The Full Guide to Strategic Fundraising with KOLs in the Crypto Space

Web3 Content Creation In A Bear Market

7 min read
Jan 11, 2023

Are you a Web3 project or executive feeling the pressure of the bear market? If so, you’re not alone, as many projects in this space find it difficult to stay afloat. But don’t be discouraged; there are ways to build a successful and sustainable Web3 project regardless of current economic conditions.

Despite the current bear market, Web3 diehards are still building. Content marketing is an effective tool for driving growth regardless of the market trend. Pivoting your strategy to focus on high-quality, valuable content can help your project remain visible and thrive in any market climate.

Let's explore the different nuances and strategies behind creative marketing for your Web3 project in any market condition.

bear vs bull

What is Web3 content creation, and why is it important in a bear market?

Content creation is a key aspect of any Web3 project, as it helps to attract and engage users, showcase the project's features and capabilities, and drive adoption. In a bear market, where the price of cryptocurrencies and other digital assets is generally declining, it can be challenging for Web3 projects to generate revenue and sustain their operations.

However, with the right strategies and tools, it is still possible to create and share valuable content within the Web3 ecosystem and connect with a passionate audience. In this context, it is important for Web3 projects to prioritize content and ensure that their messaging is clear, consistent, and aligned with their overall mission and goals.

By consistently producing high-quality content and staying up-to-date with the latest developments in decentralized technologies, Web3 projects can build a strong brand positioning and foster a sense of community among their users even in times of market downtrend.

The importance of quality Web3 content in a bear market

In a bear market, content creators and Web3 projects must focus on producing high-quality content providing rich value to audiences. This is because people in a bear market may be more hesitant to invest their time and resources into new projects and may be more selective regarding the content they consume.

By creating informative, entertaining, and helpful content, Web3 projects can differentiate themselves from the competition and establish themselves as reliable sources of information and value. This is critical for any brand.

High-quality content also builds trust and credibility among users, which can be crucial in a bear market where there may be greater skepticism and mistrust. By consistently producing content that meets the needs and interests of their audience, content creators and Web3 projects can foster a sense of loyalty and community, which can be especially important during market volatility.

Quality content in a bear market helps content creators and Web3 projects to stand out from the competition, build trust and credibility, and establish a loyal following. Crypto marketing can be a difficult task to undertake; however, if you use the correct web3 marketing agency and focus on community building.

Your community’s culture reflects the nature and atmosphere of your project. It is essential to lock down your message and values to communicate clearly and find community members who share these inherent characteristics. - Tim Haldorsson | Rolling Stone Feature [Read the full article here]

How can you create high-quality Web3 content that will engage your audience?

To create high-quality Web3 content that will engage your audience, you can use a combination of the following strategies:

Search engine optimization (SEO)

Search engine optimization involves optimizing your content for search engines so that it is more easily discoverable by users searching for keywords related to your topic. Search Engine Optimization is a mainstay in web3 marketing these days. To optimize your content for SEO, you can include relevant keywords in your titles, headings, and body text and use internal and external links to other relevant pages and sources.

seo, google, search

Social media sites

Social media platforms, such as Twitter, Facebook, and LinkedIn, can be powerful channels for promoting and distributing your Web3 content and are critical to web3 marketing. You can use social media as funnels to share updates, engage with your audience, and drive traffic to your content.

social media, facebook, twitter

Digital Marketing

Use digital marketing techniques and marketing strategies combined with the tools and features made available by Web3 technologies to reach a wider audience and increase the visibility of your content. These strategies, in combination, enable Web3 projects to create high-quality content that will engage audiences and help to drive adoption.

Proven strategies for creating content in any market trend

The key to creating successful content for a Web3 project is understanding your audience, focusing on quality, and using various strategies and formats to engage and inspire your audience.

Here are some proven strategies for creating content for a Web3 project in any market trend:

Influencer marketing campaigns

Influencer marketing involves partnering with influencers, or individuals who have a large following on social media or other platforms, to promote your product or service. Influencer marketing is an effective technique for creating content for a Web3 project, as influencers can help to amplify your message and reach a larger audience.

Social media marketing

Social media marketing includes creating and promoting content on social media platforms like Twitter and LinkedIn to reach and engage a predetermined audience. Social media allows Web3 projects to connect with and engage audiences in real-time to drive conversions and inspire purchase decisions.

Community building

Community building creates and fosters a sense of community among participants of a Web3 project from the early stages and throughout the crypto project. A project could have great fundamentals from a blockchain technology point of view; however, without an effective community management strategy, growth will be minimal. The technique involves engaging with users, building meaningful relationships, and creating a welcoming and supportive environment.

