Team-Led Marketing?

“Just get the founder to post more.”

That’s the go-to Web3 marketing advice. And sure, it works…

• If your founder loves being on social media.

• If they have time to create content daily.

• If they're comfortable being the face of your project.

But what if they're not?

Or worse—what if they reject ghostwritten content because it feels inauthentic?

There's another way.

The Power of Team-Led Marketing

It's how Eclipse built their brand without relying on a single voice.

It’s how Arbitrum keeps engagement high without burning out any one person.

And it’s how your team can create content without piling extra work on your founder.

But let's be real about the challenges…

• Your developers are busy shipping code.

• Your designers are racing to meet deadlines.

• Everyone’s got “low bandwidth” for content creation.

Sound familiar?

Here’s the 4-Step System We Use:

1. Build a Creative Brief

Before you start posting, you need clarity.

Here’s a quick framework we use with Web3 teams (want the full version? Reply “brief” and I’ll send it your way):

Answer these six questions before your team starts posting:

1. What’s your audience struggling with right now?

2. What’s the ONE thing they want to accomplish?

3. What makes your approach unique?

4. What’s your core promise?

5. How would you explain what you do in one clear sentence?

6. What does success look like for your audience?

Take time with these questions. Your answers will guide every piece of content your team creates.

Once you answer these, your team will know exactly:

• Exactly who they're talking to

• What pain points to address

• How to position your solution

• Which stories will resonate

Pro Tip: Feeling writer’s block? Use ChatGPT or Claude to get some answers to these questions and then refine the response.

2. Content Pillars

Have each team member pick 2-3 topics they actually care about.

One should relate to your product.

The others? Let them lean into their interests.

• Your developer who loves memes? Let them post about degen culture.

• That designer obsessed with accessibility? Perfect topic.

Authenticity is key—people follow passion, not forced content.

3. Visual Unity

Look at Eclipse's team accounts (see above). Notice that lime green background on every profile?

Or check out Arbitrum's team. See those orange and blue hearts?

Small visual cues = big brand recognition.

You want that brand recognition when people see your team on the newsfeed/timeline.

4. Build Your Team Swipe File

Think of it as your team’s content cheat sheet, filled with:

• Opening hooks that grab attention

• 20x Short and punchy tweet formats

• 10x Long-form templates that consistently drive replies

Think of it as your team's content cookbook - proven recipes they can use when writer's block hits.

Set & Track Realistic Goals

Start small—aim for 2-3 solid posts per week per team member.

Quality > Quantity. We want to build momentum, not overwhelm.

Pro-Tip: Create a weekly challenge and give a bonus to the teammates who score the best each week for various metrics.

The Sawdust Approach to Content

Your team creates valuable content daily without even realizing it:

• Those Slack discussions about design choices? Content.

• The Discord replies explaining technical concepts? Content.

• Internal debates about industry trends? Content.

Most teams ignore this.

But just like sawdust from woodworking can be repurposed, your team’s daily work can be transformed into valuable content.

But just like sawdust can be pressed into new wood, your daily communications can be shaped into valuable content.

But just like sawdust from woodworking can be repurposed, your team’s daily work can be transformed into valuable content.

You’re already creating it—you just need to harness it.

(Gary Vee calls this “document don’t create”)

Want to Get Started?

I’m considering creating a Team-Led Marketing Starter Pack to help Web3 teams execute this system.

Would this be useful to you? Reply and let me know what you’d like included.

I’m thinking:

• Our full creative brief template

• Sample content pillars for different roles

• High-performing post templates

Looking forward to your ideas.

P.S. Need help rolling this out? Book a call here: https://calendly.com/jaxdwyer/technical-content-strategy