36% of Top Crypto Projects Neglect Marketing Efforts, Report Finds

Over one-third of the leading 1,000 cryptocurrency projects, encompassing individual tokens and crypto firms, have not posted a single new article on their websites throughout 2023.

A research report published on May 1 by blockchain marketing agency Guerilla Buzz, whose clientele features Coingecko and AAX, a cryptocurrency exchange, reveals that 36% of the top 1,000 crypto projects haven't added any fresh written content to their sites in 2023.

Researchers at Guerilla Buzz noted that the motivation for conducting this comparative study was the realization that "numerous crypto companies overlook the significance of robust marketing strategies." As a result, most of these firms tend to focus on "building excitement for their token offerings" and "chasing short-term growth surges" rather than prioritizing sustainable organic development.

The researchers described their methodology as uncomplicated but "labor-intensive." Initially, they manually examined the websites of the top 1,000 crypto projects to determine if they contained a blog. Subsequently, they analyzed the number of articles published in recent years and verified the number of new blog entries shared in 2023.

Binance's BNB Chain was the most prolific blogger, publishing 59 new articles this year. Polygon ranked second with 36 new posts, followed by Cardano ADA with 12.

The study also discovered that the preferred blogging platform for crypto projects was Medium, a free blog hosting service. This trend dates back to the 2017 Initial Coin Offering (ICO) frenzy, when countless new projects emerged within a few months, many of which featured nothing more than a one-page website, a whitepaper, and "grandiose visions of a technological revolution."

Although Medium continues to be the favored platform for numerous crypto project blogs, it may not be the optimal choice for organizations aiming for long-term development. Researchers say that companies relying on Medium’s traffic instead of generating organic visitors may hinder sustainable organic growth.

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