The realm of cryptocurrency, blockchain, and the broader Web3 space has been rapidly expanding. What started as a niche for fintech enthusiasts seeking an alternative to the traditional financial system has now become an industry that regulators are trying to control, celebrities are endorsing, and major institutions are investing in.
With this evolution, the way we communicate about this space to outsiders has also shifted. How do we tell a story about an ecosystem with a relatively short history? How do we sell an idea that is constantly evolving?
During Proof of Talk in Paris, Cointelegraph had an exclusive conversation with Amanda Cassatt, the founder and CEO of Serotonin, a leading Web3 marketing company. Cassatt, who was previously the chief marketing officer of Consensys, shared her insights on how she built a successful marketing empire by telling the stories of Web3.
Cassatt’s own journey into the crypto space began in 2015 when she was a founder in New York searching for a payment solution. It was during this time that she attended one of the early Ethereum meetups and was amazed by the intelligence and excitement of the people she met. However, she noticed that the concepts behind Ethereum were not being explained in accessible ways for non-technical individuals. This realization sparked her interest in joining the crypto community and telling its story.
As Cassatt grew in her role at Consensys, she became involved in creating explanations for the crypto space. However, during the 2015-2017 era, there were limitations on using words like “crypto,” “Bitcoin,” or “Ethereum” on paid platforms such as Mailchimp, Google Ads, or Facebook. This meant that traditional programmatic advertising was not feasible for marketing in the emerging sector. Instead, Cassatt and her team focused on owned and earned marketing strategies.
One of the most effective tactics employed by Cassatt at Consensys was building a network of meetup organizers. These individuals were passionate about Ethereum and wanted to be recognized as organizers in their respective cities. Consensys provided support by ensuring they had the resources for their meetups and standardizing their presentations. This approach not only created a network of engaged individuals but also generated fresh and organic content for the community.
Cassatt also emphasized the importance of startups viewing themselves as media companies. By producing valuable content, such as email newsletters that cover developments in a specific topic or space, startups can establish themselves as leaders in the industry. Cassatt cited the example of Consensys, which launched newsletters about Ethereum to provide editorial value rather than solely promoting their own products.
In terms of advice for the next generation of Web3 professionals, Cassatt stressed the importance of finding product-market fit. She encouraged startups to test their ideas with their target audience and gather feedback to refine their offerings. By iterating and expanding to larger circles of potential users, startups can establish a strong foundation for growth.
In conclusion, the crypto and Web3 space has evolved from a niche community to a mainstream industry. Marketers like Amanda Cassatt have played a crucial role in telling the story of this ecosystem and attracting long-term users. By adapting to the limitations of traditional advertising platforms, building engaged communities, and producing valuable content, marketers can navigate the ever-changing landscape of Web3 and contribute to its growth.