icon picker
Organic Outreach

Quick links:
finish-flag
To build an organic funnel to acquire customers through marketing and content.
Three pillars to this goal:
Engagement →
Get them to click.
Conversion →
Get them to pay.
Brand +
Get them to remember.

Who are the customers?

bust
The customers are institutional investors of digital assets.
What is their need?
To find – quick, easy, accurate, and deep information to make their decision.
What is their end outcome?
To receive actionable information to achieve their goal.
What is their goal?
To earn a profit
To protect their portfolio
To earn a sustainable yield
What are they consuming?
News – Coindesk, Bloomberg, WSJ, FT, Blockworks, etc.
Analysis – Bloomberg Terminal, TheBlockResearch, Messari, CoinMetrics
Commentary – BlackRock, JPMorgan, Wells Fargo Advisors, World Gold Council, etc.

What is their distribution source?
Organic search
Direct website
Direct to email
LinkedIn
Twitter
Offline conferences

Customer Personas

1
ICP – 1 Crypto Asset Manager
ICP – 2 Crypto Researcher
ICP – 3 Junior Fund Manager
2
Title
Crypto Cat
Researcher Ron
Fund Manager Fran
3
Age
28 to 35
22 to 27
30 to 40
4
Position
Junior crypto asset manager at an institutional crypto fund.
Crypto researcher at a boutique research firm with investment clients.
Traditional finance fund manager looking to invest in crypto as an alt asset.
5
What are they interested in?
Making profits through crypto investments.
Finding something interesting in the crypto market.
Making profits through investments (crypto or not).
6
Problem Statement
“I need a way to find alpha in crypto.”
“I need a way to find interesting data in crypto.”
“I need a way to determine the outperformance of crypto.”
7
Pain Points
Finding data Standardizing data Confirming the accuracy of data
Finding interesting metrics from a pool of data platforms
Finding a way to compare crypto to traditional businesses
8
Role in decision-making
Influencer
Influencer
Key decision maker
9
What are they using the product for?
To find crypto assets to invest in.
To create research about crypto products.
To compare crypto to traditional assets.
10
Type of company
Crypto-focused investment company
• Crypto-focused research firm • Traditional research firm looking at crypto assets
Traditional securities-focused investment company
11
Referral ability
High
Low
High
12
Free or Paid users
Paid user
Free user
Paid user
13
Casual / Core / Power
Core
Casual
Casual
There are no rows in this table

What do these users value?

money-bag-euro
These users value money over anything else. They ultimately want to consume content and data to make – actionable investment decisions either for their own portfolio or their clients’ portfolios.

Channel Selection

Name
Notes
Header Image
Effort
Speed
Scale
Flexibility
Need
1
✅ Social Media Content
Low
Medium
Low
High
High
2
✅  Organic Blogs and Newsletter
Medium
Low
High
Medium
High
3
✅ PR Outreach
Low
High
High
Low
High
4
Referrals
High
High
Low
Medium
Low
5
Product Integrations
High
Low
Low
Low
Low
6
✅ Offline Events
High
Low
High
Medium
Medium
7
✅  Webinars
Low
Low
Medium
High
High
8
✅  Community
High
High
Low
High
Medium
9
Building Tools
High
Low
High
Low
Medium
There are no rows in this table

Social Media Content

bird
Twitter
What account(s)?
PYOR’s main Twitter account
What is the goal?
To create a distribution network for our data.
Who are our target customers?
Crypto analysts
Crypto protocols
Crypto degens
When do we want to start?
Immediately
What kind of content are we creating?
✅ News in data – taking everyday news and giving a data angle to it
✅ Chart in view – taking charts from the platform, giving it context and a story
✅ Protocol breakdown – breaking down a single protocol using charts and data
✅ Metric breakdown – breaking down our unique metric definitions and formula
⏳ Protocol spaces – weekly Twitter Spaces sessions with partner companies


briefcase
LinkedIn
What account(s)?
PYOR’s main LinkedIn account
Founder – Krishna’s LinkedIn account
Operator’s – Aakash, Manvendra, and Kavya
What is the goal?
To create authority for our data.
Who are our target customers?
Crypto analysts
Crypto fund managers
TradFi fund managers
When do we want to start?
Immediately
What kind of content are we creating?
Company:
✅ Metric breakdown – breaking down our unique metric definitions and formula
Founder:
✅ News in data – taking everyday news and giving a data angle to it
Operator:
✅ Chart in view – taking charts from the platform, giving it context and a story
✅ Protocol breakdown – breaking down a single protocol using charts and data

apple-tv
YouTube
What account(s)?
PYOR’s main YouTube account
What is the goal?
To create a visual distribution network for our data.
Who are our target customers?
Crypto analysts
TradFi fund managers
When do we want to start?
November [when Aishwarya is onboarded]
What kind of content are we covering?
Long form:
Protocol specific
Feature specific
Niche specific
Short form
News specific
Protocol breakdowns