Your community members are a source to request user-generated content, a tool for building authority and legitimacy within the community. The right web3 marketing agency with a team of digital marketing experts will be able to provide you with strategies and techniques on how to utilize the next generation of marketing ... community!

Website content

Website content refers to the written and visual elements that appear on a website, such as text, images, videos, and infographics. High-quality content on your website showcases your project's features and capabilities, conveys your message and value proposition, and drives traffic and conversions.

Your website and other online forums are an extension of your project. They should consistently echo the inherent mission and tone of voice of the project to establish a coherent and professional brand.

If you struggle to understand the right content to include on your website, it's best practice to contact a web3 marketing agency for more information. Many a web3 marketing agency offer a free consultation where these kinds of things will be evaluated and the most effective strategy created.

Paid advertising

Paid advertising, also known as pay-per-click (PPC) advertising, involves paying for ads on search engines, social media platforms, and other websites. It allows you to reach a targeted audience and drive traffic to your website through data-driven strategies.

Any web3 marketing agency or digital marketing agency worth their salt will be able to provide an in-depth strategy with respect to how to provide you with the most value from paid advertising. Again, the inner workings of this can be outlined in the free consultation.

PR (Public relations)

PR, or public relations, involves creating and distributing content to promote a company, product, or service to a targeted audience. It is an effective technique for creating content for a Web3 project. It allows you to reach a wider audience, build credibility and visibility for your project, and position your project as a thought leader.

Why are videos so popular for Web3 content, and what types of videos work best?

Video creation is popular for Web3 content because they are an engaging and effective way to convey information and ideas. They can be used to showcase blockchain companies and NFT project's features and capabilities, explain complex concepts, or tell a story in a compelling and visual way.

Videos are also highly shareable and can be easily embedded and distributed across a variety of platforms, making them an effective tool for driving traffic and engagement.

There are several types of videos that work well for Web3 content, including:

a man on vr

Explainer videos

These are short, animated videos that explain a concept or product in a simple and easily-digestible way. They effectively introduce new ideas or concepts to diverse audiences and can be used to onboard new users and explain complex technical concepts.

Tutorial videos

Tutorial videos are step-by-step guides that show users how to use a product or service. They can be used to demonstrate the features and capabilities of a project and help and educate audiences.

Case study videos

Case study videos are real-life examples of how a product or service has been used by a customer or client. They can be effective for highlighting the benefits and value of a project and showcasing its real-world applications to help prospective clients visualize your solution in practice.

Interview videos

Interview videos are conversations with industry experts and thought leaders in your company. They provide the audience with a transparent insight of the team and perspective on topics that are engaging for viewers.

Videos are a powerful tool as Web3 content because they are engaging, effective, and shareable. By selecting the right type of video for your content and targeting the right audience, you can create compelling and effective Web3 content that resonates with your viewers and inspire them to engage with your project.

Tips for promoting your Web3 content


It is important to use various strategies and communication channels to promote your Web3 content and reach as many potential investors and community members as possible. You can effectively promote your content and drive engagement with your audience by staying up to date with the latest trends and best practices and implementing them withinp your digital marketing efforts.

Here are a few tips for promoting your Web3 content:

Use social media

Social media platforms, such as Twitter, Facebook, and LinkedIn, can be powerful channels for promoting and distributing your Web3 content. Share updates, engage with your audience, and use hashtags and relevant communities to reach a wider audience.

Get PR coverage

Building relationships with journalists, bloggers, and other influencers can be a great way to get your content seen by more people. You can also reach out to potential partners and sponsors to further extend the reach of your message.

Leverage influencer marketing

Partner with influencers, or individuals who have a large following on social media networks or other platforms, to promote your content and reach a larger audience.

Use paid advertising

Paid advertising, such as pay-per-click (PPC) campaigns, can be effective for reaching a targeted audience and driving traffic to your website. Use platforms like Google Ads, Facebook Ads, and LinkedIn Ads to reach your target audience.

Optimize for search engines

Optimize your content for search engines, so that it is more easily discoverable by users searching for keywords related to your topic. Use techniques such as keyword research, on-page optimization, and link building to improve your search rankings.

The future of Web3 content marketing

It is difficult to speculate on the exact future of Web3 content and marketing, as it will likely be influenced by various factors, including technological advances, user preferences, and market trends.

However, here are a few potential trends and developments that could shape the future of Web3 marketing:

  1. Increased use of next generation artificial intelligence: AI technologies are expected to become more prevalent in the marketing industry, and Web3 projects are likely to leverage these technologies to create more personalized and targeted content.

