As the Ethereum ecosystem matures, so do the expectations for how projects communicate. At the intersection of infrastructure, branding, and community-building stands Austin Heaton, Head of Content at Rise, a company providing global payroll and compliance solutions for Web3-native teams.
At ETH Belgrade, Heaton discussed the evolution of content in the decentralized world, what founders often get wrong, and why storytelling still matters just as much as technology.
How Rise Supports Global Teams
Rise handles international payroll and compliance. That might sound unexciting, but in Web3 it’s essential. We give teams the ability to pay in fiat or crypto, and contractors can withdraw however they choose. No one’s forced into a rigid system. You can live anywhere, work with anyone, and get paid quickly, easily, and on your own terms.
Storytelling and Context in Web3 Content
When someone asks what we do, I don’t lead with technical terms. I’ll say: “Imagine you’re a company, and I’m a contractor.” We walk through it together, it becomes real. That approach helps people visualize the solution, rather than me dumping a pitch on them. They internalize the idea because they arrive at the conclusion themselves.
Platform Strategies for Web3 Brands in 2025
LinkedIn is our top platform, no question. And yet, a lot of Web3 teams still avoid it. They see it as “Web2” and stick to X, but that’s a mistake. If you’re not on LinkedIn, you’re missing out. especially in B2B.
X is still relevant, especially for distribution. But Twitter threads today need more substance. You can’t just post text: you need images, examples, and depth. That’s how you get attention and trust.
Authenticity and Narrative Control
Transparency doesn’t mean chaos. When we hit new records, I post about them. That’s not bragging; it’s proof of momentum. And when something’s not going right, you don’t need to write a thread about every problem. Instead, ask a question, share a lesson, or open up a conversation. It’s about engaging the community without losing strategic focus.
Common Content Mistakes by Founders
The two biggest issues are: 1) they don’t publish enough on their company blog, and 2) the founders themselves are silent. That’s a problem. In Web3, people follow people. If your founder never posts on X or LinkedIn, it’s hard to build trust.
Founder-led content consistently performs better. You could post the exact same message on a brand account and get one like but post it from the founder’s personal account, and it gets 200. It’s not just about content; it’s about who it’s coming from.
Narratives and Trends Deserving More Attention
Two in particular: decentralized identity and stablecoins.
Decentralized identity is going to touch every part of this space: and even outside of crypto. Traditional companies are already exploring it. It’ll be foundational.
Stablecoins, on the other hand, are the most obvious yet most underrated tool in fintech. I say this all the time: in 5 to 10 years, no serious fintech or bank will operate without a stablecoin strategy. They’re critical for payments, lending, and even as alternatives to savings accounts.
The Value of Community Events Like Ethereum Belgrade
Events like this are essential. You can only get so far online, and at some point, you need to meet people. A good conference gives you a year’s worth of leads in three days. One conversation can replace weeks of emails. And beyond the business value, it’s about building real, in-person community. Everyone says they have a “community” on Discord or Telegram: but can you bring that community together in real life? That’s what matters.
The post Rise’s Austin Heaton Discusses Storytelling, Authenticity, and the Future of Content in Web3 appeared first on BeInCrypto.