Organic Content

Organic content that is indexed and searchable on Google is a significant driver of traffic for crypto data companies:
Nansen – 15% of website visits
Messari – 29% of website visits
TokenTerminal – 26% of website visits
apple-tv
Sponsored keyword search is not a good way to acquire institutional users as this is – directly marketing to them through sponsored content. Instead, we can acquire them by informing them first [building credibility and authority] before asking the sales question.
What is the goal?
To be top of mind when a potential user searches for crypto data needs.
Who are our target customers?
Crypto analysts
Crypto fund managers
TradFi fund managers
When do we want to start?
Immediately
What kind of content are we covering?
We will be creating short-form and long form content as blogs indexed on Google.
We can do this by:
creating content on our blog
creating content on Medium easily indexed on Google
Content:
Crypto data insights
How to determine crypto insights using PYOR
Protocol DEXes deep dives
How is Uniswap faring versus other DEXes in 2023

PR Outreach

loudspeaker
We can maintain a contact list of journalists in the Indian fintech and global crypto space and feed them interesting data sets recurringly.
What is the goal?
To be top of mind for a journalist when they need essential data and insights.
Who are our target customers?
Our target customers are those who:
read crypto media outlets
read Indian fin-tech news
When do we want to start?
PR Calendar
Untitled Database 5
0
Name
Notes
Header Image
Date
Tags
1
Outreach – build contacts, establish relationships, feed content
October 12, 2023 → October 31, 2023
2
Story 1
11/1/2023
3
Story 3
11/15/2023
4
Story 2
11/8/2023
There are no rows in this table
What kind of content are we covering?
Story first: Insights in crypto and macro events
Story-based: Data trends that can be used to tell a story
1
Account
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
2
LinkedIn
chart + explanation
chart
chart
chart
chart
chart + explanation
chart
chart
chart + explanation
chart
chart
chart + explanation
3
Twitter
chart
chart
chart
chart + explanation
chart
chart
chart
chart
chart
chart
chart + explanation
chart
chart
chart
chart
chart
chart
chart + explanation
chart
chart
chart
chart
chart
chart
4
Sai (eventually)
chart
chart + explanation
chart
chart
chart + explanation
chart
chart
chart + explanation
chart
chart
chart + explanation
There are no rows in this table

PYOR Calendar
2

June 2024

Month
Today
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Optimism – Users
Compound clip
Optimism – TVL
Compound clip
Optimism – Fees
Compound clip
Chain Abstraction
Chain Abstraction
Chain Abstraction
Chain Abstraction
Chain Abstraction
Chain Abstraction
Compound Clip
Eigen content + distribution
Compund Clip
Eigen content + distribution
Compund Clip
Eigen content + distribution
⭐️ Optimism Factsheet
Optimism Report
Optimism Transactions
Optimism RPGF
Optimism RPGF
End Date
Optimism RPGF
Accounts To Tag
0
Account name
Account link
Notes
1
@0xKofi
Open
2
@hildobby_
Open
3
@tomwanhh
Open
4
@0xngmi
Open
5
@hagaetc
Open
6
Richard Chen
Open
7
@andrewhong5297
Open
8
@jphackworth42
Open
9
@superamscom
Open
10
@Data_Always
Open
11
@mrjasonchoi
Open
12
@sandraaleow
Open
13
Open
There are no rows in this table
Video Ideas
0
Video title
Status
Script
1
DEX comparison
In progress
Open
2
Customer comparison
In progress
Open
3
Lending comparison
In progress
Open
4
Open
There are no rows in this table
Twitter SMM
0
Type
Name
Column 2
1
Open
Twitter Analytics
2
Open
Tweepi
3
Open
SocialPilot
4
Open
Automated dm tools
5
Open
Tweet Hunter
6
Open
CrowdFire
7
Open
Content Management Tools
8
Open
Hypefury
9
Open
Buffer
There are no rows in this table

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