Post | 11 minutes
6 Jun 2020
6 Jun 2020
Blockchain PR the Definitive Guide 2020
This Blockchain PR guide is by far the most valuable piece of content I have ever written.
In this article, I take the experience I have gained over the last four years of dealing with digital and blockchain marketing, working with more than 50 clients from all over the world.
I put it all into one, summarised, easy to understand guide. The goal of this guide is to teach you everything you need to know about Blockchain PR and Blockchain marketing.
The guide is divided into a few chapters:
In this guide I will show you real use cases of blockchain PR from around the web and will explore the pros and cons of each article.
To better understand what Blockchain PR is we first need to discuss about the difference of Blockchain PR to other PR methods.
PR is something you see everywhere. You probably seen it so much that at one point you stopped paying attention to it.
For those of you who don’t know, It’s common to split PR into two categories, Traditional PR and Digital PR.
Traditional PR focus mostly traditional channels (brilliant answer right?) Traditional channels can be TV, Radio, Printed publications etc.
With the rise of giant tech companies like Google and Facebook, Digital became the most common way for companies.
Digital PR focus on different social medias, blogs, online news sites, influencers marketing and more others.
In the last few years with the ICO boom in 2017, and new kind of PR involved. We call it Blockchain PR.
Blockchain PR is the art of creating buzz and brand awareness around a blockchain project, using creative methods and strategies.
The reason Blockchain PR is so challenging is the fact blockchain companies can’t run PPC campaigns on many social networks, making the competition and the PR pricing way higher than digital PR for non-blockchain companies.
Imagine you have hired a content writer, given then an idea of what you want the article to be about, and what to say about your company.
You have spent time and energy doing all those things.
Then the article gets published, and the only one who shares it is your team.
This is the reality of 99% of the companies who create their own content.
Buzzsumo found that the median shares of articles have fallen from 8 in 2015 to just 4 in 2017.
In 2019, Dean and BuzzSumo reviewed 912 million blog posts and discovered that:
“Long-form content gets an average of 77.2% more links than short articles. Therefore, long-form content appears to be ideal for backlink acquisition.”
At GuerrillaBuzz we have written and promoted thousands of articles over the years and I believe it gave me a better understanding of which content works and which doesn’t.
Many factors will determine if your content will get shares, and if it will achieve the purpose it was made for.
Don’t just write an article because it’s on your checklist. Think about what to write and how your target audience will benefit from reading it.
Have you ever walked into a Nike store, and the person who worked there pitched to you why Nike is the best company in the whole world?
The answer is absolutely NOT.
But when new clients approach us and I check the PR they launched have till that moment, I’m surprised to see how companies don’t understand this concept.
When you read an article, you don’t want anyone to sell you anything. Instead, it is your opportunity to shine. The reader is already inside an article written by you (or for you), and by giving them valuable information, you can gain the readers’ trust.
Longer content usually gets more shares and backlinks. But it depends on the context.
A 10,000 words article on a news site that usually writes about scoops (short pieces in its nature) won’t belong to that domain. In your blog, an in-depth article with the right focus keywords is more likely to get shares/backlinks than a short one.
The modern world has brought ADHD to most of us. People rarely read the whole paragraph and look for the most essential parts of the article.
This behavior has made readers negative towards long paragraph articles without images and links.
One of the goals of your blockchain PR campaign is to keep the readers in the article for as long as possible.
By writing an article with short-medium paragraphs, choose the right images, and even inserting some emotions into the article, you will increase the chance your readers will do what they do the worst, keep reading!
Your target audience sees many different articles and ads every day. The average modern person is exposed to around 5,000 ads per day.
That’s a lot. In a world where everyone wants to sell you something, your title should catch the eye of your target audience, without making it clickbait.
The problem with clickbait titles is basically everything. You lie to your readers so they will enter the article. After they do, in most cases, the content doesn’t justify the excitement made by the title and then users just leave.
So when it comes to the title, you want to make sure that it’s attractive but realistic, it can bring valuable information, but don’t reveal everything to ensure the user wants to read more.
“Love is like money… hard to find, easy to lose.” — Ally Mbululo
When it comes to blockchain PR, one of the first questions I get from our clients is: How much does it cost?
The answer: It depends.
You will probably find this answer annoying, but it does depend on many factors.
Assuming you have $6,000/month to spend on your blockchain PR campaign (keep in mind, the amounts are usually at least x10 more than the amount I mentioned) Let’s run two scenarios:
When it comes to PR, everyone wants to get mentioned and be seen on large publications, that makes sense.
If your target audience sees you on CoinTelegraph or Forbes, you gain credibility, and your message becomes more trustworthy.
Assuming you have $5000 per month for your blockchain PR campaign.
One PR article on CoinTelegraph costs around $3000. On Forbes, many freelancers sell backlinks/mentions for around $1700
The problem with those backlinks is that they are likely to get removed by the editors, and many times they are done in an unprofessional manner.
So we launched an article on two large publications, paying almost $5000. Adding your writer costs, and we have reached our monthly budget.
There are dozens of medium size news sites that are suitable for your blockchain PR campaign. They might not have millions of views like Forbes, but the target audience there is extremely relevant for your IEO/ICO/STO. Launching your article on a medium-size publication can cost you, on average, from 300-700 dollars, depending on the popularity of the site. Unlike Forbes & other large publications that generate dozens of articles per day on an array of different subjects, medium-size publications usually release only a few articles per day, giving each article more time in the “spotlight”.
But like everything in life, you need to find the balance:
When it comes to Blockchain PR, the best results can be achieved by launching a PR campaign that includes large publications and Medium ones aswell.
So why so many companies who launch blockchain PR campaigns that include large and medium publications are not achieving their goals? That’s precisely what we going to discuss in the next chapter.
