On this page12
- Why does daily work make better crypto content than trending topics?
- What counts as a post idea from your workday?
- How do you capture ideas during the week without losing them?
- A worked example: one ordinary Tuesday, five posts
- How do you turn a raw note into a post people read?
- How often should you post, and in what mix?
- When doesn't the workday method work?
- FAQ
- Should I post about crypto prices if I work in Web3 marketing?
- Is it fine to post the same idea twice?
- What if my day job is boring?
- Do I need to use a scheduling tool?
The best things to post on X in crypto are already happening in your workday: a lesson from a call, a mistake you fixed, a small win, an opinion you formed while reading the news. You don't need a content calendar full of trending topics. You need a habit of writing those moments down as they happen, then turning five of them into posts once a week.
Most people who say they have nothing to post are actually saying they have nothing remarkable to post. That's a different problem, and it's the wrong bar.
Why does daily work make better crypto content than trending topics?
Trending topics have a crowd problem. When a token lists or an exchange gets hacked, thousands of accounts post the same summary within the hour. Yours has to compete with every one of them, and the reader can't tell who wrote what.
Your workday has the opposite problem. Nobody else has it. The objection a partner raised on a call, the pitch angle a reporter ignored, the community question that came up five times this week: that material is yours alone, and it's specific in a way trending content can never be.
Specific beats clever on X. A reader scrolling past a hundred generic takes stops on the one that sounds like it came from inside a real job.
An early example from my own feed: Six months into my role at CoinMarketCap, I didn't write about market news. I wrote down what the job was teaching me.
More than 6 months into @CoinMarketCap and here are the learnings: • A solution oriented approach towards problems • Creating a balance between creative ideas and available resources in hand • Creative ways to work your way out through the problem • Giving value to the users Shilika Jain on X, 29 Mar 2022
Nothing in it was breaking news. It was a short honest reflection from inside the work, and that's the kind of post people come back to.
What counts as a post idea from your workday?
Anything that changed your mind, cost you time, or made you smile. I sort it into five buckets.
| Bucket | What to capture | Friday prompt | Post shape it usually becomes |
|---|---|---|---|
| Lesson | Something you learned or relearned | Something I know now that I didn't on Monday | A one-line principle plus one sentence of context |
| Mistake | A misstep, yours or a pattern you saw | What I'd do differently, and why | Short story: what happened, what it cost, what changed |
| Small win | A thing that worked, however minor | What worked better than expected | The tactic, stripped of client names |
| Opinion | A view you formed this week | A thing most people repeat that I disagree with | One strong claim and the reason behind it |
| Question | Something you couldn't resolve | What I'm still unsure about | An open question to your peers |
I call it the Friday Five. Five buckets, one sheet, one sitting at the end of the week.
The Question bucket is underrated. A genuine question from a practitioner pulls in replies from people who know the answer, and some of those people become contacts. I've asked my timeline what PR folks should do when reporters ghost after saying yes, and asked which people I should interview at TOKEN2049 for CryptoDailyUK. Those posts weren't polished. They were real.
How do you capture ideas during the week without losing them?
The capture step is where most people fail. You have the idea at 3pm between calls, and by Friday it's gone.
Keep it crude. A notes app, a pinned Telegram "saved messages" chat, a single Google Doc. The tool doesn't matter. What matters is that capture takes under thirty seconds, so you'll actually do it.
Rules I'd give anyone starting:
- Write the raw line, not the post. "Reporter said our angle was a product update, not a story" is enough. You'll shape it later.
- Capture the feeling too. Annoyed, surprised, proud. The emotion is often the hook.
- Strip names at capture time. Write "an L2 client" or "a reporter at a trade outlet," so nothing confidential ever reaches the draft.
- Don't judge during the week. Judging is Friday's job. A note that seems boring on Tuesday can turn into your best post.
- Aim for ten notes, keep five. Overcapture so the weekly sort has something to throw away.
Daily work in crypto is mostly unglamorous, and that's fine. I once posted my actual routine.
daily work routine in web3: - open TG & catch up on convos - check slack, discord & emails - join google meets - yappp on kaito - check slack again - shitpost on X - join google meets - online on TG forever fml Shilika Jain on X, 20 Dec 2024
That post took a minute to write. Relatable beats impressive more often than you'd expect.
