Crypto content marketing: strategy, tactics & trends

What is crypto content marketing?

Crypto content marketing distributes helpful information about blockchain technology, decentralized finance (DeFi), digital currencies, and other complex crypto concepts.

But take note: you must create content around what people actually search for. That’s the challenge.

In a nutshell, you must address these important questions:

• What crypto keywords target the current pain points in the crypto industry?
• How can I tell the story of my brand while doing SEO for crypto?
• How can I make engaging content that’s specific for each platform (Google, social media, Web3)?

The buck doesn’t stop there, though. Creating educational content is more than just the content itself. You should also think of making it easily accessible to everyone in the crypto space.

Do you have a fast-loading website? Did you update your business information on Google and social media platforms?

We don’t want to overwhelm you, of course. That’s why crypto companies work with technical SEO services to manage the technical side of their online visibility.

Build Trust Through Crypto Content

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Why content marketing matters for crypto businesses

According to HubSpot, the marketing industry is shifting more towards “creating content that reflects your brand’s values.” This is exactly what you’re aiming for through your crypto marketing efforts.

In the crypto space, content marketing efforts make a difference in these areas:

• Build trust in a skeptical market. Creating education content consistently signals expertise and reliability. The keyword here is consistency, which is something you must aim for.
• Navigate through advertising regulations. Since it’s still a sensitive topic for many, you have to overcome restrictions in your cryptocurrency advertising This is important when using paid ads on Google or collaborating with crypto influencers in social media.
• Gain organic traffic on high-intent, relevant keywords. Target high-intent keywords like “how to use a multi-signature wallet” or “how to buy crypto with PayPal”. These keywords are used by crypto users who are ready to adopt a solution or product.
• Engage with your community genuinely and authentically. Your crypto audience doesn’t want bot replies and purely AI-generated content. Content creation should target real pain points through real content.
• Address content gaps in the crypto space. Yes, the market is already saturated with competitors. But there’s content, especially currently trending ones, that they haven’t touched yet. This is where you can use tools like the Ahrefs Content Gap Tool or the Semrush Keyword Gap Tool.

The reality is there’s still an educational barrier in the crypto world. You might have a great crypto product, but people still need to understand what it does, from the ground up.

To ensure that you have the right approach, you can work with reputable content marketing services. This way, you’re confident that your crypto content will reach a broader audience.

Key elements of a strong crypto content strategy

When brainstorming for your crypto marketing strategies, there are crypto-specific elements you must consider. These will help you reach your target audience and reel in potential investors to your product.

Audience research

Who are you writing for? Does your product cater more to individual crypto users or is it a solution for enterprise companies? You must do some groundwork to make your content creation and community engagement work.

• Pinpoint your target market. Is it retail users, web or app developers, or investors?
• Learn their needs through surveys and social listening tools. More than checking market trends, why don’t you leverage direct engagement with your target audience? Conduct surveys to get user feedback, or use social listening tools like Brandwatch or Sprout Social.

Keyword strategy

Strike a balance between educating your target audience and reeling them in to your product. A balanced keyword strategy could help you do just that.

• Mix educational queries and transactional keywords. For example, this long-tail keyword, “how to use PayPal to buy Bitcoin”. You’re educating your audience while also targeting their intent to buy Bitcoin.
• Use tools to help with your keyword research. Leverage Google Keyword Planner for your paid ads on search engines. For organic content, identify high-intent crypto terms using Google Trends or paid tools like Ahrefs.

Content formats

You can’t just rely on long-form articles to become one of the reputable crypto websites in the industry. You can’t just put up short-burst news articles, either.

The key is to diversify your content formats so as not to exhaust potential users.

• Informative blog posts and step-by-step guides to build your authority in search engines.
• Case studies and testimonials to show how reliable your crypto product is.
• Videos and infographics for digestible content on social media platforms like Facebook, Instagram, and X.
• AMAs (Ask Me Anything) livestreams for direct conversations with your audience.

Distribution of materials

Wait, does it mean that you can’t use your existing long-form website content for social media marketing? Yes and no.

No, you can’t just copy-paste long-form articles into your social media accounts. Leveraging social media platforms isn’t about that.

What you can do is to repurpose these articles into engaging social media posts. Here’s how you can do it:

• First, pick your top articles. Check your search engine rankings and see which blog posts are gaining the most website traffic. You can use a free tool like Google Analytics to check your top-performing keywords and educational resources.
• Next, grab important quotes, stats, or tips from those articles. You could repurpose 5-10 posts from a single article.
• Repurpose them into polls, videos, and infographics. This is where you need to get your creative juices going. Add captions and have your graphic designer create a visually appealing post.

Search Engine Optimization (SEO)

If you could see this data from The Block, you’ll see that the Google search volume for “Bitcoin” remains steady throughout the year. What does this mean?

