I’ve been blogging professionally since 2006. From that time, I’ve written more than 10,000 blog posts personally, and I’ve overseen the production of and edited an additional 30,000 blog posts. At one time, I was managing 50 blog posts per day. About half of them were real estate blogs. The system I developed for blogging was very effective for real estate because real estate is intrinsically local by nature. But I’ve adapted my system for global cryptocurrency and blockchain firms and it is just as effective. While reading several blockchain company and cryptocurrency firm blogs recently, I’ve noticed a trend. Many startups are using their blogs as newsletters, essentially sharing news about their projects with readers, but is this effective blogging?
I understand that blockchain and cryptocurrency startups have a small budget, or no budget at all. But what if I told you that you could have an excellent blog at an affordable price? Would you go for it?
Let’s back up a minute because I’m getting ahead of myself. First, what do I mean by “excellent blog?” You probably think your blog is excellent, and I suppose it is if by “excellent” you mean it’s pretty. I mean, you’ve put it on Medium, which is both popular and attractive. By high school standards, you’ve achieved the dream. But why isn’t anyone reading it? Your blog, I mean. There’s a very good reason why your crypto blog may not be getting much traffic (actually, there are several reasons), and I’m going to tell you in this post what that is.
Why No One is Reading Your Crypto Project Blog
Alright, I admit it. I’m a writer so I have a tendency to over-use literary techniques. In this case, I’ve made liberal use of hyperbole. You actually have people reading your blog. But most of them are your ICO investors. Why is that? One simple reason. You’re using your blog as a newsletter.
I have nothing against newsletters. They serve their purpose. And a blog can make a great newsletter. No need to sign up for one of those expensive email management platforms and be forced to learn how to design your newsletter using their clunky early 21st-century solution. That thing was great for your Dad, but you’re not your Dad. Right?
I agree. Email is old hat and not very efficient. That’s why so many people are flocking to Discord and Telegram where you can actually chat in real time, provide awesome customer service, and keep your audience informed throughout the day. No spam folders. Yay!
But here’s the thing: Your blog can be so much more than a newsletter. And it should be. This is a good time for analogy.
Once upon a time, if someone wanted to get anywhere, they hopped on a horse and got there faster. It sure beat beating feet. Mail deliveries were handled by horse, and one horseman could carry a couple of fairly large bags of mail for a couple hundred miles or more. Horses were awesome because they could be fitted to carry cargo such as tents, sleeping bags, blankets, food, and guns and ammunition–everything an individual would need to survive in the wilderness. But then, someone got a bright idea. They decided to attach a wagon to a couple of horses and they could carry more cargo. Suddenly, a horse was no longer just a horse.
So what do you say we turn your news blog into more than just a news blog?
The Super Power a Blog Has That A Newsletter Does Not Have
I get it. You want to keep your supporters apprised and updated of your progress. You should. I absolutely agree. But what about all those people who could be potential supporters, or potential end users? Don’t you want to reach them too?
Of course you do.
Now, I know what you’re thinking. Sure, at some point, we’ll want to reach out to those folks, but we’re in beta. We’re not ready for that yet. Before you say that, keep this in mind — you won’t be in beta forever. The time you want to start marketing to your target audience is about six months before you’re ready to onboard them. So even if you’re still in beta, you can start marketing to your target audience.
So what do you say to them?
Good question. The super power your blog has that your newsletter doesn’t is that it can position you as an authority in your niche to the audience you haven’t snagged yet. Your newsletter can affirm your authority status with the audience you have, or your news blog can, if you prefer. But a powerful authority blog updated on a regular basis can help you develop a reputation as a thought leader and draw your audience into your funnel where you can take them deeper and earn their loyalty.
How a Blog Works To Achieve Authority
Your blog can present you as an authority in two ways. First, instead of just talking about yourself all the time (I know, you’re awesome, a fact with which no one would dare to disagree!), let’s shift the focus to talking about what everyone loves to talk about – blockchain and cryptocurrency topics. You can discuss current events, the latest industry happenings, tokenomics, innovative new approaches to crypto payments, decentralization, etc. By discussing everything but your company, you’ll establish your company as a thought leader in crypto. Ergo, a company they will want to follow to the ends of EarthCoin.
The second way your blog can position your crypto or blockchain company as an authority is by targeting the search engines with excellent content that urges high rankings for targeted key terms.
Please hear me out on this. I’m not talking about about search engine spam. I’m talking about useful authority content that makes you an authority in the crypto space, but doing it in such a way that the search engines see it as highly valuable content and will rank it as such for the terms that people actually search for. For example, if you are a decentralized cryptocurrency exchange, you might talk about decentralization and how it is the wave of the future. According to Google Trends, this is a hot search topic right now.
It all begins with keyword discovery. This is a process that involves searching for key phrases that people actually use to find businesses just like yours, whether it is a cryptocurrency exchange, a distributed ledger for the shipping industry, a hot new ERC-20 token, or whatever.
After you figure out who your audience is and what key phrases they are searching for, it’s time to brainstorm some article topics and start writing. And the best part is you don’t have to post every day to be effective. You can write a blog post once a week or twice a month and be just as effective.
On top of that, they don’t have to be long blog posts. You can post one actionable tip once a week to your blog, one blog post of 300-500 words with actionable content that will make the lives of your target audience better, and do that in addition to keeping your current audience up-to-date with your crypto project development. This kind of blogging will keep the search engines visiting your website, or your Medium blog, crawling the content and indexing it, and position your company as a thought leader in the crypto space among your target audience. You can do it for less only $300 per month. This is why I built the blogging service CryptoBloggers.