A worked example: one ordinary Tuesday, five posts
Take a made-up but typical Tuesday for a Web3 marketer.
- 10am: a call with a DeFi team who want "coverage in every tier-1 outlet" for a minor feature update.
- 1pm: a KOL sends a rate card with no audience data.
- 3pm: you rewrite a pitch subject line three times before it feels right.
- 5pm: a community member asks the same question about bridging that came up twice last week.
- 9pm: you read a launch announcement that buries the one interesting fact in paragraph four.
The Friday Five turns that day into:
- Lesson: "A feature update isn't a news story. A trend your feature proves is."
- Mistake: "I used to write subject lines that described the company. The ones that get opened describe the reader's problem."
- Small win: "Moving the user count into the first line of a pitch got faster replies than moving the funding amount there."
- Opinion: "A KOL rate card without audience data isn't a rate card. It's a guess with a price."
- Question: "When the same community question comes up three weeks in a row, is that a docs problem or a product problem?"
None of those need a client's name or a number you can't share. Every one of them could only have come from someone doing the work.
Small win number three is written as a hypothetical example of the format. When you write your own, use only what actually happened to you.
How do you turn a raw note into a post people read?
Organising matters more than polish.
people don’t pay for content instead they pay for organised content! Shilika Jain on X, 19 Dec 2022
That applies to attention as much as money. A messy note becomes a post when you give it shape:
- Lead with the claim. The first line should work on its own if nobody clicks "show more."
- Add one line of proof or context. Where it came from, what you saw.
- Cut every word that isn't doing work. Most first drafts shrink by a third.
- End on the useful bit, not on "thoughts?" or a call to follow.
If a note needs more than four or five sentences to make sense, it might want to be a thread or a longer piece. My sibling post on threads versus single posts covers how to tell, and the notes that grow too big for X can feed a blog later, which I describe in repurposing posts into articles.
How often should you post, and in what mix?
Five posts a week from a Friday sort is a solid rhythm for most people with a full-time job. You can schedule them through the week or post each on the day it fits.
Watch the balance across a month. If every post is a lesson, you sound like a fortune cookie. If every post is an opinion, you sound like you're picking fights. A rough mix that reads like a real person:
- About two lessons or small wins for every opinion
- One mistake a week, because those build trust fastest
- A question every week or two, to pull people into conversation
- The occasional unpolished, human post, like that routine above
For founders, the same method works with richer material: support tickets, sales calls and roadmap debates. I go deeper on that version in my guide to extracting founder thought leadership from daily work.
When doesn't the workday method work?
It has limits, and it's better to know them up front.
- Highly confidential roles. If you work on unannounced token launches, M&A or security incidents, most of your week may be off limits. Stick to method and opinion, never events.
- Very early careers. If you're three weeks into your first job, you'll have more questions than lessons. Post the questions, honestly framed.
- Heavy compliance environments. Some exchanges and regulated firms review employee posts about markets. Check before you post anything that could read as a view on a token.
- Weeks with nothing to say. They happen. Posting three good things beats posting five forced ones.
The method also won't make you go viral, and that's not its job. It gives you a steady supply of posts that sound like you, which over time is what makes people remember your name. If you'd rather have someone help shape your raw notes into finished pieces, that's part of the content writing work I do for Web3 and AI teams.
FAQ
Should I post about crypto prices if I work in Web3 marketing?
I'd keep price talk to a minimum. Price takes age badly, can read as financial advice, and may break your employer's policy. Your edge is the work behind the market, which very few people can write about from the inside.
Is it fine to post the same idea twice?
Yes, if you change the angle or format and some time has passed. Most of your followers missed the first one. Rewriting an idea a few months later, with what you've learned since, is how a theme becomes associated with you.
What if my day job is boring?
Boring jobs make some of the most relatable content. Admin, tooling, follow-ups and long Telegram threads are what most people in crypto actually do all day. Writing about that honestly stands out next to accounts that only post wins.
Do I need to use a scheduling tool?
No. A scheduler helps if you batch your writing on Friday, but posting by hand works fine. The habit that matters is the weekly sort, not the software.
Sitting on a notes app full of half-ideas and not sure which are worth posting? Send me what you've got and I'll help you shape the first month.
