The integrated content machine
Leading integrated content strategy for Bybit's wealth management arm during a period of significant market volatility.
Leading integrated content strategy for Bybit Earn during a volatile market — positioning Mantle Vault as the stable option, across a content calendar, GEO/SEO articles and a livestream.
Metrics and outcomes
The challenge
I was promoted to Head of Copy and Translations just as geopolitical uncertainty hit digital assets particularly hard. The brief from management was to lead marketing for Bybit Earn, the platform's wealth arm. The business need was differentiation from an industry built around quick wins and staking: positioning Earn as the stable, long-term option akin to traditional financial products, not another volatile bet.
Its flagship product, Mantle Vault, had caught the community's attention upon launch for its perceived stable earning ability amid a volatile market. While this proved demand existed, the user need was trust. Investors weighing a real financial decision needed reasons to believe Bybit Earn specifically was safe and compliant, instead of another crypto product borrowing safer language.
The problem to solve: carry one trust-building message so Bybit Earn would be seen as the safe, compliant option, and so that perception would drive conversion and deposits.
Gathering insights
What do people need at this stage?
The bear market had arrived. Red was everywhere, and Bitcoin had fallen a long way from its all-time high. But interest from outside crypto was still building, and the investors already in it wanted a hedge. Both groups needed the same thing: somewhere to sit out the volatility without leaving the market entirely.
What does our competition do?
To become a trusted product you first have to speak the language of “your money, your life”. That made a competitor analysis of wealth managers and large institutions essential, along with the angle each took on its products. Their brand images leaned heavily on stability, trust and the long term, and that was the direction we took.
Ideation
Built the content calendar
I worked closely with product owners to shape a campaign spanning social media, website updates, paid ads, push notifications, community channels and SEO articles. I mapped it to where investors actually engage and what they care about.
Reworked branding
I pivoted the brand positioning away from decentralised finance (DeFi) and Web3 language towards traditional wealth management language, so the communication carried the same trustworthiness as a fixed-income product across every touchpoint.
Integrated GEO and SEO
Two long-form articles explained Mantle Vault’s mechanics and investor benefits. Each was structured with clear H2 and H3 headings addressing top user queries, carried quotes and data from internal leaders for E-E-A-T, and was wrapped in JSON-LD FAQ schema so it could surface in AI-powered search as well as traditional results.
Organised an industry livestream
A panel of industry experts discussed what Mantle Vault is, what powers it and why its AUM grew so quickly. That gave a complex financial product a human face and answered doubts live, building credibility through openness in a way paid ads and press releases never could.
Results
- 5,000 live viewers for the Mantle Vault industry livestream
- 3x social media engagement against the previous campaign period, with triple-digit shares
- Mantle Vault reached 100m USDT in assets under management within 2 weeks
- 3.5% conversion rate on long-form Learn to Earn content
