What We Learned from Analyzing the Blogs of the Top 1000 Crypto Projects

Over the past few years, I have conducted extensive research on hundreds of companies in the cryptocurrency sector on behalf of our clients. This research has provided valuable insights into the factors that contribute to a company's success in the industry and how companies can improve their marketing and public relations strategies.

The analysis included top players like Coinbase and Binance, whose approaches offer a wealth of inspiration for other organizations. However, upon reflecting on the research, it became clear that many crypto companies do not prioritize strong marketing foundations. Instead, their efforts center around generating hype for their token sales, opting for short-lived growth spurts rather than fostering sustainable organic growth.

Most times, the traffic to a crypto company that focuses its marketing campaign only on creating hype will look like this:

In contrast, a company that concentrates on building solid foundations and runs a proper marketing campaign that focuses on high-quality and unique content creation will have traffic that looks more like this:

This observation led our team to a more in-depth study, supported by concrete data.

The primary objective of this research is to emphasize the importance of strategic marketing investments for companies in the crypto space. By adopting effective marketing strategies, these companies will not only attract the attention of serious investors but also become more resilient to market fluctuations.

A strong foundation in organic traffic will enable them to continue expanding their community and attract investors, even when faced with limited PR budgets or difficult market conditions, ultimately strengthening their market position.

Research Objectives#

To gain a comprehensive understanding of the blogging landscape among the top 1000 cryptocurrency companies, this research article aims to accomplish the following objectives:

• Identify how many of the top 1000 cryptocurrency companies have a blog.
• Determine how many of these companies consistently write and publish content.
• Examine the number of articles published by these companies within a specific year.

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Methodology#

Our research methodology, while straightforward, was labor-intensive. We manually examined each of the top 1000 projects listed on CoinGecko. Our process involved the following steps:

• Inspecting each website to see if it had a blog
• Determining if the blog was located on the root domain or a subdomain (e.g., blog.domainname.com)
• For websites with blogs, assessing the number of articles published within recent years

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The Data We Used#

Here's a quick look at the blogging habits of the top 50 crypto companies from our study of 1000 of them:

Note I: In our analysis, we observed that various crypto projects label their blog sections as Lab, Resource, Knowledge Center, or even News Section, despite primarily featuring blog articles. For the purpose of this study, we have considered these sections as blogs.

Note II: The data presented in this article was collected and verified in April 2023.

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Key Findings

• Out of the 1000 top crypto projects, 35.8% didn't publish a single article on their site in 2023.
• Only 49.7% of the 1000 top crypto projects posted 2+ articles in 2023.
• 84.8% of the top 1000 crypto projects host their blogs on Medium.
• Only 10.4% of projects have a blog on their main domain.
• 4.7% of projects don't have any kind of blog (on Medium or on their main domain).

Diving into the Findings

To gain a deeper understanding of our research findings, let's take a closer look at the logic behind some of them:

Most crypto projects host their blogs on Medium

Our research revealed that a striking 84.8% of the top 1000 crypto projects choose to host their blogs on Medium. But what motivates this widespread adoption of the platform?

Back in 2017, when I first entered the crypto market, Medium was already a popular blogging platform among crypto projects. What makes this platform unique to the crypto ecosystem is its widespread adoption among crypto companies. This trend can be attributed to the ICO boom, where thousands of projects emerged, many with nothing more than a one-page website, a whitepaper, and lofty promises of a tech revolution.

For companies seeking to market their blockchain projects, creating content was an essential part of their marketing campaign. Medium provided a simple and fast solution for publishing content without the hassle of creating a new blog from scratch. Its user-friendly interface made it an easy choice for companies looking for a quick and easy way to get their content live.

Although Medium has become the go-to blogging platform for most crypto projects, this may not necessarily be a smart choice for the long-term growth of these companies. Many of these projects were focused on generating hype and attracting investors quickly, rather than considering long-term marketing factors like SEO and online presence.

By relying on Medium's platform, these companies are essentially boosting Medium's traffic and growth instead of their own. While Medium's excellent on-page SEO capabilities and high domain authority may have made it an easy choice for crypto companies seeking to generate buzz quickly, this focus on short-term gains may not be sustainable in the long run.

It remains to be seen whether crypto companies will begin prioritizing long-term marketing strategies and building their own online presence, rather than relying on platforms like Medium. However, for now, Medium remains an essential tool for establishing a strong online presence and growing a community of investors and supporters in the crypto landscape.

Over a third of top crypto projects fail to publish any articles in 2023

Surprisingly, 35.8% of the top 1000 crypto projects did not publish a single article on their site in 2023. But what explains this trend of neglecting content marketing and growth investments?

Creating a solid content marketing strategy, conducting keyword research, and creating high-quality content with SEO in mind is a long-term process that can take several months. Furthermore, according to research by Deloitte, the average lifespan of a crypto project is only about a year, with the highest mortality rate occurring within the first six months. Given these statistics, it's clear why so many crypto projects don't prioritize content marketing and fail to invest in their growth.

On the other hand, companies that do invest in their blog and content can be seen as more stable and reliable players in the industry, signaling a long-term commitment to their project's success.

Conclusion

Based on our extensive research on 1000 cryptocurrency projects, it's clear that many companies in the industry do not prioritize content marketing, which can have a significant impact on their long-term success. Our findings also reveal a lack of understanding of SEO within the crypto space, as well as a unique need for companies to host their blogs on Medium, even if it doesn't benefit their company domain in the long run from an SEO perspective.