Building off @IrrI post yesterday, I wanted to bring up the topic of content.
Content is a key component of any marketing strategy. It helps build your audience, engages your user-base, and keeps your product top of mind.
Two main ways to produce content are via freelancers (writers, graphic designs, video creators etc) and user generated content.
Freelance content is more professional but also more expensive. User generated content is more cost effective but often won’t be as polished. However, users are attracted to protocols for reason that are not always obvious to project developers and freelance content creators. Tapping into those emotions is key to creating great content and building a great community.
yEarn Approach vs Harvest Approach
yEarn pays team members and key community members a fix amounts on a monthly basis for work particular categories. Some of the awardees include pplpleaser for video memes, WrongNebula for memes, design, brand and myself for educational videos. More details here: https://gov.yearn.finance/t/september-grants-announcement/7044
Harvest, on the other had, holds regular content competitions that award prizes to the top 50 participants. This has produced some great Harvest content including videos, meme and songs. More info on their competition here: https://www.publish0x.com/harvestfinance/announcing-harvestfinance-creativity-contest-round-2-plus-bo-xnldqpx. Additionally, Harvest recently send out $50k in ETH ecosystem grants to crypto contributors including $12k to liquidity.vision. The funds were distributed based on polls conducted on the Harvest Snapshot. This is a form of marketing, community building and giving back to the community. See snapshot in the comments for more info:
Both of these solutions have a flaw which is that both systems use an internal committee to deiced on reward distribution. However, as these communities are still developing it is hard to get away from this system. Therefore, this should be a considered a temporary solution since this methodology lends itself to cronyism. We should strive to solve this aspect of the system in the future by having a rotating committee or utilizing something like sourcecred. io
Read more about Index Coop is approaching in the comments below.
I suggest using a combination of these approaches to effectively leverage capital and active community members. A budget should be created that is sent to specific creators in the community that on a month basis. This could be $1,000 per month to pplpleaser for video meme (this may already be in the works), $1,000 per month for a weekly pickle medium post and $1,000 per month for starting and maintaining a subreddit (could be other things this is just examples).
Additionally, a community creative content with a $5,000 prize pool (paid in pickle) should be created. The top 50 participants should be awarded with the top prize being $1,000 and the bottom prizes should be in the $100 range.
This strategy will empower individuals to step up and take responsibility for certain on going tasks and also encourage the average community member to spend an afternoon creating some funny memes. The community contest will also act as a sieve that will bring talent into pickle that can be converted into a more permanent role.
The exact budget for Pickle marketing is something that must be determined by the community and but I think that $8k - $10k is a good starting point for the first month.
We should look to implement this ASAP. Pickle has good standing in the DeFi community and we should look to take advantage of that position. Both of the primary pickle competitors are experiencing challenges at the moment. yEarn is in a “rebuilding” period and Harvest is in a “FUD” period. This will not last forever.
Content Roles include:
Graphic Design (memes)
Reprocessing of Discord/Gov content for twitter
In-depth Research (including graphs)
Please provide your thoughts on this strategy, content you want to be created and budget allocation.
Let make pickles great again!