So you’ve launched your PR campaign on large and medium publications, you’ve spent thousands of dollars per month, and you still feel like you’re in the same spot. Cheer up.
You’re not alone. In 2017 when I worked with many different crypto projects, the ICO marketing campaigns were shorter.
We could launch a PR campaign for 3–4 months, and because of the hype around cryptocurrencies and ICOs, projects could run relatively fast fundraising and reach their hard-cap.
The Times They Are a-Changin’ — Bob Dylan
In 2018 the ICO bubble burst and the crypto community became wiser.
Few companies who betrayed their investors put a red mark over all the blockchain industry.
In addition, Google, Facebook, and other social networks decided to ban ads related to cryptocurrencies and ICOs.
All of the above made it extremely difficult to run a marketing campaign for a blockchain company.
But when one door closes, another opens. The ban on Google and Facebook pushed blockchain companies to focus more on the crypto communities. Bitcointalk, Reddit, and Steemit were a great solution.
By getting your PR article submitted to Reddit, Bitcointalk, Steemit, and more crypto communities, you could increase the reach of each article significantly.
Sound great, right?
Well, most of the companies failed to push their content on those communities, making it even more challenging to run the blockchain PR campaign.
In short, the people in those communities are smart.
They know how to sense when a company is trying to sell them something.
And when they sense something is wrong, they warn the community to gain respect.
Here’s an informative graphic about Who Uses Bitcoin 
On the other hand, a great project, can get the support of the community and gain an enormous buzz around its brand.
Companies that fail to define their target are not delivering the right message.
Most of the crypto traders and investors are males between the age of 25–34. We are speaking about millennials with a passion for tech and innovation.
Pros Tip: Community members can sense promoted content. You need to stop thinking like you run a promotion and start feeling like you’re part of the crypto community you’re launching your campaign at.
The main reason most of the Blockchain companies don’t pay attention to SEO is that they only have a short time to create a large amount of buzz (ICOs/STOs/IEOs).
Imagine this: Your PR article is on fire.
Getting hundred of views and driving traffic into your site. But the day after, it’s all gone.
Give a Man a 100$ for PPC campaign, and You Feed Him for a Day. Teach a Man To SEO, and You Feed Him for a Lifetime.
Creating blockchain PR with SEO in mind will help you to step up your game, provide you traffic to your site over time, and improve your branding.
According to Moz:
SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
My advice to you is simple: Focus on SEO from day one. Whenever it’s in blog or PR article, try to ask your self these questions: Will this content get ranked?
If the answer is YES, in which search terms?
If the answer is NO, what can you do to make it rank?
What do I want to achieve from this content? SEO is not only about traffic. It’s about presence.
Being there when your target audience is looking for an answer and gaining authority within your niche. When you work on a new piece of content, think about what you want to get from it.
GuerrillaBuzz, for example, is a creative Blockchain marketing and PR agency.
Still, you will be able to find us ranked 1st place on Google in many different search terms that are less related to our capabilities.
How to launch an STO brought us thousand of views and many leads over the last year.
We are not providing that kind of service, but we have partners who do.
But that’s not the point here.
The point is that we write a lot of content that’s related in one way or another to our target audience. In this case, we might not have STO launch services, but companies who do look for these kinds of facilities at some point will need a blockchain marketing campaign.
These companies are more likely to remember our brand because we are bringing free value to our potential customers all the time.
If your company has been up and running for a while and you didn’t pay any attention to SEO, it’s not too late. Start by understanding where your company stands in regards to SEO. – What keywords do you rank for? – How many backlinks does your site have? What quality are they? Do they come from relevant, reliable sources?
After running keyword research and better understanding your current situation, you should also know what is the keyword you want your site to rank for or if there any keywords that have already ranked and you want to improve their position.
When it comes to the Blockchain PR campaign, if your company is already being featured on a high authority site, make sure every time you get featured, counts. Ask the journalist to create a backlink for potential keywords. F
or those of you who aren’t familiar with backlinks and the importance of it to your domain, here’s a short explanation by Moz
When it comes to PR, the word ‘KPI’ is always mentioned in any conversation with a new client. According to Wikipedia:
Key Performance Indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity (such as projects, programs, products, and other initiatives) in which it engages.
In a PPC campaign, everything is measurable. Google, Facebook, and other similar sites created such a great platform that as a company owner you can know that when you invest x amount of dollars into ads campaign, you can get 1.5x in return.
In a PR campaign, this is not the case.
When you launch an article on Forbes that costs you $10,000, how can you know what the impact of this article has?
If the article brought you only 50 views, is that the only KPI?
What about brand awareness, and the authority that your company gained from being featured on Forbes?
It’s much more difficult to measure those things, and that’s what makes the KPI’s in a PR campaign somewhat a grey area. When it comes to Blockchain PR, things are getting even more complicated!
There are time pressures and dozens of social media channels you need to focus on. In many of those channels, understanding the KPI’s is hard.
Take Reddit, for instance. Let’s look now at /r/cryptocurrency front page.
The 2nd top post this week is a PR article from CoinTelegraph
The post received more than 1200 upvotes and almost 150 comments
But what’s the impact of this post?
Let’s dig into it:
For some reason it shows only two engagements on Reddit, in reality only on Reddit this article received more than 1200 upvotes The after effect, when a post becomes viral on Reddit, is insane. The article received dozens of backlinks, tweets, and shares.
Now let’s compare it to another blockchain PR article about the same announcement that wasn’t distributed on Reddit.
As you can see here, the buzz this article generated is nothing compared to the one that went viral on Reddit. When running a blockchain PR campaign, it’s important to maximize your reach and distribute the content on different social media.