Guerrilla Buzz, a blockchain marketing agency, examined the blog activity of the top 1,000 companies operating in the cryptocurrency sector listed by CoinGecko to understand the popular marketing strategies used in the Web3 space. The findings, collected in the company's May 1 report, showed 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."
Guerrilla Buzz's SEO, Yuval Halevi, warns that despite the surge in traffic triggered by the hype, many projects that have adopted such a marketing approach, especially relatively new ones, will soon meet with complete disinterest on the Internet. On the other hand, a company that "concentrates on building solid foundations and runs a proper marketing campaign that focuses on high-quality and unique content creation," which eventually leads to progressive growth of traction.
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Without in-depth research, inactive blogging could be a sign that a company itself will soon become inactive. This is indeed the way many Internet users perceive the market, which means, they can easily lose interest in projects inactive on social media or even regard them as untrustworthy.
However, Guerrilla Buzz's research showed that 35.8% of the top thousand assessed crypto projects did not publish any articles on their blogs this year, although many of them are active on the market.
These figures may give the impression that other crypto companies have been more engaged in blogging, but this assumption is far from accurate. In reality, less than 50% of all projects studied by the marketing agency posted more than two articles this year.
Guerrilla Buzz presented the results of its studies for the top 50 cryptocurrency companies, which showed curious insights. For example, the team behind Dogecoin, the eighth cryptocurrency by market cap at press time, did not publish a single article on its blog in 2023. Center, the consortium founded by Coinbase and Circle responsible for USDC, a cryptocurrency with an even larger market cap of around $30.2 billion, also did not post any articles this year.
According to Guerrilla Buzz's researchers, some of the other leading Web 3 projects neglecting their blogs are Algorand, Tezos, TRON, Avalanche, and DAI. Note that the latter published its last blog post in 2021.
Weak blogging activity does not necessarily have a significant impact on online traction. After all, the number one blockchain project that did not publish any blog posts this year is Bitcoin itself, with its last article posted in 2019. In many other cases, however, the conclusions Guerrilla Buzz has drawn from its studies are not mere speculation.
One of the best recent examples of a Web 3 project suffering from its social media marketing plan is Doodles. This NFT project is now facing fierce rejection from collectors who were previously very enthusiastic about its artworks. Unfortunately, the decision of the project's founders to limit their social media and blogging activities has led to an immense gap between NFT creators and their owners, which eventually resulted in a conflict.
Guerrilla Buzz also found top Web3 companies that do provide Internet users with frequent blog posts, such as Binance USD, which has already published 124 articles this year, BNB Chain with 59 posts, UNUS SED LEO with 54 posts, Polygon with 36 posts and Ethereum Classic with 35 posts.
The most active crypto project so far is the Seychelles-based crypto exchange OKX, which made 278 blog posts in 2023.
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Guerrilla Buzz points out that it did not use only domain sections designated as blogs for its study, as "various crypto projects label their blog sections as Lab, Resource, Knowledge Center, or even News Section, despite primarily featuring blog articles," adding that "84.8% of the top 1000 crypto projects host their blogs on Medium," while "only 10.4% of projects have a blog on their main domain." It turned out that almost 5% of the leading crypto projects do not have any blogs, either on their main domains or on Medium.
The marketing agency experts believe that while a Medium blog is much better than no blog at all, it is "not sustainable in the long run" as it boosts the traffic for the Medium platform in the first place.
