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More than a third of the top 1,000 crypto projects — a term that includes both crypto companies and individual tokens — did not publish a single new article on their websites in 2023.
According to a May 1 research report by blockchain marketing agency Guerilla Buzz, whose clients include companies such as Coingecko and cryptocurrency exchange AAX, a staggering 35.8% of the top 1,000 crypto projects have not updated their websites with any new written content. this year..
In addition, the report showed that of those 1,000 projects, less than half (49.7%) published more than two new articles in 2023.
Guerilla Buzz researchers said the inspiration for the benchmarking study came after they noticed that “many crypto companies don’t prioritize strong marketing fundamentals.” Instead, most of these companies choose to focus their efforts on “generating hype for their token sales” and “choosing short-term growth spurts” rather than prioritizing long-term organic growth.
The paper claims that the research methodology was “simple” but “time-intensive”. First, the researchers manually checked the respective Top 100 Crypto Projects website to see if it had a blog. From there, they estimated the number of articles published in recent years and checked how many new blog posts were published in 2023.
Of the top 10 cryptocurrency projects, Binance BNB Chain has been the clear leader in blogs, with 59 new articles published this year. In second place was Polygon (MATIC) with 36 new posts, followed by Cardano (ADA) with 12.
The paper also found that the most popular blogging website for cryptocurrency projects was the free blog hosting website Medium. This is reportedly a practice that has survived from the 2017 Initial Coin Offering (ICO) craze, when thousands of new projects emerged over the course of several months, many with little more than a single page selection. website, white paper, and “high promises of the tech revolution”.
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Notably, while Medium remains a popular platform for many cryptocurrency project blogs, it may not actually be the best choice for companies looking for long-term growth.
“By building on the Medium platform, these companies are substantially increasing Medium traffic and growth, not their own,” the researchers write.
“While Medium’s excellent SEO capabilities and high domain authority may have made it an easy choice for crypto companies looking to build hype quickly, this focus on short-term gains may not be sustainable in the long term.”