The Complete Guide to Crypto Content Marketing in 2024

If you’re in the know about crypto, you already know that the market is growing at a rapid pace. With some cryptocurrencies surpassing $70,000 in market value, the overall crypto market capitalization is now $2.77 trillion. But the industry still struggles with a lack of knowledge and awareness, which is affecting adoption. Crypto content marketing addresses this unique challenge with the ability to improve understanding.

In this post, we take a closer look at how you can use content marketing for crypto companies. We break down the benefits and the best types of content to use in your cryptocurrency marketing strategy. We also show you the process of building your own content marketing strategy. Let’s get started.

 

What is Crypto Content Marketing?

Crypto content marketing is the process of strategically creating and distributing content to appeal to the crypto community. Instead of blatantly promoting your crypto product or service, you’re sharing information that helps the audience learn more about it. More specifically, you’re using content to inform and engage your target audience about cryptocurrency and blockchain. 

The idea is to elicit interest, improve understanding, and eventually nurture them into paying customers. You can use various types of content in your crypto content marketing strategy, such as: 

• Articles
• Videos
• Podcasts
• Whitepapers
• Case studies 

Why Content Marketing is Important for the Cryptocurrency Industry

The massive growth of the crypto sector spells good news for companies dealing in this space. Statista reports that user penetration will reach 10.76% in 2024, with the number of users potentially amounting to 992.50 million by 2028. 

But this growth also brings in a wave of competition. Crunchbase already has almost 10,000 companies ranked in the crypto space. So there’s a lot of noise to cut through to attract your target audience. Content marketing serves as the perfect tool to set yourself apart from the competition. It helps you reach the right crypto audience and effectively showcase the value you’re offering.

With the right content, you can address the pain points of specific crypto communities and offer relevant solutions. Additionally, quality content can be distributed to the target audience through crypto email marketing methods. You can even tell impactful stories so you can authentically connect with them.

In other words, you can use content marketing to build a strong presence so that you’re not “just another crypto company.”

For BitSpinCasino, content marketing played a central role in establishing it as the go-to destination for crypto gambling. A side project of Bitcoin.com, the goal was to build brand visibility and secure a good rank in Google Search results.

So with the help of crypto-savvy writers and editors at NinjaPromo, they put together several articles to tell the story of how BitSpinCasino was changing the online gambling scene. These articles were then strategically distributed through established news sites and crypto media outlets. 

These generated over 175 million monthly impressions through just 15 articles. The article on Investing.com alone saw 148 million monthly hits. So the company was able to gain massive publicity and appeal to the right audience.

 

The team also published original articles on the company blog and website so that Google could index them. This was necessary to rank the website in relevant Google search results. These efforts helped increase organic traffic from search by 10x.

The Advantage of Crypto Content Marketing

There’s a reason crypto leaders like Bitcoin leverage content marketing. Let’s break down the main ways you can benefit from using content marketing for cryptocurrency.

Attract and Engage the Right Audience

With crypto content marketing, you create content that appeals to the crypto community. It also involves distributing your content through leading crypto media outlets and relevant social media channels to reach the right people.

This makes crypto content marketing highly effective for raising brand awareness and growing your reach. The Content Marketing Institute (CMI) even found that 84% of B2B marketers have used content marketing to create brand awareness. That’s not all — 76% of marketers have also been able to generate demand and leads through content marketing.

Establish Trust and Credibility

Content marketing helps you showcase your expertise in the crypto space. From explanatory articles to thought leadership podcasts and informative whitepapers — there are plenty of ways to show your audience that you know what you’re talking about. By establishing yourself as a credible source of crypto information, you can build trust with the crypto community.

Plus, certain types of content, such as success stories and testimonials, can help showcase the value of your offering. So you can use them to build trust in your crypto and fintech products.

Improve Understanding

The right content helps you break down complicated topics into digestible pieces of information. This is particularly crucial for the crypto marketing sphere, which suffers from significant knowledge gaps.

You can use content to share valuable information that will improve your audience’s understanding of concepts related to crypto. Think infographics on DeFi, explainer videos for web3 and blockchain, crypto market analysis podcasts, and in-depth guides on digital currency to name a few.

Boost Conversions and Sales

When you give your audience a better understanding of the crypto market, you give them the confidence to take action. Whether this involves investing in your product or using your application, you’re driving valuable conversions and possibly even sales. The CMI study found that 58% of B2B marketers have used content marketing to generate sales and revenue.

