Context
Xord was investing heavily in paid channels but seeing diminishing returns. Organic reach lagged because technical authority wasn’t visible across their content footprint.
What changed
- Built a schema and pillar-cluster model to establish topical authority for emerging Web3 concepts.
- Partnered with engineering leads to translate R&D outputs into educational assets.
- Activated a Discord-based contribution loop that rewarded high-quality backlinks and content ideas.
Outcome
Organic growth became the primary driver of pipeline, allowing the team to throttle back paid spend without sacrificing volume or quality.