PortfolioDistractive
Content strategy, thought leadership, and long-form writing for a Web3 marketing agency.
The Brief
Distractive needed a content strategy that could cut through the noise in an increasingly crowded Web3 marketing space. The goal was to build Distractive's authority as a trusted voice in blockchain and decentralized technology, while simultaneously driving organic search growth for Polkadot, one of the most ambitious projects in the Web3 ecosystem.
With AI changing the rules of search, we also needed to move fast on Answer Engine Optimization and Generative Engine Optimization, ensuring Distractive's content would be cited and surfaced by AI tools, not just traditional search engines.
What I Did
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My approach was rooted in data first, creativity second. I started by identifying the highest-value SEO opportunities for long-form content in the Web3 space, then built an editorial strategy around those insights. As AI began reshaping how people find and trust information online, I moved quickly to implement AEO and GEO best practices, ensuring Distractive's content wasn't just ranking in Google but being cited as a trusted source by AI tools like ChatGPT and Perplexity.
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Long-form blog writing and thought leadership for Distractive and Polkadot
Monthly editorial calendar management and content planning
SEO keyword research and data-driven content prioritization
Editing and coordinating thought leadership from team members
AEO and GEO strategy implementation
Content briefs and pillar strategy across multiple content frameworks
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Under my content leadership, Distractive quickly became a cited and trusted source in AI-era search, surfaced by tools like ChatGPT and Perplexity for Web3 and blockchain topics. The long-form content strategy drove consistent organic growth for both Distractive and Polkadot, establishing a body of authoritative thought leadership in one of the most competitive niches in emerging tech.
Blogs
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Crypto SEO is Broken—Here’s What Actually Ranks in 2026
SEO for crypto doesn't work anymore. Learn the blockchain SEO tactics that get you cited in AI summaries instead of chasing dead traffic in 2026.
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Why Audience Research Is the Foundation of Web3 Content Marketing
When crypto projects skip target audience research their content marketing fails. Learn how a Web3 content agency identifies and segments audiences for strategies that convert.
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Why Does Every Web3 Project Sound the Same?
"Join the revolution." Sound familiar? Here's what generic Web3 messaging reveals about your marketing and what good messaging actually looks like.
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How to Identify Your Crypto Target Audience
Learn how to identify your crypto target audience with data-driven research. Stop targeting "everyone in Web3" and build a GTM strategy that actually works.
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The Crypto Twitter Fluency Test: Why Most Agencies Fail (And What It Costs You)
Why do Web3 marketing agencies fail at Crypto Twitter? Real CT fluency isn't about blockchain terms. It's about living in the culture. Here's the test.
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Why We Chose Blockchain (And Why We Stay)
Meet the blockchain marketing agency that's been here since 2011. Our Web3 marketing team believes in decentralization—and we're not leaving.
Ready to Work Together?
Have a project in mind or just want to explore what's possible? I'd love to hear from you. Drop me a message and I'll get back to you within 48 hours.