Years of creating content strategy for crypto exchanges, fintech, and investors, here’s what I’ve seen cut through the hype and deliver real value in the crypto space.
Start With Who You’re Talking To
From onboarding first-time buyers to advising institutional traders, I’ve found success starts with ruthless specificity:
New investors: They ask, “How do I avoid scams?” not “What’s Web3?”
Active traders: They need volatility alerts, tax guidance, and exchange comparisons—yesterday.
Developers: They skip buzzwords and want code snippets, gas fee benchmarks, or audit templates.
Regulators: They seek plain-English summaries of how protocols handle KYC/AML.
I track this through direct channels: Reddit threads where users roast vague articles, Telegram polls, and support ticket (or support search) trends.
Focus on What Dies Fast and What Lasts
Crypto’s pace demands triage. Early on, I wasted weeks on “metaverse deep dives” that flopped. Now I prioritize:
Time-sensitive: Regulatory updates (e.g., SEC lawsuits), medium term topics (BTC as strategic asset), or exploit post-mortems.
Evergreen pain points: Cold storage setup guides, tax reporting templates, wallet security checklists.
Contrarian takes: “Bringing AI Utility to Memecoins” outperformed generic “RWA explainers”
Match Formats to How People Consume
Through trial and error across 50+ projects:
Twitter threads > long blogs for breaking news (but thread unrolls become Substack posts).
Video demos with timestamps (e.g., “02:15 – bridging to Arbitrum”) retain 40% longer watch time.
PDF checklists (e.g., “Pre-launch token security audit”) drive 2x more downloads than infographics (gate it for leadgen)
Write for Skeptics, Not True Believers
Early content assumed reader buy-in. Big mistake. Now I:
Open with objections: “If you think DAOs are inefficient, here’s how Juicebox mitigates that.”
Use analogies they know: “Think of Uniswap’s liquidity pools like eBay’s escrow—but automated.”
Link to critics: “Even Vitalik admits ZK rollups have trade-offs [link to his post].”
Distribution Beats Perfection
A lesson learned painfully: A 90% complete explainer posted during a market crash outperforms a polished version released a week later. Now I:
Repurpose content LIVE: Turn AMA answers into Twitter threads while the call’s happening.
Partner early: Co-publish with wallet providers or block explorers to tap their audiences.
Let communities edit: Open-source draft guides on GitHub / wiki and credit contributors—builds buy-in.
Metrics That Actually Matter
Forget “virality.” I track:
Search-to-signup rate: How many readers create accounts after consuming post (SERP->content->signup).
Support ticket reduction: If a “common errors” doc cuts tickets by 15%, it’s working.
Dev adoption: PRs referencing my API docs > LinkedIn shares.
This approach isn’t flashy, but it’s kept content relevant through bull runs, crashes, and everything in between.
The key: Treat every piece as a prototype, iterate fast, and let the audience’s actions—not their applause—guide you. This version reflects battle-tested adjustments, avoids abstract "strategies," and focuses on what’s survived real-world volatility.
Is There More to Crypto Content Strategy?
There's a lot more you can do with content, last thing you want to do is "publish-and-forget". Next time, we'll cover how to maximise effort already spent creating the content.