Sometimes limitations can be the best inspiration.
B2B content marketers have a standard set of tools we use to reach and persuade audiences. We’ve got gated eBooks, thought leadership blog posts, display and sponcon ads on LinkedIn, and more. They’re all designed to attract executive attention, offer a value trade for their contact information, and start a nurture track.
It works great until you need to reach an audience that doesn’t play by your playbook.
Avalanche wanted to reach one such audience: blockchain developers. You’re more likely to find this audience on Discord and X than LinkedIn, and you’ll find lots of pseudonyms and cartoon avatars, too. How do you market to people if you don’t even know their real names?
Here’s how SCORCH and Avalanche earned and rewarded attention without the standard B2B toolkit.
“Working with SCORCH has been a great experience. The team is incredibly adaptable, always ready to pivot when needed without missing a beat. They consistently bring fresh, creative ideas to the table and back everything up with thoughtful research and a strong understanding of content and strategy.”
Step One: Define the Audience & Channels
You can’t effectively reach an audience if you don’t know who they are. SCORCH worked with Kyle Dineen and the Avalanche team to create personas for their most valuable audience. We established that our audience was developers who were curious about blockchain, or who had started experimenting already and needed guidance.
We established that this group was most active on X, didn’t like giving their personal information to brands, and were highly suspicious of marketing.
Step Two: Develop a Content Plan
SCORCH created a strategy focused on providing value to the audience. Every piece of content would be aimed at informing, educating and inspiring, establishing Avalanche as a helpful companion for new developers.
The plan included:
We also created a home where builders could explore all the content in one place: The E1evate Knowledge Base.
Step 3: Publish and Amplify
SCORCH and Avalanche began creating great content. But content has never been an “if you build it, they will come” proposition. We knew getting people to consume and share the content was the real battle.
We used organic thread posts on X to preview the longer content, and single posts for shorter offerings. Our Builder Spotlight series got a further boost from the developers featured in the content.
For next steps, we encouraged developers to join the Avalanche community, explore more of the E1evate hub, and ultimately to develop on Avalanche.
Step 4: Evaluate and Expand
With a non-traditional audience comes new ways to measure success. For Avalanche, we focused on the conversation on X about each piece. Avalanche’s followers told us firsthand that the content was valuable and helpful:
When we saw people praising Avalanche for helping new developers get started, we knew we’d hit the sweet spot.
As we worked through the content plan, SCORCH and Avalanche expanded to a new content audience: Developers who were looking to get a corporate job in blockchain. We kept with the approach of valuable, in-depth content, and we’re already seeing a positive response from that community.
A North Star for Any Audience
It was a substantial challenge for SCORCH to reach a non-traditional audience. We met the challenge through useful, meaningful content. Most importantly, we made it our north star to help developers advance in their careers. Every piece of content came from a sincere desire to inform and uplift.
This approach works for virtually any audience, and it worked for Avalanche’s marketing-shy developers. Great content helped establish Avalanche’s bona fides and cement its reputation as a thought leader for blockchain developers.
See how SCORCH is helping B2B tech clients reach their most valuable audiences.
Topics:
Scorch Agency collects the following data:
You directly provide Scorch Agency with most of the data we collect. We collect data and process data when you:
Scorch Agency collects your data so that we can:
Process your order, manage your account.
Email you with special offers on other products and services we think you might like.
If you agree, Scorch Agency will share your data with our partner companies so that they may offer you their products and services.
PingPilot
When Scorch Agency processes your order, it may send your data to, and also use the resulting information from, credit reference agencies to prevent fraudulent purchases.
Scorch Agency securely stores your data in Hubspot.
Scorch Agency would like to send you information about products and services of ours that we think you might like, as well as those of our partner companies. If you have agreed to receive marketing, you may always opt out at a later date.
You have the right at any time to stop Scorch Agency from contacting you for marketing purposes or giving your data to other members of the Scorch Agency Group.
Scorch Agency would like to make sure you are fully aware of all of your data protection rights. Every user is entitled to the following:
The right to access – You have the right to request Scorch Agency for copies of your personal data. We may charge you a small fee for this service.
The right to rectification – You have the right to request that Scorch Agency correct any information you believe is inaccurate. You also have the right to request Scorch Agency to complete information you believe is incomplete.
The right to erasure – You have the right to request that Scorch Agency erase your personal data, under certain conditions.
The right to restrict processing – You have the right to request that Scorch Agency restrict the processing of your personal data, under certain conditions.
The right to object to processing – You have the right to object to Scorch Agency’s processing of your personal data, under certain conditions.
The right to data portability – You have the right to request that Scorch Agency transfer the data that we have collected to another organization, or directly to you, under certain conditions.
If you make a request, we have one month to respond to you.
When you visit or log in to our website, cookies and similar technologies may be used by our online data partners or vendors to associate these activities with other personal information they or others have about you, including by association with your email or home address. We (or service providers on our behalf) may then send communications and marketing to these email or home addresses. You may opt out of receiving this advertising by visiting https://app.retention.com/optout
There are a number of different types of cookies, however, our website uses:
Functionality – Scorch Agency uses these cookies so that we recognize you on our website and remember your previously selected preferences. These could include what language you prefer and location you are in. A mix of first-party and third-party cookies are used.
Advertising – Scorch Agency uses these cookies to collect information about your visit to our website, the content you viewed, the links you followed and information about your browser, device, and your IP address. Scorch Agency sometimes shares some limited aspects of this data with third parties for advertising purposes. We may also share online data collected through cookies with our advertising partners. This means that when you visit another website, you may be shown advertising based on your browsing patterns on our website.
You can set your browser not to accept cookies, and the above website tells you how to remove cookies from your browser. However, in a few cases, some of our website features may not function as a result.
The Scorch Agency website contains links to other websites. Our privacy policy applies only to our website, so if you click on a link to another website, you should read their privacy policy.
Scorch Agency keeps its privacy policy under regular review and places any updates on this web page. This privacy policy was last updated on January 1st, 2025.
If you have any questions about Scorch Agency’s privacy policy, the data we hold on you, or you would like to exercise one of your data protection rights, please do not hesitate to contact us.
