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BRC: Content

🔗 Main Links:


rice-bowl
This is only for BrownRice Capital, a crypto investment platform for HNIs and family offices.

👨‍🏫 Reader Persona

Who is BRC for?
BRC is for a family office manager, a HNI or UHNI who is interested in wealth creation using digital assets.
Who is the reader of BRC’s content?
From an investment perspective, The reader is anyone interested in crypto.
What is their main JTBD?
To invest in an asset class for – diversification, market outperformance, and to track a new technology.
Who is the reader of BRC’s content?
Their main job is to find the most market-moving news and developments that positively impact the world of digital assets.

👥 Who Are BRC’s Users?

For this let’s look at 3 ICPs – the family office manager, the wealthy businessman, and the young entrepreneur.
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ICP – 1
ICP – 2
ICP – 3
2
Title
Family Office Manager
Wealthy Businessman
Young Entrepreneur
3
Age Range
35-40
45-60
28-35
4
Position In The Company
Managerial
Founder/CEO
Founder/C-suite
5
Marketing Touch-points
Email, LinkedIn, Newsletters, Formal conferences
Email, LinkedIn, Offline events, conferences, webinars, seminars
Email, LinkedIn, Twitter, meetups, hangouts
6
Most time spent on:
1. News 2. Research 3. Work (with clients)
1. Business 2. Family 3. News
1. Work – tech world 2. Social media 3. OTT
7
Problem Statement
“I need a way to custody financial assets for my clients.”
“I’ve heard a lot about crypto. I want to invest in it, but with less 1% of my portfolio.”
“I’ve heard about crypto, but I also have a ton of friends who’ve lost tons of money in crypto. I want a safe and easy way to buy the big two.”
8
What they are hiring the company for?
To provide a way to invest in crypto for their clients.
To take a risk – index-beating investment or lose it all investment.
To get exposure to an interesting asset class.
9
Role in Decision making
Influencer.
Main decision maker.
Key decision maker
10
Main investment bucket
1. Equities 2. Bonds
1. Real estate 2. Gold 3. Business
1. Tech stocks 2. Equities
11
JTBD
Using BRC to invest on behalf of their clients.
Using BRC to invest in a risky asset class.
Using BRC to invest in an interesting technology sphere.
12
Priority of Our Product for their investment goal
Medium
Medium
Low
13
Investment stage
Depending on the client
Late stage
Early stage
14
Investment budget
20 to 50 lakhs
50 lakhs to 1 crore
20 to 50 lakhs
15
What kind of Content attracts them
News and developments
Return potential.
Technology potential.
16
Content consumption platforms
News – CNBC, ET • Social media – LinkedIn YT, Facebook • Offline – Newspaper, events
News – CNBC, ET, NDTV • Social media – LinkedIn, Facebook • Email – newsletters, research • Offline – exclusive events, word of mouth
News – Yourstory • Social media – LinkedIn, Twitter, Instagram, YT • Email – newsletters • Offline – events, word of mouth
There are no rows in this table

What are our main acquisition channels?

Inbound channels:
LinkedIn content
Twitter
Newsletters
Word of mouth
Outbound channels:
LinkedIn
In-person community events
Webinars and seminars
Email out reach

three-cell-cyclorama-lights
Let’s double-click on LinkedIn.
LinkedIn is a great place to create content for:
👉 lead generation – bring back the right people to your product
👉 audience building – build an audience on the platform
👉 brand-building – build your company’s brand on and off the platform
This ☝️ is especially true for a product/company that is – niche, technical, and professional.
And if the person you want to target is – at a leadership position.
Investment in digital assets for HNIs and Family Office is right in this mix.
Now that we’ve figured out the why, let's look at the – who , what , and how.
Who do we create the content for?
What kind of content do we create?
How do we create the content?
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Goals with the content:
• Write content to attract the ICPs
• Build the BRC brand image
• Increase WoM traction for BRC

Who do we create the content for?


bust
The content should be created for someone in a leadership position within the company. Someone who’s profile has pedigree. “This is the kind of person I want to speak to,” is what the reader should say when reading the posts.
Based on this ☝️ we should focus on writing content for the following profiles:
Screenshot_2023-09-15_at_1.32.01_PM.png
Leadership position ✅
Worth speaking to ✅
Creator Mode ⏳
Premium ⏳
Screenshot_2023-09-15_at_1.32.07_PM.png
Leadership position ✅
Worth speaking to ✅
Creator Mode ✅
Premium ✅

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Pro-tip: Get LinkedIn premium so you can track the conversion from: reading your content → viewing your profile. This lead (if with the ICP) is now warm and can be approached.

What kind of content do we create?

