Marketing for Crypto Companies: How Many Blogs Remain Active?

The study was prompted by a notable observation: many crypto companies do not devote adequate attention to long-term marketing, aiming merely to generate short-term hype to quickly draw in audiences and boost token sales. While effective in the short run, this approach often leads to a decline in traffic, user engagement, and consistent communication with both community members and investors over time. This could potentially culminate in the project's closure.

Hence, it is crucial to formulate and adhere to a distinct marketing strategy from the get-go, one that involves producing high-quality content, effectively utilizing keywords, and implementing advertising strategies. While it might be challenging with a limited budget, a well-defined plan can ensure promising long-term prospects.

Since the start of the year, over a third (35.8%) of crypto companies have not posted any updates in their blogs. This statistic implies that they either face financial constraints or intentionally neglect this aspect, shifting all communications to social media instead. Prominent projects like Tron, Dai, or Curve, which abandoned their blogs years ago, are examples of this trend.

The theory about inadequate funding finds partial support in data from Deloitte, which indicates that the average lifespan of a crypto project is less than a year. During this period, they may not have the time to analyze the market, gather vital statistics, or develop a robust strategy. Therefore, companies that consistently maintain their blogs and have survived for several years can be deemed more stable and reliable.

Medium, an open-ended publishing platform, permits the effortless establishment of personal blogs sans technical expertise, whilst opening the gates to an expansive readership. Since 2017, cryptographic ventures have enthusiastically embraced this platform, a year defined by a cascade of Initial Coin Offerings (ICOs), each endeavoring to showcase their distinct business frameworks and intricate technical dossiers.

At present, a formidable 84.8% of the most frequented blogs find their home on Medium. Yet, through the lens of marketing, reliance on an external platform should never supersede the primary choice but rather serve as a conduit to lure new users. In due course, the team should strive to channel traffic directly to their native site, circumventing intermediaries.

Such analytical studies lucidly highlight the tendency amongst an array of cryptographic initiatives to neglect the construction of a holistic global marketing strategy. Adding to this, a scant 10.4% of firms harness their primary domain for the pursuit of blogging, whilst the majority continue to populate third-party platforms, notably Medium, frequently undermining their performance indices.