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Embarking on a journey in the blockchain sector with Interlock, I realized early on that cybersecurity, a crucial pillar, often seemed like a dreary subject to many. The challenge was to morph this vital topic into something engaging, relatable, and fun while driving home its essence. Here is a guide as to how I helped to market Interlock's products and grow their user base.
Interlock Academy: Bridging the Knowledge Gap
With Interlock, my vision was very clear from the start – educate to empower. There was a gap in educational content relating to what the threats in the Web3 space were. Questions such as "Why exactly do we need cybersecurity in Web3?", "What problems is Interlock solving?" were questions echoing in the Web3 wilderness; there was no clear answer. That is why I set out to found Interlock Academy, to create a space for educational content relating to the dangers of the budding "wild west" of the Web3 space, as well as promote Interlock's products.
The blog set out to decode the technical jargon into more readable content, as well as elucidate why our security browser extension was a worthy addition to one’s digital arsenal, both for consumers and for enterprises (B2C & B2B).
I started first by conducting keyword research and seeing potential keywords we could rank for within the realm and intersection of Web3, cybersecurity, and AI. This provided me with the opportunity to write over 50 articles that we could potentially rank for, and more importantly, give value to our audience.
The community loved the content and found it to be helpful when it came to navigating the Web3 space without getting burned. We also repurposed that content to our social media, notably Twitter (X), by either sharing the link to the article or creating a Twitter (X) thread, providing more shelf life to the content.
Results: 20-30% Month-on-Month organic search traffic growth
Bouncer: Keeping the Party Alive by Ousting Party-Crashers
We knew that cybersecurity isn't the most fun and exciting thing that gets your adrenaline rushing when talking about it. We were realistic. We also knew that we needed to think about how to translate something as challenging to excite people as the topic of cybersecurity. We needed to employ someone who showcased the fortitude of our technology yet retained lightness and fun to the persona we were marketing to. Enter Bouncer. However, Bouncer isn't exactly an employee, he's actually the product Interlock created. He is an AI threat detection bot designed for Discord communities. So, why Bouncer? The name was a witty play on its role. As people who are familiar with the crypto space might know, crypto followers usually engage on Discord servers creating their own "parties" within the messaging app to discuss projects and ideas. However, sometimes people try to scam others by inserting malicious links. So, just like a bouncer at a club, Bouncer keeps malicious links at bay, ensuring a safe, fun space for project discussions. I am a firm believer that when complex topics or products need to be showcased, you need to not only simplify it, but humanize it.
Once we did that, our threat detection became not some complex and boring concept, but a character that is recognizable, that you can generate stories about, can utilize with NFT marketing, and so forth.
Results: Protecting over 50,000 users
ThreatSlayer: Security Browser Extension
ThreatSlayer is Interlock's security browser extension. We strategized and executed a Web3-specific growth marketing campaign that propelled our downloads from a few hundred to over 30,000. It was a riveting journey that also saw Interlock's Twitter (X) community burgeon from 5,000 to 80,000 followers. What was the value proposition that we had to market? "Blocks malicious links"? Too bland. "Slays threats"? Better.
The narrative was simple yet potent – “Slay the threats, safeguard your digital realm.” As the campaign unfurled, so did the downloads, skyrocketing from a mere few hundred to over 30,000. Results: 30k+ downloads of ThreatSlayer
Whitepaper: Interlock's Business Canvas
Crafting a whitepaper was about laying bare the blueprint of Interlock's business. It was a meticulous task that entailed elucidating Interlock's mission, the problem it aimed to solve, and how the company's products are a pivotal solution.
Navigating through the intricate alleyways of cybersecurity, I honed in on the essence of a well-structured whitepaper – it's the bridge between a company and potential stakeholders and users. The whitepaper I curated was not just a document but a narrative, painting the landscape of Web3 threats and how Interlock’s security extension serves as a shield. It was about crystallizing complex technical concepts into a coherent narrative that resonated with our audience, laying bare the architecture of our solution, and articulating the profound impact it could have in safeguarding one’s digital voyage in the Web3 realm.
eBook: Simplifying Web3 Security
In a bid to further demystify cybersecurity, I decided to orchestrate the creation of an eBook based on all the material I had accumulated and written about throughout the year. This led to the birth of one of the very first concise cybersecurity eBooks in the Web3 space that I knew of, and it is a creation I hold close to my heart.
The eBook was not just about elucidation, but about pioneering a resource in a space where such guides were scarce. It was a vessel of knowledge, shedding light on the labyrinth that is Web3 security, making it comprehensible for both the security experts wanting to understand the web3 space better, as well as the average crypto user.
Conclusion:
I carry with me a trove of experiences from Interlock. The narrative of Interlock Academy, Bouncer, ThreatSlayer, the whitepaper, and other initiatives isn’t just a testimony to my endeavors in making cybersecurity engaging, but a ledger of my resolve to contribute meaningfully in the Web3 domain and beyond.