The kind of content that works on LinkedIn is – cringe gyaan, news breakdowns, analysis and research, and shitposts
Research and analysis
In the past 12 months, Ethereum L2s have outperformed the base chain in terms of transactions”
Cringe gyaan
“Today my boss didn’t give me a promotion, it was the best day ever.”
News breakdowns
“Polygon just rebranded to POL from MATIC, here’s what it means”
Memes and shitposting
Imagine if Elon Musk actually lands up on the moon (instead of Mars) with a dogecoin flag”
Thought pieces
“The problem with digital asset adoption among HNIs is not regulation, or lack thereof. It’s education.”
We should focus on – news breakdowns, research and analysis, and thought pieces.
For instance:
Thought pieces
Alternative Investments & Digital Assets- Lack of Education
One thing I continue to hear from wealth managers and RIA's is that there is increased demand for alternatives from their clients.
The other big thing I hear is that they lack a good alternatives platform. They lack education on alternatives. The operational lift of onboarding alternative funds, the operational lift of reporting, and the lack of education around proper diversification and handling the illiquidity of alternatives is the consistent message I hear.
If you are building an alternatives platform or solving the operational headache or the educational needs, I'd love to hear more.
Research and analysis
Ghosts of cycles past? History doesn't repeat, but it rhymes.
Crypto cycles have shown remarkable consistency since inception, and we are seeing the same dynamics playing out in the current cycle.
Each cycle may appear chaotic to the naked eye, but there are three primary structural drivers:
1. Leverage, enthusiasm, and speculation
2. Innovation & product development
3. The business cycle (interest rates, monetary policy, global liquidity)
As noted in the chart via Delphi Digital each of the last three business cycles has lined up almost perfectly with the price peaks of the last three crypto market cycles.
Which also corresponds with peaks in active addresses, TVL, transaction volumes, and revenues.
Where are we at today?
The business cycle appears to be turning.
When we combine this with a deep understanding of the innovation cycle (which is far less volatile, yet unseen to the naked eye), as well as market sentiment, human behavior, forthcoming regulation, integration with TradFi, the Bitcoin halving, etc.
News breakdowns
This investment bank expects Bitcoin to rocket by 300% in the next year. But they’ve been wrong twice before. Is the third time the charm:
Standard Chartered, the British multinational bank with over $820 billion in AUM just made a bold Bitcoin price prediction.
Here it is:
🗓️ December 2023: $50,000
🗓️ December 2024: $120,000
The reason – An incoming Bitcoin supply crunch.
The bank’s analysts expect – Bitcoin miners to increase profitability based on:
Rising BTC prices
Falling electricity costs
Flat milk prices (totally unrelated)
This increasing miner profitability will cause a – BTC supply crunch.
Here’s how:
📉 Bitcoin’s price is rising + electricity costs are dropping
📉 Miners will sell less BTC to cover expenses
📉 Miners will cause a supply crunch
📉 Bitcoin’s price will rise
Miners mine about ~900 new BTC a day. And right now they are selling 100% of these new coins.
📈 That’s about 900 BTC a day ($27 million)
📈 Or 6,300 a week ($189 million)
📈 Or 27,000 a month ($810 million)
📈 Or 328,500 a year ($9.8 billion)
If Bitcoin's price increases to $50,000, miners will need to sell only 20-30% of their new coins decreasing yearly BTC sold from – 328,500 BTC/year to < 100,000 BTC/year.
And cause a severe supply crunch. 🫢
1
Account
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
2
Sriram
news
news
charts
news
news
thought
news
news
charts
news
news
carousel
news
news
news
news
news
news
3
Dewasis
news
news
charts
news
news
carousel
news
news
news
news
thought
news
news
news
news
news
news
4
Sharan

thought

thought



5
BRC
news
newsletter
news
carousel
news
charts
news
carousel
news

news
carousel
news
There are no rows in this table

How do we create the content?

We create content like these using two rules:
Rule #1: The AIDA formula.
A → Attention
I → Interest
D → Desire
A → Action
This is a tried and tested copywriting formula for putting together any post on any platform with the goal of getting someone to do something.
blunt-bulb
Meet Kishan Shah.

He is 64-year-old Indian crorepati based in Surat, Gujarat. Here’s how he invests his money:

• Equities and bonds – 25%
• Property – 50%
• Gold and precious metals – 15%
• Other household items – 9%

The remaining 1%?
He put it in Bitcoin as a way to diversify his assets. He did this way back in 2016.

So, he must be sitting on a decent profit right?

No. The problem was – Mr. Kishan invested his money with a local vendor who neither had the infrastructure nor followed the right compliance norms. He simply used a market order on the exchange to make the transaction.