Enhance SEO Results

As you can see from the BitSpinCasino case, content marketing directly improves your SEO. When you’re publishing well-optimized content consistently, you’re sending signals to Google to prioritize your site in relevant searches. So your content may show up prominently in the results when people conduct a search using your target keywords.

Plus, content marketing helps you attract quality backlinks from reputable websites. This boosts your credibility in the eyes of Google, helping you enhance your ranking. That’s why 59% of B2C marketers consider high-quality content to be the most effective SEO strategy, according to Forbes.

Types of Content That Resonates in the Crypto Industry

Content marketing for crypto is a lot like B2B content marketing when it comes down to the types of content that works. The crypto community appreciates high-quality informative content that guides them in making the right choices. So here’s a look at the types of content that are most effective for crypto marketing.

Educational Articles and Guides

If you’re new to the crypto scene, it’s easy to get intimidated by complex crypto concepts. That’s why educational content makes such a huge difference in marketing your crypto business. Educational articles and how-to guides help your audience gain a better understanding of the cryptocurrency market. This gives them the confidence to get involved in the crypto community or even invest in your digital product.

Coinbase has grown into a leading crypto trading platform because of their educational articles and guides. The content they produce helps them cater to all types of crypto audiences—from novices to veteran investors.

There’s a dedicated “Learn” section where you can discover tips and tricks, understand crypto basics and glossary terms, and brush up on crypto policies. More advanced traders can also find helpful resources on web3 and stay on top of the latest crypto market trends. Coinbase essentially makes it easy for potential investors to learn more about the industry and gives them the confidence to get started.

Market Analysis and Reports

Crypto investors want to make informed decisions when making an investment. So they need to stay informed on the latest crypto news, regulations, and trends shaping in the market. Detailed market reports are invaluable to crypto content marketing as they help guide investment and exchange decisions. The community values an in-depth analysis of the crypto market based on the latest patterns, changes, and regulatory updates.

Crypto.ro regularly shares in-depth analysis articles to help the audience navigate the volatile digital currency landscape. These articles provide insights from experienced analysts who combine their industry knowledge with the latest crypto news, market trends, and SEC decisions.

Case Studies and Success Stories

In a space as complex as crypto, it’s important to give your audience a sense of security to confidently choose your product. That’s why case studies and customer success stories play a crucial role in crypto content marketing. 

These types of content serve as proof of the value that your product offers. Potential clients and investors are more likely to trust the experiences of other people instead of simply relying on your claims. Plus, it helps them understand the potential use cases that may be relevant for their business. So make the most of case studies, client testimonials, and success stories as a part of your content strategy.

For instance, CoinGate uses merchant testimonials to show the benefits of their crypto payment gateway.

You can easily put together case studies using a pre-defined structure that outlines the challenges, solutions, and results. Enhance trust by including specific metrics that showcase the results you achieved.

Interviews and Expert Opinions

The crypto community closely follows the opinions and insights of experts in the space. So you can provide value to your audience through expert opinions and interviews with crypto influencers. Think of in-depth interviews, panel discussions, Q&A sessions, round-up posts, and more. This crypto influencer marketing method will help attract audiences to your expert content.

When creating expert interview content, make sure to start with a specific topic. Consider the current landscape and crypto news to pinpoint topics that people are currently paying attention to. Then work your way down to expert selection and interview questions. 

Coinbase collaborated with Bloomberg Media Studios to put together a podcast on “Evolving Money.” In each podcast episode, an expert shares their insights into the crypto and trading landscape. For instance, one episode featured Sandy Kaul, Head of Industry Advisory Services at Franklin Templeton, who explained how blockchain technology could modernize the current financial infrastructure.

Infographics and Visual Content

Visuals appeal to all sorts of audiences, making them the perfect addition to your content marketing efforts. Certain types of visual content, such as infographics, are especially effective in crypto digital marketing as they help simplify complex information. 

Infographics allow your audience to visualize complex crypto concepts and related technologies to understand them better. You can publish them on their own or even use them in your long-form articles to make them more engaging. For instance, Crypto.com includes visual tables in their guide on crypto wallets. They include several visuals to simplify the complex information in the article and make it easier to process.

Visual content is particularly effective in social media marketing for crypto. With most social media platforms being visual based, you need to make use of images and graphics to stand out. Think of high-quality original graphics, informative graphs and charts, or even creative memes. See how Kraken Pro creatively uses an existing meme template to promote trading the CLOUD token.

Video Content and Podcasts

Content with audio elements, such as podcasts and videos, is also highly effective. These types of content support in-depth explanations and discussions in a conversational format. So they’re perfect for helping people get a better understanding of your crypto product or services.

