In crypto, attention moves lightning fast. New projects launch every day, token prices swing wildly, and market sentiment can shift in a single tweet.
For founders, this poses the question: how do you maintain attention on your brand?
You could simply outspend the competition with huge marketing campaigns and budgets.
But if you’re a startup where your product needs most of your resources, then that’s not an option.
From my experience writing content for crypto startups, I’ve learned that you can build a marketing team that delivers results without breaking the budget.
Laying Down the Context
I write mainly for SoloStakers, a crypto-staking-focused educational site. When I onboarded, Irene made our goals clear:
- Establish trust and credibility in a niche topic (staking) that’s technical and constantly evolving.
- Educate the audience by making the topic easy to read.
- Help generate attention in a crowded field.
I understood my role as a content writer and helping the startups through content marketing.
The right content, even with a small following, can create attention that eventually converts to end users. You either go viral or keep consistent and maintain mindshare for crypto users.
Building a Lean Team
Five talents worked together: content writer, SEO specialist, content strategist, blog expert, and a social media manager. Together, we formed the startups’ fractional marketing team.
If you aren’t aware of the benefits of a fractional marketing team, I highly suggest you read Irene’s blog.
Here’s how our team functioned:
- Highly-Specialized Talents: Instead of having one marketing person who is good at many things, we had several people who are great in their own fields.
- Subject Matter Expert (SME): In staking, a generalist writer can’t explain validator commissions or auto-compounding without losing accuracy. We found a crypto-native writer (myself) who could turn complex concepts into relatable, digestible content.
Adopt a Modular Team Structure - Squad on Demand: Unlike a full-time talent who is placed on the payroll, we scaled our deliverables up or down depending on the startups’ needs. Think of delivering extra research or blog pieces when needed. This process helped avoid fixed costs.
Systems Set You Up for Success
A lean team works best with the right systems. Irene, as the overall architect, helped establish these processes at the beginning of the campaign.
Here are some of the processes that we build:
- Content: Content isn’t about simply writing great pieces. There’s the outline, publishing, and updating among other things. Different talents handled the various parts. By using project management tools, we clearly outline who handled what and when.
- Communications: When you work with a remote team in several time zones, communications can be challenging. We gravitated towards communication tools that worked best with the customers as well as with the fractional marketing team.
- Feedback: Just because we finished the months’ deliverables doesn’t mean the job ended. Some of our engagements ran for months to years. We created several feedback points where we could share best practices and improve further.
With the help of a system, the fractional marketing system became self-sustaining. We could onboard new talents without breaking workflow.
When you build processes to make your team successful, you directly make the client successful.
Results That Speak for Themselves
I would like to think consistency has contributed to our success. Delivering high-quality output month on month. There’s an aspect of being patient and waiting to see the results.
Within months, SoloStakers saw measurable impact.
Month of month growth. Breakaway articles that pulled massive readers. And most importantly, the trust of the client. We wouldn’t be working multi-year engagements if our efforts flopped.
Building a crypto marketing team isn’t about having the biggest budget. It’s about knowing where to put your resources so they create the biggest possible effects.
Hiring specialists instead of generalists. Building processes. Improving on current workflows.
