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TL;DR:

I turned education into a conversion engine in 12 months, driving a 45% increase in .eth renewals (Q3) and a 67% lift in video engagement. I specialize in building and scaling Web3 companies through Growth & Marketing.

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<aside> 👋 Hey there! I'm Wes Deacon, and I lead Social & Content Marketing at ENS. As a Growth Leader in the Web3 space, I believe adoption is driven by clear education and scalable systems. Which imo, happens through lively content that is visual… days of static content is over.

This case study details a strategic content pivot: Recognizing that nearly half of our support tickets were educational, I designed an AI-augmented content strategy to solve this friction point and expand the ENS ecosystem.

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1. The Challenge: Eliminating Friction & Proving Value

Customer support tickets revealed a significant pain point: nearly half of all tickets were from users needing basic "how-to" guides on core ENS actions (registering, changing owners, etc.).

The Growth team needed to:

Address this education gap with highly scannable, visual content. Which included a complete rework of historical strategy, and a fully functional content calendar.
Provide real-world examples of ENS integrations with partners like Uniswap to show tangible value.

2. The Solution: AI-Augmented Visual Content Strategy

I led a content strategy that focused on high-leverage assets to solve user education problems:

Content Production: Wrote and oversaw the production of 16 new blog posts and 15 tutorials aimed at addressing user friction and expanding awareness.
Ecosystem Proof: Assisted the launch of five new integration case studies (including Base, Uniswap, GoDaddy, and PayPal). These case studies alone drove over 8,000 visits to the ENS Ecosystem page.

Image 12-2-25 at 4.36 PM.jpeg

Visual Education: Emphasized visual tutorials on social platforms to help users understand all ENS features.

https://x.com/ensdomains/status/1983942431747010826/video/1

AI-Native Workflow: Utilized generative AI (e.g., Perplexity/OpenAI) for rapid first drafts and outlines to accelerate the content production process.

3. Quantifiable Results: Driving Conversion & Engagement

The content strategy directly contributed to significant growth indicators in Q3 2025:

User Retention (Renewals): Q3 saw 90,204 .eth renewals, representing an increase of 45% from Q2. This growth suggests successful user education on key features like the renewal process.
Video Engagement: Video views on X/Social increased by 67% (26.1K views total), and media views were up 61% (32.3K total), indicating success with visual tutorials.
Community Growth: X followers (@ensdomains) grew 12.1% in three months, primarily driven by a 64%increase in likes and a 46% increase in profile visits.