AI technologies are expected to becode more prevalent

  1. Greater focus on a user friendly experience: As Web3 technologies continue to evolve, user experience is likely to become an increasingly important factor in content marketing. Web3 projects will need to create content that is easy to understand and navigate to deliver value to users.

create content that is easy to understand

  1. The continued growth of video content: Video content is expected to grow in popularity, and Web3 projects are likely to increasingly use video material to showcase their products and services and engage with their audience.
  2. Widespread adoption of blockchain and other decentralized technologies: Web3 projects are likely to continue to leverage blockchain technology and other decentralized technologies to create innovative and engaging content and experiences.

The future of Web3 content marketing is likely to be shaped by a combination of factors, and Web3 projects that can adapt and respond to these changes will be well-positioned to succeed in this rapidly evolving landscape.

The challenges of creating Web3 content in a bear market

To overcome the challenges prevalent in a bear market like decreased demand and increased competition, Web3 projects should focus on creating high-quality, valuable content that resonates with their target audience and addresses their needs and interests.

Projects can also seek creative ways to promote their content, such as leveraging the digital world with influencer marketing, social media posts, and key features. Finally, they can stay updated with market trends and adjust content and marketing strategies as needed to adapt to changing market conditions.

Tips for staying creative and motivated when producing Web3 content

Here are a few tips for staying creative and motivated when producing Web3 content:

tips for staying creative

  1. Set clear goals and objectives: Having a clear sense of what you want to achieve with your content can help to keep you focused and motivated. Set specific and achievable goals, and use them to guide your content creation efforts.
  2. Experiment and try new technologies: Don't be afraid to experiment and try new things when creating content. This can help to keep you engaged and motivated, and may lead to new and creative ideas.
  3. Collaborate with others: Working with others can help to spark new ideas and perspectives and can also be a great way to stay motivated and accountable. Consider collaborating with Web3 agencies, projects, influencers, or content creators to create new and exciting content.
  4. Stay up to date with industry trends: Keeping up with industry trends and best practices via market research can help to inspire new ideas and keep you motivated. Follow Web3 and marketing news and resources to stay informed about the latest developments and strategies.

Alternatively, by employing the services of an expert Web3 marketing agency like Lunar Strategy, Web3 projects can focus on developing their projects and leave the entirety of your marketing strategy and community management efforts to the professionals for optimal results.

Watch this video to see why hiring an agency for your crypto project is important:

Web3 marketing agency vs. traditional marketer

A marketing agency specializing in Web3 may be better suited to handle marketing efforts in this specific area due to its expertise and understanding of the unique characteristics and challenges of the decentralized web. They are likely to have a deep understanding of the Web3 ecosystem and the specific needs and preferences of its users, as well as the best strategies for reaching and engaging with this audience.

In contrast, a traditional marketer may have a different level of knowledge and experience in the Web3 space and may not be as effective at promoting and marketing products and services in this context. While traditional marketers may be able to bring valuable marketing skills and expertise to the table, they may need to spend more time learning about the Web3 dimensions to adapt their tactics to this new landscape.

Key takeaways

key takeaways

How you leverage the bear market is essential and will set your project apart in the long run. Web3 projects need to understand the challenges that come with creating content in a bear market and to have a strategy in place to overcome them.

A crypto brand should focus on creating transparent, high-quality, educational, and valuable content that resonates with their audience and should also seek out creative ways to promote their efforts. Finally, they should stay up to date with market trends and adjust content and marketing strategies accordingly.

By following these tips, Web3 projects can remain innovative and motivated when producing content, even during a bear market.

Final Word

A bear market can be an intimidating time for Web3 projects. However, you can create successful marketing campaigns even during challenging economic times by understanding the challenges of creating content in this climate and having strategies to overcome them. It’s important to stay up to date with industry trends so that your project retains a competitive advantage in the ever-changing digital landscape of the Web3 world.

Lunar Strategy

Our Web3 marketing experts have a proven track record of keeping leading crypto and NFT projects relevant in any market condition. Book a free consultation with our team to build your ideal digital community, communicate your professional brand message, and drive engagement and conversions in the new era of marketing.

Leave it to Lunar Strategy, your leading crypto marketing agency.

Lunar Strategy

As featured in:

featured logos


How will Web3 marketing influence how crypto projects communicate with their audiences?

Web3 marketing involves the use of decentralized platforms and protocols, as well as smart contracts and decentralized applications, to facilitate communication and collaboration between crypto projects and their audiences. This approach enables greater transparency, security, and control for users and can help projects build trust and credibility. Web3 marketing represents a shift towards more decentralized forms of communication and is likely to become increasingly important as Web3 technologies gain mainstream adoption.

