At Cometh, I developed a comprehensive editorial calendar and content production pipeline as the sole person responsible for content creation and communication. With no prior experience in blockchain tech or marketing, I navigated these challenges by closely collaborating with the development team to ensure accuracy and relevance in the content I produced. My role encompassed both strategic planning and hands-on content creation to ensure consistent, high-quality output.
Process and Methodology:
1. Learning the Technology and Industry:
- I began by meeting with the development team to understand the blockchain technology we were using fully, the tools we were building, and how these aligned with industry standards.
- I conducted a competitive analysis to understand how similar companies in the blockchain space were positioning themselves:
- What types of content they produced.
- The communication mediums they used.
- How they positioned their products and key messaging strategies.
2. Content Categorization:
- After gaining a solid understanding of the industry, I worked closely with the CTO, developers, and developer advocate to establish content categories that aligned with our B2B activities and technical tools:
- Alembic General
- Account Abstraction (tool)
- NFT Marketplace
- Indexer/Relayer
- Rollup
3. Collaboration with the Development Team:
- I maintained regular meetings with the development team to stay up-to-date on product developments, verify technical content, and brainstorm ideas for new content.
- I also engaged developers in contributing to content creation, such as writing developer how-tos and contributing to product demos.
Content Strategy:
4. Brainstorming Content Across Three Axes: I devised a content plan focusing on three key axes:
- Quick Content: Fast-turnaround, such as tweets, short announcements, and social media posts.
- Long-Term Content: More in-depth pieces that required research, such as case studies, product demos, and technical blogs.
- Content Reuse: Repurposing existing content to maximize its reach and value, such as creating shorter clips from longer videos for TikTok or turning interviews into blog posts.
5. Types of Content Produced:
- I produced a range of content formats:
- Case Studies
- Demos
- Announcements
- Product Descriptions
- Long-Form Blogs
- Videos
- Social Media Content (LinkedIn posts, Twitter threads)
6. Format & Medium:
- I utilized various formats to communicate the content, ensuring it was shared across multiple platforms:
- Blog posts for in-depth content.
- Videos for product demos and interviews.
- Social media posts for quick updates and announcements (Twitter, LinkedIn).
7. Time to Market:
- I evaluated each piece of content based on its “time to market”:
- Quick wins: Shorter pieces like announcements or tweets that could be produced and published quickly.
- Long-term content: More complex pieces requiring coordination, research, and production time (e.g., videos, technical blogs).
Execution:
8. Content Planning and Execution:
- I structured a content plan spanning 3 to 4 months, aiming to post one piece of content every weekday. This plan ensured that content was consistently shared, leaving room for urgent and timely posts such as partnership announcements or product updates.
- I prioritized:
- Steady content flow: Pre-scheduled posts for consistency.
- Flexibility: Space in the calendar for last-minute, high-priority announcements.
The content and communication strategy I developed for Cometh provided a steady flow of content. It allowed the flexibility to handle real-time updates, ensuring the company remained agile and responsive. The mix of quick wins and long-term content enabled us to maximize engagement and effectively communicate our products and services to technical and non-technical audiences.