Arslanian Media Group

Henri Arslanian, a recognized thought leader in crypto and finance, had the credentials: three best-selling books, a TEDx speaker résumé, and over half a million LinkedIn followers. He was the kind of expert most brands dream of aligning with. But his audience was slipping, and while his authority was still strong, his relevance–the spark that drives new audiences to care and existing ones to stay loyal–was waning. The issues wasn’t volume, it was resonance. His content had become informative, but predictable.

We refreshed Henri's content pillars to better align with the emotional motivations of his audience—curiosity, trust, and belonging—while preserving his voice of authority.

We expanded Henri's presence beyond the expected channels, crafting a multi-dimensional approach that revealed not just his insights, but his perspective.
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First, we activated high-intimacy formats – short-form educational videos and direct messaging strategies that showcased the person behind the expertise. This allowed audiences to connect with Henri's thought process and worldview, not just his conclusions.

Then we engineered a complete audience evolution strategy, transforming his digital presence from content creation to community cultivation. This wasn't merely about where Henri published – it was about fundamentally rewiring how his insights reached and resonated with different audience segments.
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By strategically mapping content to the specific emotional drivers of each platform and audience, we evolved his commentary into true thought leadership assets that generated both trust and measurable conversion. The approach shifted Henri from being a voice that audiences respected to becoming a presence they actively sought out.

With new channels and philosophies established, and Henri’s relevance reignited, we set our sights on the next goal: revenue.

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We identified five major- and micro-content streams that build off one another to maximize impact while minimizing production inefficiencies. These new streams were designed to create content that could be consumed however Henri’s audience chooses: short-form or long-form, read or heard, snapshot or deep dive.

With Henri's revitalized platform driving new revenue streams and deeper audience engagement, we identified the rare opportunity that most experts overlook: the bridge between institutional authority and cultural impact.
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While crypto commentators chased headlines, Henri's authentic passion for financial literacy presented a chance to transform his professional credibility into something far more significant – a legacy that would span generations.

This wasn't just about expanding his audience; it was about extending his influence from boardrooms to living rooms, creating intellectual heritage that would shape how the next generation understands money in a digital age. Introducing Decoding Crypto with Henri & Hodler.