater to various preferences and ensure your messages are effectively communicated.

Even though organic PR focuses on building relationships with media and event organizers to make media publications and event appearances, don’t neglect your socials: experiment with a mix of blog posts, social media updates, video content, infographics, and interactive experiences to keep your audience engaged and informed.

Read more about different media content formats in our article.

Here are some examples of how different target audiences might respond to various content formats:

  • Developers: Technical audiences often appreciate in-depth blog posts, comprehensive documentation, and tutorials or webinars that provide valuable insights and knowledge. Interactive experiences, such as live coding sessions or hackathons, can also be highly engaging for developers.
  • Cryptocurrency enthusiasts: This audience segment might enjoy video content and podcasts featuring expert analysis, market updates, and interviews with prominent figures in the crypto space. Infographics can also be effective in breaking down complex concepts and presenting data in an easily digestible format.
  • Casual users: To appeal to casual users, focus on creating accessible, easy-to-understand content that highlights the benefits and key features of your project. Social media updates, explainer videos, and engaging visuals can help demystify complex topics and generate interest in your project.

Stay tuned for the next part of our series, where we’ll explore different channels for distributing the content you’ve created.