In a previous article, I mentioned how cryptocurrency marketing has gotten a bad reputation in the greater marketing community. In some cases, that’s for good reason, but those reasons tend to apply to any kind of business. Using shady or dishonest tactics to sell anything is always a bad idea, but in the world of cryptocurrency, the practice is met with an even more critical eye.
The solution to the problem is simple: Don’t do anything shady or questionable in your marketing. Don’t give people any reason to doubt or mistrust you. If you, like the vast majority of people dealing in currencies like Bitcoin, genuinely wish to make your life (and the lives of other people) better, it starts with presenting your brand and your services in a way that builds trust instead of tearing it down.
The Importance of Integrity
Today’s online audience is extremely discriminating. Even those looking for a get-rich-quick opportunity look at those opportunities with a more critical eye. Your job is to frame what you do as being beyond reproach. However, this is much easier done than said, but it can – and should – be done as a matter of course with all the content you create and how you present it.
Today, I would like to focus on marketing and content creation practices that apply directly to cryptocurrency. My goal is to help your brand remain legit in a very volatile market and elevate your image in a way that causes people to trust you and want to work with you. Put these bits of advice into practice (and encourage colleagues in your niche to do the same), and you might just help turn the tides on an exciting industry in the minds of the skeptics.
Framing Your Core Message
The way you present the opportunity with cryptocurrency matters. What is the core message that you wish to send with your content? What is the most important takeaway? For different marketers and marketing initiatives, the answer to that question will definitely vary. Are you looking primarily to attract investors, or are you looking to educate people who are new to the concept?
In either event, how you present your message matters. First, you do not want to leave people with unrealistic expectations. Most people can spot them outright, but some will still fall prey to unscrupulous “marketers” with shady agendas. Again, the number of those is small, but it’s just basic human nature to identify the negatives and defend against them. In other words, the few speak much louder than the many and it’s your job to make your brand’s voice rise above the din.
It is also your job to be certain that the message is sound if your brand really is speaking louder than the rest. Be transparent about the risks but frame taking the risk in a positive light. Investing always involves a degree of risk. It does not invalidate a product if a marketing initiative involving it fails. That said, if it fails, you want your brand to maintain its authority status. This is very, very tricky to say the least.
So, what is the answer? Simply put, you need to take that sense of integrity and weave it into high-quality content. In most cases, this means working with professionals in the field of crypto marketing content creation and taking their advice.
Developing a Content Strategy
Cryptocurrency marketing works like any other marketing strategy and there are a few basics that universally apply if you are doing the vast majority of your marketing to an online audience. The types of content that will be most prevalent are:
• Blog content
• Believable, plausible information in your ads
• Heavy social media interaction
Let’s take a brief look at each of the above and examine how to frame all of them for maximum effect.
You should always be trying to grow your list and frequently send out communications to your entire list. This is true whether there is any big news to share. Focus on topics that are important to your ideal avatar and serve both original and curated content via email that agrees with and reinforces your brand message.
Blog Content
Blogging presents you with the opportunity to really place your brand as an authority. Any claims you make in your blogs (any facts, statistics, projections, etc.) need to be vetted and easily verified.
Professional cryptocurrency content creators who already understand market trends and who can write with real authority are your best bet when farming out your content. If you think you can do it all alone, don’t. This is a large undertaking, and you will need help to stay relevant, transparent, and consistent.
Ads
Avoid all manner of superlatives and hyperbole in your ads. Don’t presume to have the “best” strategy or that people will be able to make “more money than God…” That is an easy way to motivate people to scroll by, but it will accomplish little else. Instead, focus on the measurable benefits to the reader of investing in the crypto markets.
Cater to the things that motivate your target audience and steer your ads in that direction. Why would someone want to select this avenue to make more money? That question needs to be answered in your ad and followed up with intelligent, fact-based content that provides the answer the reader has clicked through to discover.
Social Media
One of the easiest ways to gain people’s trust is to be where they are, interact on a meaningful level, and keep your audience amply engaged. Anytime you post new blog content or come across a news story or some other piece of information that would be of value to your audience, share it. If the content leads back to your site, encourage others to share it, too, and track the kinds of content and messaging that get shared most.
Final Takeaway
All the above work in unison to create an atmosphere of integrity and trust. Now, it’s time to commit to being consistent as well as transparent. Offer your audience the best possible advice and information, and commit to doing it with the best possible content. If you’re fuzzy on where to start that process, contact us. BeezContent works with a dedicated team of staff and freelance content creation specialists who can help you destigmatize the message of cryptocurrency.
