Of all the ways that a crypto business might seek to market itself to consumers, content marketing might be one of the most important. It is a centuries-old tactic that has become even more extensive in the age of the internet.
A well-planned and executed crypto content marketing campaign can deliver the sort of immediate and long-term results that paid and influencer ads may struggle to do. This is because content marketing builds not just a sales pipeline but industry credibility as well. To make the most of it, we’ll break down the ins and outs of a crypto content marketing effort and how you can launch one effectively.
What is Content Marketing?
Content marketing, at its core, is the use of content to connect with new and existing consumers. Traditional marketing involves pushing the product or service directly and opting for sales. Content marketing, on the other hand, sees content of various types being pushed to consumers, but with a product or service being subtly advertised to them.
In most cases, the content being pushed has to do with the industry that the business operates in and offers benefits for the consumer. A crypto exchange, for example, could publish articles about token storage or TikToks about dealing with market volatility. On the surface, it seems like general content for the crypto consumer. But crypto trading content marketing does much more than this. By looking at this content, the customer is subtly or blatantly exposed to the exchange in question.
This is because the content is typically published on the businesses’ official channels or is sponsored by them on other platforms. As the content goes out, viewers will become more aware of the business.
Content marketing goes way beyond crypto and has existed for years. The Michelin Guide, for example, was a content marketing effort from the Michelin tyre company. The iconic children’s cartoon G.I. Joe was also created by Hasbro to drive up toy sales. They knew decades ago that creating content can create demand for products, and crypto content marketing can take a page from this book.
Benefits of Crypto Content Marketing
If you are still torn about crypto content marketing and whether to invest in it, consider some of the following benefits:
Driving Sales
One of the biggest benefits of crypto trading content marketing is that it can drive sales. Oftentimes, engaging with the content makes people aware that they need the product or service in question, and this can prompt a purchase. An insightful blog post about the benefits of margin trading might prompt a crypto investor to check out margin trading using your exchange. A video on crypto wallets might make them want to buy one from you.
This is why many pieces of crypto content marketing have direct links to products and sales pages. In many cases, a well-performing piece of content can continue to drive sales years after it has been published.
Creating Visibility
Another reason to invest in crypto content marketing is that it can help create more visibility among your audience. At any given point, there are tens of thousands of crypto projects which serve a purpose. A great way to differentiate yourself from them is to put out content that the audience resonates with.
They might not remember random crypto token number 101, but they will likely remember that very funny TikTok or a really useful blog post by a specific project. Even if they don’t immediately make a purchase, you’re already building greater visibility, which will help you in the long run.
Creating Credibility
While a lot of the benefits from crypto content marketing have to do with sales, there is also the matter of credibility. In an industry like Web3, many previous projects have dented the credibility of emerging ones, and consumers are constantly concerned that they might be getting scammed. But when you put out useful and well-done content, customers begin to see you as not just a trustworthy business but a credible one. You begin to establish yourself as an authority in your field and want to be taken seriously. This type of credibility takes quite a while to build, but can be done pretty effectively using content marketing. And in a sector like crypto, credibility can be the difference between success and failure.
Developing an Audience Connection
Few things will keep a crypto business going more than its audience having a genuine connection with it. Because consumers are so spoiled for choice, you definitely want them to care about your business on a personal level.
And a great way to do this is by giving them content they genuinely enjoy. If you have an ongoing content series that users find entertaining, helpful, or simply connect to for any reason, they are more likely to stick around and remain customers of your business. This means that as industry trends shift, more competitors enter the market, and much more, you will maintain your hold on them.
SEO Benefits
Even if creating connections or credibility with customers is not of special importance to you, you definitely want to engage in crypto trading content marketing for search engine optimization (SEO) purposes. The majority of people find webpages online by searching using various engines, and often, they don’t look beyond the first page of the results.
This means that you want to rank highly on the search engines to gain the most benefit. By putting out helpful SEO-optimized content, you rank higher on search engine results and thus can maintain a healthy online presence and bring in new customers.
How to Create a Content Marketing Strategy
Even as you are aware of the various benefits of crypto content marketing, you can’t approach it without a game plan. Simply putting out content is not a guarantee of any of these benefits. But with proper planning, it can deliver all of your expectations. Here is how to go about creating a content marketing strategy:
Decide on Your Target Audience
Putting out crypto content marketing efforts without knowing the audience you’re trying to target will rarely yield positive results. Like any other marketing effort, you need to know what audience you are trying to reach so that you can do so effectively.
Ask yourself what gender you are targeting, what age demographic, what geographical locations, what interests, and much more. When you build consumer profiles, you can ask yourself what type of content this person will be drawn to and will find useful. This will then guide your other crypto content marketing decisions.
Choose Your Platforms
After deciding what audience you want to target, you have to find the right platforms to reach them. If the audience you’re targeting is keen on written content, you want to put out a blog post. If you’re targeting a certain audience who is active on Twitter or TikTok, you need to produce content for those platforms specifically.
Always remember that you have to go to the audience with your content and convince them to come to you instead. Thankfully, finding out the platforms your core audience will be drawn to is pretty easy. By looking at the demographic profile, you can take an educated guess of what platforms they are most likely to use and thus, where you should direct your efforts.
Choose Your Content Medium
While you might already know the platform you want to market through, you also have to be aware of the medium you will use. Take Twitter/X for example. If you’re targeting an audience there, you might choose to do in-depth Twitter threads that establish you as an authority in your field, or you could go for videos or pictures, which also perform well on the platform.
When you choose the platform you want to market through, consider the different content mediums and see which ones audiences respond to most and which are most common within your audience. Once you know the content medium you are working with, your efforts can be more intentional.
Create Value
It’s not enough to simply put out any content; whatever you are publishing has to have value for the audience to keep them coming back. If you’re doing Twitter threads, for example, every reader should walk away feeling like they have learnt something new and have been better for the experience. If you’re putting out video content, then the audience should walk away entertained as well as informed.
Content that doesn’t offer value, regardless of the platform or the medium, will not do well long-term, and so, every piece of content has to be created with intention. You can reach out to an agency or a freelancer to design the content for you to optimize for efficiency, but either way, the value has to exist.
Apply Promotional Tactics
The good thing about many of the platforms you can use for putting out crypto content marketing efforts is that there are also tools to boost the visibility and performance of the content. If you’re putting out content on Twitter, for example, you can use hashtags and even paid ads to get it seen by more people.
On platforms like TikTok and Instagram, you can use trending audio, geotags, hashtags, and much more. If you’re putting out a blog post, you want to use various SEO tactics to make sure it is seen by as many people as possible. Make sure you do this at every point to maximize your results.
Be Consistent
Content marketing is not a silver bullet that will earn you millions of dollars overnight. A brand image and a solid customer base cannot be done in a single blog post or a video. Create a schedule for your crypto content marketing efforts and make sure you stick to it. It is better to consistently put out one piece of content a week than to do so sporadically, as the algorithm will penalize you for this. There are also various tools to help with consistency, such as Later.com and Hootsuite, that will put out posts as needed.
Conclusion
Crypto content marketing is one of the most important ways to get yourself seen in the modern age and should be embraced by businesses of all kinds. Whether you’re putting up blog posts that would drive traffic for years to come or the next trending TikTok video, the sky is the limit. Consider some of the steps we’ve outlined in this article, and feel free to reach out to us for support regarding your crypto content marketing campaigns.
