I was an ambassador in several projects before I got my first job in Web3. I developed ambassador programs myself, interviewed future ambassadors, and trained and supported them.

One of the biggest challenges I faced was the lack of understanding of the need to create and distribute content. Not everyone has pumped-up social media channels or star profiles. So, how do you create and distribute valuable content as an ambassador to really help the project you're working on?

This issue is quite real; projects gain significant value when you can create something impactful and effectively connect with the right audience. 

Be as specific as you can

"Excellent team, cutting-edge product, rapid development". These phrases became cliché and resembled spam. They offer little value to the reader. The focus should be on specificity—clarifying the benefits users will gain from the product and explaining its necessity. Emphasize the problems solved rather than simply selling.

Think as a user of the product, not as its team

You can create something valuable only if you understand the user's needs. You can translate the latest protocol updates announcement into 3 languages, or you can write a guide on how to use these new features and how users will save time by using them. Both are needed, but the latter is much more critical for the community and for product adoption at the same time.

Make quality content

A modern user is not used to spending a lot of time consuming educational content. They read diagonally or watch your video at 2x speed or even look for only specific information. If they see a machine translation, why would they read your article if they can translate it themselves from the official website in just two clicks?

Make relevant content

It is better to write a testnet guide or an article on how to use the tool/product/service to achieve goals than hypothetical large market research. Remember that the reader's usefulness is the most important factor; everything else is secondary.

Use channels where you can reach the audience organically

Learn how the algorithms of popular social media work. Be sure to use hashtags on Twitter. Even without subscribers, it will gain some views. The same is true with Reddit, Linked In, and Instagram. Premium will also secure you more views/engagement (if you want to pay for it). 

Instead of Medium or in addition, create profiles on thematic forums or platforms with an organic audience (Publish0x, Steemit, Bitcoin Talks, Mirror.xyz, etc.). Instead of YouTube, try TikTok. The algorithms there are such that new users get 400-500 views on the first 3-4 videos, and if the content is of normal quality, they can grow into your subscribers.

In general, I recommend making profiles on at least 5-10 different platforms and sometimes posting content everywhere, rewriting and changing it (to prevent a ban for posting unoriginal content).

Share what you do with a project's community

You will then have regular readers and subscribers. Subscribe to other ambassadors and like their posts, and ranking systems will more willingly show them. We are all in the same boat.

Use local media

Many countries have their own resources where the crypto community lives. On some of them, you can register and start writing. On others, you can contact the team and ask about possible terms of cooperation. This will help the team create a list of projects for paid advertising and collabs and possibly cooperate with them in the future.

Promotion using reposts and comments

Make a list of 10-20 crypto projects with an active audience (exchanges, wallets, media, influencers, VCs, funds, etc.). Repost or leave comments with organic information about your project. Important: It should not be spam but relevant answers.

I don't suggest spamming every post with the #crypto hashtag on Twitter. But why not organically weave in mentions of your product or service to support discussions? Many projects are engaged in crowd marketing. How ethical is it? I think it is ethical if you do it adequately and skillfully, although it takes a lot of time.

Conclusion

Remember that our task as ambassadors is to help the project grow. Not just to get tokens for some actions. A project wins, and everyone wins. In the end, you will earn more if everything works out.