Wyzowl found that 91% of people have learned more about a product or service from watching an explainer video. Short video is also the most preferred material to learn more about a product or service. 

Testimonials, explainers, how-to guides, product demos, teasers, and promo videos are just a few examples of the types of video content you can create for crypto. For example, CoinGecko has a YouTube channel where they regularly share in-depth explanations and guides on all things crypto. This includes videos like how to avoid crypto scams, how to use certain crypto tools, or whether Ethena’s USDe is safe.

You can also share the same type of information in a podcast format. This can be an effective way to expand your reach, as there are now more than 500 million podcast listeners worldwide. Moreover, topics related to crypto are highly popular among podcast listeners in the U.S. Pew Research found that 31% of podcast listeners in the U.S. regularly listen to podcasts about money and finance. 

Companies like Bamboo regularly publish interesting episodes in their Crypto Curious podcast. These podcasts feature in-house experts who discuss market trends and analyses.

Community and Forum Engagement

The crypto community enjoys engaging with like-minded individuals. Discussions within these communities play a key role in whether a product gains popularity in the crypto space. That’s why forum discussions and community engagement are crucial for cryptocurrency content marketing.

Think of Ask Me Anything (AMA) sessions, interactive social media posts, and contests. Additionally, engagements through Discord and Telegram are also crucial for growing your crypto business. Authentically engage your audience through these methods to build a connection with them. Make sure to keep it consistent to effectively grow your community.

For instance, Damex managed to attract 600 investors for its application that uses NFTs and Damex tokens to reward users for a healthy lifestyle. The team made use of several crypto digital marketing tactics such as partnerships and PPC paid ads. They strategically designed interactive activities to engage the community. This included interactive posts, giveaways and contests, and AMA sessions. In addition, they also built Discord and Telegram channels to grow the community.

Their marketing campaign resulted in 7,000 Telegram community members and 3,200 Discord community members. Meanwhile, the giveaway generated 55,000 impressions and 110,000 actions in just two months.

Best Content Strategies for Crypto

Knowing what content to create is a great start to marketing your crypto business. Here are a few additional strategies to guide your crypto content marketing efforts.

Make Content Marketing Plan

A structured approach to content marketing helps you organize your efforts. Start with a well-defined content marketing plan tailored to the crypto industry. This plan should include a detailed breakdown of the following components:

• Your target audience: Define what the target audience looks like and specify their pain points, needs, and interests.

• Your goal: Clearly express the goal you wish to achieve through your content marketing efforts. Do you want to drive website traffic, increase adoption, boost sales, etc.?

• Content types: Make a list of the types of content you want to create. Include details about the formats and media types as well as the purpose they’ll serve. For instance, feature articles to increase brand awareness or explainer videos to improve understanding.

• Distribution channels: Specify the channels you’ll use for distributing the content. Besides your own website and blog, this may include crypto news websites, leading digital publications, and social media platforms.

• Publishing schedule: Strategically outline the timing of your content. How often will you publish specific types of posts? For example, you may publish a blog post weekly or host a podcast episode every two weeks.

Determine What Tools to Use to Promote the Content

Successful content marketing requires effectively promoting your content through the right channels. While this may seem intimidating, you can find plenty of tools to simplify the process. Here are a few tools that you can use for crypto content promotion:

• Ahrefs: To discover your competitors’ referring domains and find backlinking opportunities.

• Chainwire: To distribute crypto and blockchain news across industry-leading publications.

• Airdrop Alert: To conduct airdrops and reward crypto influencers for creating buzz around your projects.

• Bitmedia: To promote your content through paid ads across top crypto media outlets.

• Captcha.bot: To protect your Discord community against bots and spam. 

Once you figure out the types of content to create, you can get a better sense of the tools you’ll need.

Provide Valuable Insights in Your Content

One of the most effective ways to stand out in the busy crypto space is to provide something valuable and unique. Make sure to offer value through original insights that can inform and guide your target audience. This would involve insights extracted from thorough research and/or expert knowledge. Below are a few ways to provide unique and valuable insights through your content:

• Interview experts and create round-up posts on current market trends and future predictions.
• Interview a leading crypto influencer to share their insights on a relevant topic.
• Conduct surveys on the market landscape and put together in-depth reports.
• Create detailed reports with market analysis from in-house experts.
• Have in-house analysts offer their expert opinions and commentary on a trending industry topic.
• If you need more data and resources, partner with another company to collect data from multiple sources. Then create detailed reports on the crypto landscape.

