Content marketing for cryptocurrencies – 5 mistakes you’re making

Contentworks delivers smart content marketing solutions for the finance and tech sectors and specialise in cryptocurrency and ICO launches. We understand the pressures of your busy marketing team and we know that creating and managing a Rockstar content strategy takes huge time and resources. Our team of content strategists, social media marketers and creative operations geeks produce content which attracts potential readers, engages them and then drives them to take the next action. 

Over the past few months, a cryptocurrency craze has swept over the finance sector like a whirlwind, shaking up anything in its path. From Bitcoin fluctuations to brand new tokens, there’s been plenty to keep us entertained and with exciting ICO campaigns attracting the attention of investors, it seems crypto is transforming the start-up world too – so what’s the catch? Is it all too good to be true? And what do you need to know for the coming months?

In short, no one can predict the future. We can’t say for sure what the markets will look in a year’s time or which tokens will come out of the woodwork. It’s fair to say, however, that as crypto-mania grows, content marketing for cryptocurrencies is likely to get a lot more competitive. Mediocre just won’t do, so with this in mind, here are 5 mistakes you’re making that need to be ironed out.

1. Boring/copied content

Producing boring, bland or unoriginal content? Then this must stop. As YouTube sensation Sweet Brown so aptly said during an unexpected 2012 TV rant: “ain’t nobody got time for that” – so it’s essential to devise a much more creative content marketing for cryptocurrencies strategy. One that’s not uninteresting or lazy. Sorry to sound harsh, but duplicate content is not good for SEO. It won’t help you to rank in popular search engines like Google and you may even get penalised.

What’s more, just because you’re talking about financial products – doesn’t mean you have to be as dull as dishwater. There’s still plenty of life in the industry yet with content marketing predictions for 2018 looking extremely edgy and innovative.

2. A lack of USPs and differentiators

If you’re offering the same as everybody else, how do you expect to get noticed? Getting lost in an ever-growing crowd is relatively easy; after all, with ICOs and crypto launches cropping up left, right and centre you could just fade into the background – unless you stand up and do something different. Here are some useful tips:

• Identify your unique selling points commonly known as USPs
• Think of a content marketing spin that will give you the edge over competitors
• Put yourself in the shoes of an investor; what are they looking for and how can you help?

3. Muddled/poorly presented content

Is your content easy to understand? Is it presented in a clear, concise way and does it appeal to your target audience? If not, it’s time for a change. The world of content marketing is moving faster than a cheater chasing its prey. It’s not just about words anymore. Of course, well-written blogs and articles are a great way of explaining new concepts and ideas but it’s also crucial to think outside the box and perhaps look into things such as:

• Engaging video and video scripts
• Podcasts
• eBooks
• Infographics and other visuals like charts and graphs
• Social media posts/quizzes/ challenges/competitions

The more creative you are, the more you’ll catch the attention of your target market be it investors, brokers or influencers within the financial industry. Being inventive and pursuing various ideas will also make marketing fun and this should hopefully set you apart from more traditional or mundane competitors who are afraid to break traditions and do something a bit different.

4. Expecting the wave to last

If it’s not broken, don’t fix it right? Well, that’s not always the case. Sure, your content might be performing well right now, but competition is set to get a lot tougher and therefore your content marketing must too. If you want to be the go-to company for news and information, for example, you’ve got to stay on the ball. It’s no good churning out old or irrelevant content when you’ve got companies on Twitter ready to pounce on the first breaking story.

As you know, the markets change at a rapid rate and therefore those within the finance sector have a good eye for detail. They will notice if you’re taking a more innovative and inventive approach, so go ahead and make sure your content marketing for cryptocurrencies lives up to the high expectations of your audience.

5. Not being compliant

When it comes to marketing your crypto products, you can’t just say anything you like – of course, you know that already. With all-new MiFID II rules already being implemented across the financial world, regulators are ready to pounce on non-compliant companies like never before – so you must make sure your content is up to scratch. As a rule, your content marketing must:

• Disclose all facts
• Be transparent
• Offer no recommendations
• Never make guarantees
• Avoid publishing any testimonials
• Avoid being one-sided or biased
• Avoid talking about specific investment products without including onerous disclosure statements

Of course, with so much to do on a daily basis, it can be easy to let compliance slide, but this could prove to be a disaster. Just one marketing slip up could earn you more than a slap on the wrist, so it’s really important to take the multitude of financial rules and regulations seriously. Pay particular attention to your social media accounts as these are updated quickly and on a regular basis making room for error more apparent. If needs be, monitor and edit all social content before it goes live.

If you want to nail content marketing for cryptocurrencies throughout 2018 and beyond, contact the Contentworks team today for more help and information. We’ve recently expanded our ICO offerings and have a team of talented financial writers ready and waiting to boost your efforts.