How important is community management in a bear market?

Community management and crypto marketing are crucial for projects during a bear market, as it can help them to weather the downturn and emerge stronger on the other side. By maintaining strong relationships with their communities and providing support and resources, projects can build trust and credibility, keep community members engaged and motivated, and receive valuable feedback and ideas to help adapt and pivot in response to market conditions.

Why should you work with an expert Web3 marketing agency?

Working with an expert Web3 marketing agency can be beneficial for crypto projects because it provides access to specialized expertise, time and resource savings, a fresh perspective, and a network of industry contacts and resources. This can help to ensure that digital marketing efforts are effective and aligned with the project's goals, and can help to amplify the project's reach and drive its success.

Is search engine optimization worth the hype?

SEO is often considered a key aspect of crypto marketing, and for good reason. A strong SEO strategy can help to improve the visibility and credibility of a crypto project and can be particularly important for businesses and organizations that rely on online traffic and leads.

Some more valuable resources:

Your guide to leveraging the bear with your marketing strategies

Lunar Strategy Bear Market Guide

Get a proposal from the Web3 marketing experts

Get a proposal from Lunar Strategy

Stay ahead of the curve

Lunar Strategy Twitter thread about Web3 publications

PR marketing guide for crypto and Web3 projects

Lunar Strategy PR guide for crypto and Web3 projects

Check out our Web3 marketing case studies

Lunar Strategy Case Studies

Sign up for the Lunar Academy

Lunar Academy

Join Our Discord channel

Lunar Strategy Discord
Tim Haldorsson
CEO of crypto and Web3 marketing agency Lunar Strategy, involved in the crypto scene since 2017. Provides forward-thinking Web3 marketing insight as a contributor to Cointelegraph, Rolling Stone, Daily Coin, NFT Plazas, and Finance Magnates.
Jack Haldorsson
CMO at Lunar Strategy. Been in the crypto space since 2017. Jack leverages his know-how of the blockchain ecosystems and strong KOL relationships to execute result-focused strategies that amplify brand storytelling, drive awareness and grow the project sustainably with the help of Influencer relations.
Adam Westerén
Head of Sales
Adam's passion is to create self-sustainable communities in the Web3 world. He enjoys when you create a Web3 community that can grow by itself. This is what he does in his current role as Head of sales.
William Rejström
As a Community Manager at Lunar Strategy, I'm passionate about finding new ways to connect people, add value and build strong community relationships.
Shann Holmberg
As head of growth at Lunar Strategy, I understand the significant shift away from traditional marketing strategies that Web3 projects require.
Nick Ballanutsa
Crypto Content Creator
Crypto Content Creator, Nick is creating engaging Twitter threads & posts for leading crypto & NFT companies.
Vide Haldorsson
Influencer Manager
Influencer Manager at Lunar Strategy.
Johnny Pedro
Head of Partnerships
Head of Partnerships at Lunar Strategy, creating win-win solutions for Web3 companies. You might have heard his music on Tomorrowland from his previous ventures in the music industry.
Jarrod Frankel
Head of Community
Jarrod is responsible for the teams that provide both engaging social media content and enticing and informative articles for our clients.
Tayler McCracken
Editor at Coin Bureau
Tayler McCracken is the Editor-in-Chief of the Coin Bureau, a leading publication that provides cryptocurrency education.
Vineet Nair
As a web3 storyteller, Vineet brings a wealth of experience in content, journalism, and management, with hands-on knowledge of metaverses, NFTs, AI, and finance.
Hassan Shafiq
Lunar Strategy
Lunar Strategy.
Mairead Finlay
British writer specialising in NFTs, luxury lifestyle & travel based in Portugal. Previous publications include Business Insider, LoveEXPLORING, The Guardian and My French Country Home Magazine. Previously the SEO Editor of tech & startup website TechRound.
Sandra Vukovic
Content & Marketing Specialist
Content & Marketing Specialist at Lunar Strategy.
David Kevin Jeppesen
Lunar Strategy
Raised in the spring of technology, solving problems and finding simple digital solutions is part of my nature. I’m a teachable individual who is always eager to learn and develop as a person.
Julieta Ose
Crypto Content Creator
Crypto Content Creator at Lunar Strategy.
Gino De Graaf
Google Ads Specialist
Google Ads Specialist at Lunar Strategy.
Sam Runge
Media Manager
Lunar Strategy.
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
YouTube SEO For Businesses - 12 tips to rank higher
YouTube SEO For Businesses - 12 tips to rank higher
Why You Should Optimize Your Google Ads Shopping Campaign
Why You Should Optimize Your Google Ads Shopping Campaign
