Let’s take a critical look at crypto content writing in 2022. My commentary addresses how crypto firms and startups are using content writing to engage their audience and I’ll also include some tips on what your firm can do to improve its crypto content writing game in 2022 and beyond. In this post, I take inspiration from Gemini’s 2022 Global State of Crypto Report (found here). The report surveyed over 30,000 adults across 20 countries to deliver some remarkable insight. I combine Gemini’s findings with my knowledge of the crypto space from my perspective as a crypto copywriter to shed light on the state of crypto content writing in 2022. As always, if you’re looking for a crypto copywriter for your brand, please contact me. I work with crypto brands around the world to deliver electrifying, on-point and relatable crypto content.
How big blockchain players leverage crypto content writing in 2022
Blogs deliver key messages and updates
Crypto and blockchain companies are using their blogs to let their audience know what they’re up to. Whether it’s upcoming events, new trends, new executive hires or any other worthy mention, blogging remains an unbeatable way to connect with your audience.
See how Coinbase keeps the world up to date on the latest developments via a recent blog on Medium here. It’s interesting to note that the Coinbase blog is integrated with Medium on the backend – which means readers are redirected to a Coinbase-branded Medium blog page.
Check out how Solana uses its blog posts to create hype around their popular Solana Hacker House event here.
Memes, tweets (and more memes) continue to flood social media
Crypto CEOs and notable figures like CZ from Binance, SBF from FTX, and investment partners from firms like Paradigm are all active on Twitter – posting several times a day and engaging directly with their followers. This is a classic, low-cost marketing and content strategy that has the potential for great outcomes. For good measure, take a look at Elon Musk.
Binance’s CEO, CZ, is very active on Twitter. Read through some of his recent tweets here.
Research and analysis maintain relevance
It’s no surprise that technical, interdisciplinary subject matter like cryptocurrency is made more complex by daily market fluctuations, regulation and speculation. That’s why a variety of companies invest in creating first-hand reports and features that serve to help investors make the best decision. In 2022, we’re seeing a plethora of companies pumping out quality reports and insight.
For one, Gemini disseminates valuable insight via research reports ranging from the global level down to the regional and national levels. Read through Gemini’s crypto reports here.
Similarly, Pantera Capital, a crypto hedge fund, uses its newsletter, The Blockchain Letter, to flex its technical analysis muscles. Check out the newsletter here.
Informative and educational content continues to enlighten and delight
It’s a fundamental crux of quality content: adding value to the reader’s life. And that’s precisely what informative and educational content aims to do. With an abundance of free knowledge out there, there are several reputable sources that dish out reader-friendly crypto guides and how-tos. If you’re in the crypto space, it’s important to educate your users and followers on the capabilities of your blockchain protocol.
To get them to this level, they’ll first need to understand cryptocurrency and blockchain at its core. When you’re writing crypto content, don’t shy away from breaking complex concepts down to the basics for your crypto-curious audience.
Binance Academy’s articles are a prime candidate for informative and educational content. The online academy continues to serve as a free knowledge resource for beginners and advanced crypto degens alike. Check out Binance Academy here and sign up for their newsletter to get crypto news dropped directly to your inbox weekly.
White papers lay out the technological framework
Whitepapers continue to play a critical role in the inception of cryptocurrency and blockchain protocols. Often wordy, complex and difficult to follow, there are various ways you can make your crypto white paper more human and approachable for the average reader.
If you’ve attempted to read Ethereum’s white paper, you’ll inherently understand that Vitalik was on the brink of achieving something phenomenal. Luckily, Vitalik has a writing background that served him well when he laid out his vision and technology underpinning Ethereum. Not only is the writing approachable, but Vitalik also breaks down his whitepaper into sections – like a well-written and structured essay. He also makes good use of a table of contents to guide the reader through his whitepaper.
Here’s a quote from Ethereum’s white paper to help demonstrate Vitalik’s approachable, human-centered writing style: “What Ethereum intends to provide is a blockchain with a built-in fully fledged Turing-complete programming language that can be used to create “contracts” that can be used to encode arbitrary state transition functions, allowing users to create any of the systems described above, as well as many others that we have not yet imagined, simply by writing up the logic in a few lines of code.”
Compare Ethereum’s whitepaper to that of purported Ethereum killer, MATIC:
Here’s a direct quote from MATIC’s whitepaper. I consider MATIC’s writing to be rather clunky and wordy (see underline), compared to Vitalik’s more refined and conversational approach: “Smart contract platforms and cryptocurrencies have captured mass attention but still have not been able to achieve mass adoption due to scalability and user experience issues. Even on Ethereum, which is the most widely used smart contracts platform, there have not been many examples of DApps which have seen mass adoption. There have been a few cases where one or the other particular application temporarily succeeded in achieving a significant user base, but it led to the crippling of the entire network during the high network load times. Essentially this means that even the most advanced and widely used platforms are not ready for mass adoption yet.”
By comparing the writing styles in these two whitepapers (Ethereum versus MATIC), you’ll quickly get a sense of how a well-written whitepaper can have a positive impact on your audience. Smooth, clear writing that is focused and articulate wins over clunky, wordy writing with unnecessary words like “-have been, -not been many, -has been a few…”
There’s no room for such sloppy writing and clunky wording in a monumental piece like a whitepaper. No offence intended to the original writer of the MATIC whitepaper. It is a great product after all and MATIC is doing big things. MATIC, if you’re reading this, please feel free to call me if you need a second pair of eyes on your whitepaper. For anyone else, don’t pull a MATIC with your whitepaper.
Related content: 4 Crypto Brands with Winning Web Copy
How crypto brands can improve their crypto content writing in 2022
Crypto is officially an established, global asset class in 2022. But there remain several barriers to ownership, according to Gemini’s 2022 State of Crypto Report.
Engage with the crypto-curious
The crypto-curious population is composed of those who are interested in crypto but do not currently own crypto. According to Gemini. 41% of respondents are crypto-curious. However, they are interested in learning more about cryptocurrency and are likely to make their purchase in the next year.
Interestingly, respondents said that blogs and podcasts would make them 10% more likely to purchase cryptocurrency. At Vesper Copywriters, I provide crypto firms with informative, educational blog posts that can help narrow this educational gap. If you need help with your crypto blog, please contact me.
Crypto gender gap: Empower women to join you on your crypto journey
Forty-seven percent of women plan to purchase crypto for the first time in the next year. There’s room for growth in crypto ownership. More importantly, only one-third of crypto investors in the western world are women. With more women looking to make their first purchase, think of ways to empower women to buy into your service.
Education is the greatest barrier to crypto ownership: Educate your audience
Over 40% of Gemini’s respondents said that more educational content on crypto would help them buy into the asset class. If you aren’t already creating educational content, it’s time to get started. Hire a crypto copywriter, like Vesper Copywriters, to help structure and create your educational content.
Read Gemini’s 2022 State of Crypto Report
Ready to up your crypto content writing in 2022? Looking for a crypto copywriter? Contact Vesper Copywriters now.