Even with the presence of social channels and Web3 platforms, the crypto community still relies on Google for its questions. That’s why businesses collaborate with crypto SEO agency services to maximize their visibility on Google.

The goal is to make your content easy for search engines to find and rank. Here are several aspects that you can easily optimize on your end:

• Use headers (H1, H2, H3, etc.), meta tags, and alt text. These easy optimizations are crucial in helping search engines categorize your content.
• Add relevant internal links, ideally in the middle of your content. Encourage visitors to engage more with your website by linking internally to your top-performing pages. The more relevant the internal link is, the more likely that they’ll click on it.
• Prioritize mobile responsiveness. You don’t need stats to know that the average person uses smartphones to search for what they need on Google. Use tools like BrowserStack and PageSpeed Insights to test your website’s mobile responsiveness and compatibility.

Link and authority support

Do you want to increase your search rankings? One of the most important ranking factors is getting high-quality backlinks. This is particularly true for crypto marketers.

Backlinks act as trust signals from other relevant websites, essentially saying that they rely on your website for helpful content. If you’re establishing credibility in the market, a white-hat link-building strategy can boost your efforts.

• The key to crypto link building is still content. Investing your efforts in producing valuable content will eventually attract the attention of relevant publications. They’ll naturally refer and link to your helpful content.
• Reach out to reputable media outlets and crypto bloggers. Create a unique value proposition and pitch it to crypto-specific directories, news outlets, and bloggers. This jumpstarts your PR link building efforts, which could drastically increase your crypto brand’s authority.

Best practices for crypto content marketing

Now, you know which bases to cover in developing your crypto marketing strategies. Your next goal is to consistently roll out high-quality content.

But how do you sustain this high level of crypto marketing campaigns? Our crypto marketing experts curated a list of the best practices in the industry:

• First of all, always exercise regulatory compliance. Avoid misleading claims and overhyping your product. For instance, crypto social media marketing platforms strictly require disclaimers on crypto advertisements. This includes crypto influencer marketing campaigns as well.
• Invest in a successful influencer marketing strategy. According to Statista, influencer marketing efforts could reach a market volume of $56.3 billion by 2029. Influencer partnerships allow you to reach the same niche audience, that’s if you partner with the right influencer. Ensure that you work with influencers who have a niche audience in cryptocurrency, finance, financial technology (FinTech), and digital assets.
• Introduce new content (and formats). You have to diversify as much as possible. Writing long-form content is good, but visual storytelling can also increase social media engagement. This will keep your audience on their toes.
• Stay away from spammy link building tactics. Never take shortcuts in acquiring crypto backlinks. You might be enticed to engage in spammy link exchanges or Private Blog Networks (PBNs), but don’t fall into this trap. This could eventually put your crypto SEO efforts to waste.

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Measuring success & metrics to watch

Crypto projects cannot perfect their content marketing efforts overnight. But there are Key Performance Indicators (KPIs) that will help you get there, one step at a time.

We created a chart that categorizes specific metrics in your marketing strategy. Take a look:

The future of crypto content marketing

In the near future, technology will play a huge role in crypto content marketing. Adopting decentralized tools might become a requirement for building relationships with users and reeling in potential investors.

That, and a whole lot more to expect:

• Using AI and generative content to your advantage. People are asking, “Will AI replace human writers?” No, of course not. But AI can analyze massive amounts of data that could make your writing process easier.
• Optimizing for conversational search. More users will be using hands-free, voice search when they have questions. You can prepare for this through clear headings, FAQs, and step-by-step explanations of crypto-related keywords.
• Publish content on Web3 platforms. Projects in the crypto space are already experimenting with publishing content directly to the blockchain. Some of this content is token-gated, which unlocks exclusive content for users with a specific token or NFT. This could increase brand loyalty to your crypto project.
• Invest in community-driven content. User-generated content (UGC) on community channels like Discord could be your best source of engagement. If you monitor user behavior, they might engage more in activities where they could actively participate and create content.

With these possibilities lining up, how can you future-proof your content strategy in the dynamic world of cryptocurrency? That’s what we’re going to talk about next.

Let’s Elevate Your Crypto Strategy

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How Fortis Media helps crypto brands succeed with content marketing

We mentioned future-proofing your crypto marketing strategy. This is where full-service search marketing agencies like Fortis Media can be your advantage.

We’re trusted by more than a hundred companies worldwide, while having a 92% retention rate. This is a testament to our expertise in crypto, iGaming, and fintech SEO.

How do we do this? We’re big on driving sustainable growth through a data-focused approach.

From keyword research to content delivery, we make real-time adjustments that help sustain your visibility in the crypto community.

If you want to learn more, contact us today to get a free, detailed proposal.