Bitcoin has changed a lot of paradigms that were traditionally associated with money, evolving an archaic and often times immoral framework into a just and unambiguous system free from manipulation and deceit.

So, it only makes sense for any business big or small that is dealing with bitcoin to evolve its marketing as well.

Whilst a lot of practices that are employed in traditional digital marketing fit well within the bitcoin space. It is important to understand the nuances that set a business apart from others in an ever-increasing competitive landscape of cryptocurrency.

In the last part (Part-1) of this marketing guide, we covered how to market on Reddit.

In this guide, we will cover one of the most important aspect of digital marketing, content.

Content Marketing

Content plays a big part in your digital marketing initiatives. Yet, it is often times the most overlooked and underperformed strategy of all.

If done right, content can help reap great ROI for your bitcoin business and also give you “brownie” points for brand recognition.

It is one of the most effective strategies you can employ that will get you long term benefits.

Content is a very broad-ranging category that encompasses within it a host of different types, including:

Blogs

Visuals: Infographics, Graphics, Images

Videos

Emails

Podcast

Ebooks

User-Generated Content

In this guide, we will be focusing on the first 3 which form the basis for the content marketing strategy for most businesses.

Blogs:

For most brands and companies this forms the most important part of the content strategy and for the right reason, blogs are:

Easily sharable Google-friendly Provide high-quality value Easiest of all content type to create

When it comes to writing about Cryptocurrency or bitcoin, in particular, a lot of the basics that come with traditional blog writing apply to it as well.

Blogs are great for SEO and with the right keywords can help you secure top spots on google search. Blogs must always provide some value and a solution to a problem. Blogs or at least some of your blogs should mention your product or service

Let's have a look at some of the winning blog posts within the cryptocurrency community, that rank well on google and get a ton of shares and views.

Google Search Query: “bitcoin payment processor”

This article ranks #1 for the above-searched query.

The article is a list form content providing readers with great value.

2. Coindesk: Bitcoin 101

Google search query: “bitcoin”, “what is bitcoin”

This article ranks #1 for the above 2 most searched queries.

The article is very comprehensive in telling readers everything that they need to know about bitcoin, right from its introduction, buying, selling, storing and using it.

Coindesk being a blockchain news site, managed to build huge credibility with such articles by establishing itself a go-to place for bitcoin knowledge and news.

3. IG: What is cryptocurrency trading and how does it work?

Google search query: “cryptocurrency trading”

This article ranks #1 for the above-searched queries.

IG is a CFD trading platform, writing about cryptocurrency trading and how it works added creditability to the brand and also traffic.

4. Blockonomics: How To Find Your xPub Key With These 6 Popular Bitcoin Wallets

This blog is published by, Blockonomics, a payment processor and tells readers about the valuable information that they may need while using bitcoin wallets.

Instead of focusing on bitcoin in general, this blog goes into a specific functionality of bitcoin which is more relevant to them.

5. Binance: A Beginner’s Guide To Funding Rates

This blog post is posted by Binance, a cryptocurrency trading platform, and is very specific in terms of content.

It provides knowledge to the community of users who use Binance and/or do cryptocurrency trading.

Such types of articles are important as it provides the necessary information to your user base making them more informed about using your product.

Some DO NOT’s for blog writing in the cryptocurrency market:

1. Avoid educational topics such as “what is bitcoin”, “how does bitcoin works”, etc. Such topics are already heavily covered and getting ranked in google for such keywords is tough.

Such topics were very popular around 2 years and got you instant traffic but now have stagnated.

It is best to stick to more specific topics/keywords relevant to your business and built a reputation for them.

2. Writing about topics not relevant to your business or product. Writing about blogs that talk about bitcoin while your business deals with ethereum, could potentially bring you the wrong type of crowd.

Visuals: Infographics, Graphics, Images

Visuals content is yet another major type of content that forms an important part of any marketers' content strategy.

Visuals are a great source for information, easily sharable and simply fun to watch.

Some necessary pointers for creating visual content:

Do put your companies branding somewhere in the graphic, this helps in brand recognition.

Always provide relevant content that supports what your business is doing.

It is okay to use data from different sources, just remember to cite them in the infographic.

There are a lot of online portals that allow you to make visual content, such as:

Canva: Great for creating graphic images, lots of customization options. Visme: Great for creating a host of different visuals such as infographics, presentations, social media posts, and many more. Also includes the option to add videos/GIFs to your visuals. PiktoChart: Good for creating infographics. InfoGram: Good for creating infographics, reports, charts.

All of these offer a free and a paid plan, so you can easily pick whichever site and plan works best for you.

Let's see some of the examples of visual content shared in the crypto community.

1. Etoro/Visual Capitalist: This infographic sums up the ‘crypto universe’ in one infographic, showing lots of data in a creative way.

2. Blockonomics: This infographic shows the difference between fiat and bitcoin. A ‘hot’ topic in the cryptocurrency community.

3. Holy Transaction: This infographic tells viewers information about bitcoin demographics.

Videos: YouTube

Video views are on a rise and a great source to share information with your viewers.

There are a host of creative things you can do with videos. For your business, some of the types of videos which are popular include:

How-to Guides/Tutorials: Videos showing viewers how to use specific functionality of your product.

Webinars

Guest videos, collaborations, influencers

Latest Trends

Brand features

To create high-quality videos it is a good idea to hire someone with expertise in handling video editing software.

Nonetheless, there are a few companies that offer online video editing services to create quick marketing videos without any video editing knowledge. Some include:

Some pointers to keep in mind while creating videos:

DO NOT use a robotic voice in your videos. If you are unable to record voice, change the format of the video and use text overlay with background music.

Try to keep videos short and crisp.

Add intro/outro with your companies branding.

Let’s dive in and see some examples:

1. Joseph Lattimer: A 3D/CG animated video that explains cryptocurrency in an entertaining way.

2. CoinGate: How-to video, explaining viewers who to create a bitcoin invoice using their portal.

3. Blockonomics: Guest Interview video with one of the company’s merchants.

4. Thor Token: This company’s introduction video about their token is a good example of a video done right.

Conclusion

When it comes to content there is a lot of avenues you can explore. If you are starting, there might be phases of trial and error to test which strategy and content type work best for your business.

Once your businesses have established the type(s) of content that yields result, it is often best to focus on that.

There is a lot of room for creativity within content so do not shy away from trying new ideas but always remember to: