There has been a paradigm shift in the history of technology. Web3, a new evolution of the web, is challenging the old pattern of one entity ruling everywhere and everyone. The industry has witnessed exponential growth over the last couple of years. We have seen many Web3 companies like Aave, Consensys, and Chainlink making the numbers. This has also inspired many other people to provide solutions to other problems of humanity with Web3. After weeks—or even months—of building from the engineering standpoint, new or early-stage Web3 companies often have problems with visibility, sales, and conversion. This posits a technical marketing problem, and some Web3 companies underperform due to this reason. This is the truth: Web3 has a lot of innovative solutions, but the target audience can find it overwhelming or unnecessary when they do not understand the technological underpinnings. From another angle, many brilliant technical Web3 companies do not often have enough PR for their target audience to even know they exist. Nonetheless, Web3 currently has over 50 unicorns. That means these top companies have hacked how to break Web3 solutions to their audience in a way that they find interesting. If you plan to build an incredible company in Web3, this is a must-read! What is Web3 technical content marketing? Web3 technical content marketing refers to the overall strategy that Web3 companies can use to communicate with their users, make them understand the importance of their products, and make them recurring customers or users. As against popular belief, Web3 technical content marketing is beyond technical tutorials and guides. It also involves leveraging podcasts, videos, newsletters, documentation, social media,  courses, and reports. In practice, Web3 technical content marketing is similar to pure content marketing as we know it. But there is a big difference: Web3 technical content marketing targets one or more of these people: Those who are; In essence, the peculiarities of the industry and her audience is what shape Web3 technical content marketing. Web3 companies engage—or should engage—in technical content marketing for three major reasons: To; By the way, “companies” in this piece is a blanket term for protocols, projects, and startups. That said, another major subtle difference exists between the general form of content marketing and Web3 technical content marketing. Peep into the next subheading. Technical Marketing in Web3 is Subtle, Not Blatant The general idea of marketing is, “Hey folks, we are the best thing after sliced bread. Come swipe your card for our products.” I have been in Web3 for quite some years now as a developer and a marketer, and I can say that the above method doesn’t work. It doesn’t. The more you shill your project, the more Web3 devs and users doubt everything about it. Marketing here is subtle, not blatant. The ones who know this ensure the subtlety idea informs their overall technical content marketing. How do you do this in practice? Educate and inform your prospective users or customers. The quality of your education will influence them to check out your platform and be a paid user. With this ethos in mind, let’s look further into how some top Web3 companies run their technical content marketing. Examples of Web3 Companies That Do Marketing Right While some Web3 companies have serious issues using technical content marketing to generate visibility and conversion, others do it seamlessly. You can learn from these top companies—some of which are even unicorns—to up your Web3 technical content marketing game. Alchemy – Technical Blog Content Creation Alchemy is an infrastructure provider in Web3. They mainly provide RPC and APIs for the developers. They have facilitated around $100 billion in on-chain transaction volume. The Alchemy marketing team has always been heavy on publishing tutorials and guides for their audience. Going through their blog, one can notice a consistent pattern of publishing developer-focused content. I worked at Alchemy last year and have insights into how they structure their Web3 technical blog content marketing. They have two categories: conceptual content and tutorials. Conceptual content is focused on breaking down terminologies or popular concepts. For instance, they can explain metamorphic contracts to Solidity developers. Conversely, tutorials involve a step-by-step guide for developers to build smart contracts or dApps. The Alchemy content team will use Alchemy endpoints within the tutorials while building. Subtly, the readers following the tutorial will use and get accustomed to using Alchemy endpoints. No wonder they have about 4 million developers using their infrastructure. Thirdweb – YouTube Content Creation Thirdweb is one of the most remarkable dev-tool and no-code companies in Web3. Their recent acquisition of Paper makes them more robust. The company currently boasts of over 100k developers using its products. First of all, Thirdweb ships market-fit products that developers want. Their infrastructure spans across UI components, SDK, Auth, and so on. Apart from technical blog content, another form of marketing channel Thirdweb mans well is YouTube content creation. Most of the content spans around building projects using Thirdweb tools. In addition, they maintain a pattern of 1 video per week, and none of their videos have less than 1k views. This sends a message: 1 quality video per week is enough for your Web3 company. Consistency matters more than intensity. Magic Eden – Social Media Marketing Many companies are fighting for their users with only their blog page while neglecting social media as a less important channel. This is not true, and I can say that as a marketer. Developers and prospective users spend an average of 4 hours on Twitter or similar social media platforms daily. What a perfect platform to meet them! Magic Eden is a wallet in the Solana ecosystem, and their social media management team is doing wonders. They use their Twitter to communicate with their users and share updates. Recall that this is Web3, and their audience are degens, so they share memes occasionally and a little shitpost here and there — on a lighter note. In addition to the above, you can use your social media as a platform