The problem was – the exchange went down with Mr. Kishan’s investment.

The vendor was later caught by the police and is accused of being involved in several ICO scams in the state of Gujarat.

This highlights two problems and two wants for HNIs.

The problems are:
1. Lack of infrastructure
2. Lack of trust

This should not stop individuals from accessing the digital assets industry.

Learn about how @BrownRice Capital is bridging the infrastructural gap between

HNI – BRC – Liquidity Provider.

Read more here:

Read this sample →
The_Hustle_Welcome.pdf
2.7 MB

Rule #2: The Slippery Slope.
Use each sentence as a slippery slope to get people to read more and more.
• The goal of your first sentence: Get people to read the second sentence.
• The goal of the third: get people to read the fourth. And so on.
Readers will keep reading in proportion to the amount they’ve already read. And the more they read, the more they’ll agree with you.
Get them to fall down the slope.
frame
What about the picture?
We can decide the picture based on the kind of content we’re writing about.
News → Subject of the news (for instance, if the news is about a person, we can use the particular person’s picture.
Research → Chart/table of data
Thought piece → Generic images from or .
LinkedIn
0
Name
Content Type
Ideas
1
News Articles
Published
12
CBDCs
Thought Pieces
licensed-image.jpeg
licensed-image.jpeg
Sharan
Pantera Capital Bitcoin Prediction
Research
9Cwko61d_400x400.jpg
9Cwko61d_400x400.jpg
Sharan
BTC Apple Google
Thought Pieces
google-apple1.jpg
google-apple1.jpg
Sharan
CBDCs Potential
🌱 Bitcoin's Green Revolution 🌱
News breakdowns
bitcoin-energy-consumpti.jpeg
bitcoin-energy-consumpti.jpeg
Sriram Natraj
Fidelity ETH Investment Thesis
Research
Screenshot_2023-10-03_120137.png
Screenshot_2023-10-03_120137.png
Sriram Natraj
Bitcoin ETF: A Step Backward or a Necessary Evolution?
Thought Pieces
Sharan
Stablecoins 16th largest holder of U.S. treasuries
Research
Sriram Natraj
Can Wait
Approved
1
Cuba Bitcoin Revolution
News breakdowns
Sriram Natraj
Rejected
7
Funds in Crypto Exchange
Research
Expert take - Rising Interest Rates Good
Thought Pieces
BTC Inactive Supply
Research
Bitcoin_Exchange_Reserve_-_All_Exchanges.png
Bitcoin_Exchange_Reserve_-_All_Exchanges.png
Sharan
What bear market?
Thought Pieces
BTC Halving and Mining
Research
Screenshot_2023-09-20_213631.png
Screenshot_2023-09-20_213631.png
Sriram Natraj
A breakdown of MiCA
BTC price at $1M? - News/Research breakdown - with a personal opinion weather this is a likely posssibility

For @Nikhil Gupta – drop in your questions/concerns/doubts here, and I’ll address them:

How many posts will we be writing a week?
Three posts a week for each profile (Sharan and Sriram). The reason for this low volume is – we’re new, and LinkedIn’s algorithm is designed for content with a high shelf life.
What is our current CTA?
Our current CTA (call to action) will be the beehiiv newsletter for email capture.

three-cell-cyclorama-lights
Let’s double click on Twitter.
Twitter is a great place to create content for:
brand building – build a brand that’s trusted
share research – share investment research
build an audience – build an audience on the platform
This is true if your company is in a niche and technical field.
The difference is – we will be creating the content from the company’s account i.e. from – and not from the founders’ profiles.
This means:
The content will not be opinion-based
We will not write “thought pieces”
We will only present facts and news stories as is
finish-flag
Goals with the content:
• Get people to know about the BRC brand
• Increase WoM traction
• Show affiliation with the founders

Answering the questions →
Who do we create the content for?
What kind of content do we create?
How do we create the content?

Who do we create the content for?

We will create the content for 1, just 1 profile – Brown Rice Capital.

What kind of content do we create?

Our content will be broken down into:
Research – Especially after or during a key market making move.
News – A summary of the important news of the day or week

How do we create the content?

Research:
Find a key event
Collate a list of data and numbers
Present as it is. Don’t include an opinion.
block-microphone
Bonus
Add custom research from key events by looking at:
• How an event played out
• Key findings from an event
• Looking at level 2 data
News:
Find the top news of the day
Add links to the same
Add a short summary
block-microphone
Bonus
Crunch numbers from a key piece of news to present the:
> What happened? – present
> Why it happened? – context
> How will this affect you? – effect
Call to action → Website
We’re a crypto capital markets company for HNIs and Family Offices to access the crypto markets in a safe and secure manner.
To know more:
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