Gemini has a partnership with research firm Praxis Veritas to share a twice-monthly research report called Institutional Insights.

Utilize Multimedia Content

Long-form articles may be the go-to format for most crypto companies. But you need to branch out and use other content formats to appeal to different audience segments. Certain types of audiences may mostly consume podcast content instead of reading blog posts. Meanwhile, others might prefer to learn through videos.

Diversify your content mix with different types of media, including videos, podcasts, and visuals. Consider repurposing your top-performing posts into various formats to reach a wider audience.

Optimize Content for SEO

Search is still the top source of website traffic, with crypto sites getting 45.74% of their traffic from it. So if you’re not optimizing your content for SEO, you’re missing out on the chance to attract visitors.

Start with a thorough keyword research to identify relevant, high-traffic search terms in the crypto industry. Then use these keywords to strategically optimize your website content. Include them in your title tags, meta descriptions, and headers (H1, H2, H3). This helps search engines understand what each page is about and display it to users in relevant searches. Use keyword variations naturally within the content so your page ranks even when people don’t use an exact match search term. 

Internal and external links also play a vital role in your SEO. Link to other relevant pages and posts on your site so Google can find, index, and understand them. This adds authority to important pages and helps them rank better in relevant searches.

Similarly, links to authoritative and relevant external websites give credibility to your content. It helps Google understand what your content is about so it can rank it in relevant search results.

Search engines also need structured data such as quality images with alt text, statistics, and tables to better understand your content. Plus, this type of structured data helps make your page look more appealing in relevant search results. So it could result in higher click-through, which will then boost your ranking.

Schema markups can also provide additional context to help search engines understand your content. For example, you can use article schema to provide information about an article, such as the author and publication date. See how reviews and ratings show up for the following article, making it stand out from the other results.

In addition to these efforts, make sure you’re constantly updating your old content to maintain its relevance and ranking. Update the data and information according to the most recent changes so that your content continues to offer value. 

Track Key Performance Metrics

Use various content marketing analytics tools to see how your existing efforts are paying off. Track metrics such as traffic, engagement, and conversions to measure the business impact of specific campaigns and content pieces.

Look into your Google Analytics data to see how your traffic and ranking have improved over time. Align those results with specific content marketing efforts to see what’s working and what’s not. Additionally, see if specific content pieces are contributing to your improved performance.

Go beyond your Google Analytics and check out your social media analytics data. See which posts get the most views, reach, and engagement. You can then replicate your strategies to maximize your content marketing performance further.

Current Trends in Crypto Content Marketing

Your content marketing efforts should quickly adapt to the latest changes in the crypto landscape. Considering the rapid changes the industry is experiencing, what’s effective today could easily go out of date in a few months. So it’s crucial to stay on top of the latest trends that could affect and shape your crypto content marketing efforts.

For instance, the current trend is to work with crypto evangelists are influencers to amplify reach and boost credibility. Education also continues to be a key focus in content marketing for crypto. Other trends like immersive experiences and gamification are providing new ways for marketers to engage the crypto community.

Regardless of which trend you adopt, your content should be relevant to the latest updates in the crypto market. For instance, the crypto industry is seeing an ongoing regulatory crackdown in the U.S. But this could soon change if the new administration adopts more crypto-friendly policies. You could create content sharing your prediction of the changes to expect.

Creating content that’s relevant to trending events and discussions is also crucial. For instance, see how Damex leverages Olympics-related memes during the 2024 Olympics.

Why Should You Hire an Agency to Build a Working Crypto Content Marketing Plan?

Marketing to a crypto audience requires a special kind of expertise as it involves targeting a niche community. Not to mention the resources required to adapt to the latest crypto marketing trends. You need people who can speak the crypto lingo, understand how crypto works, and address the needs of your target audience. You need to be able to create content at scale and distribute it strategically through relevant crypto channels.

That’s why it helps to work with a content marketing agency that specializes in marketing to the crypto community, such as NinjaPromo. With a team of crypto-savvy writers and editors, you can easily put together high-quality informative content pieces on crypto topics. 

You can also leverage video production and graphic design services to diversify your content mix. Our PR and Outreach team then ensures that your content reaches the right people through leading crypto media outlets. Meanwhile, our crypto SEO services will help you boost your website’s visibility in relevant crypto-related searches.

So while you focus on growing your crypto business, you can leave your entire crypto content marketing efforts to the experts. Interested to learn more? Click the button below to book a call.