Read Also
Jul 17, 2024
Top Crypto AI Conferences To Attend In 2024
We've shortlisted a list of industry-leading AI Crypto Conferences that are a must attend this year! This list includes Crypto AI in Lisbon, AI Crypto Summit Korea, and the Blockchain Expo (Virtual). These events are essential for anyone looking to understand and leverage the intersection of these transformative technologies.
Jul 5, 2024
The Lunar Strategy Approach To OTC Deals
Discover Lunar Strategy's expert approach to handling Over-the-Counter (OTC) deals in the crypto space. Learn how they ensure secure, efficient, and profitable large-scale transactions for institutional investors and high-net-worth individuals.
Jun 7, 2024
Node Sales - 2024's Freshest Crypto Fundraising Narrative 
Dive into the world of node sales, 2024's freshest crypto fundraising narrative. This comprehensive guide explains the concept of nodes, the mechanics of node sales, and the potential benefits for investors, such as earning passive income and contributing to network decentralization. Explore the advantages of participating in node sales, the technical aspects of running a node, and important considerations for investors.
May 31, 2024
Lunar Strategy’s CMO & Head of Influencer Marketing Dives Deep into KOL Fundraising
Dive deep into the realm of KOL fundraising in crypto with this insightful article featuring Lunar Strategy's CMO, Jack Haldorsson. Understand the current fundraising landscape, the significance of influencers, and the challenges and opportunities startups face. Learn about Lunar Strategy's approach to strategic partnerships, investor relations, and the impact of regulatory frameworks. Discover the innovative technologies and methods that will shape the future of crypto fundraising, and find valuable guidance for your own fundraising journey.
May 21, 2024
Mastering DePIN Marketing: A Complete Guide for 2024
Discover the essential strategies for mastering DePIN marketing in 2024. This comprehensive guide covers influencer marketing techniques, PR best practices, social media optimization on X (formerly Twitter), and community building tactics. Learn how to identify the right influencers, craft strategic narratives, execute impactful PR campaigns, and create a thriving community around your DePIN project. By implementing these strategies, you can position your project at the forefront of the DePIN revolution.
May 10, 2024
How To Use Crypto Public Relation Strategies After Launching Your Token‍
This article explores essential strategies for successful post-token launch crypto PR and marketing. Key topics include defining PR goals, crafting compelling narratives, leveraging media relations, building thought leadership, engaging communities, managing crises, and measuring success. By implementing these tactics, projects can boost brand awareness, foster loyalty, and drive adoption.
May 6, 2024
What Running A Crypto Influencer Marketing Agency Looks Like: Lunar Strategy Insights
In this article, we share valuable insights on managing influencers, working with clients, and creating synergy between KOLs and brands in the fast-paced world of crypto.
May 2, 2024
5 Crypto Startups You Need To Know In 2024
This article highlights five noteworthy crypto startups in 2024 that are bringing fresh ideas to areas like AI-powered e-commerce, cloud computing, Layer 2 solutions, Bitcoin development, and decentralized exchanges. Find out what sets these companies apart.
Apr 29, 2024
Lunar Capital’s Strategic Crypto Fundraising Guide: A Brief Overview
Lunar Capital's "Full Guide to Strategic Fundraising with KOLs in the Crypto Space" is a comprehensive resource for navigating the post-halving crypto landscape. Learn about fundraising stages, KOL partnerships, crafting the perfect pitch, and vesting strategies to ensure long-term success in the ever-evolving world of web3.
Apr 25, 2024
Top 5 AI Projects On The Blockchain In 2024
Uncover the transformative potential of five cutting-edge crypto startups in 2024. This article delves into their unique offerings, technological innovations, and impact on industries, showcasing their role in shaping the future of web3 and decentralized solutions.
Apr 5, 2024
Top 5 Crypto Publications To Follow In 2024
This article highlights five leading web3 publications that are essential for staying informed and ahead in the rapidly evolving crypto space. These outlets, including Cointelegraph, The Block, Decrypt, CryptoSlate, and BeInCrypto, offer reliable news, insightful analysis, educational resources, and innovative products to guide readers through the complexities of web3.
Apr 3, 2024
Top 10 European Crypto VC Investment Firms
This article explores how European venture capital firms are leading the charge in shaping the web3 and crypto landscape. It highlights ten top firms, their notable investments, and how they support innovative startups through funding, expertise, and global networks to revolutionize digital interactions and financial management.