KuCoin: top crypto exchange content strategy and writing
Developed a comprehensive multi-product content strategy for KuCoin that help them establish presence as the top crypto exchange.
[Client]
KuCoin Exchange
[YEAR]
2021-2023
[SERVICE]
Content strategy & Writing
Challenges: This 30 million user company faced the challenge of differentiating itself from other top crypto exchanges on the market. The goal was to stand out while effectively educating and engaging its user base.
Approach: I embarked on crafting a unique content strategy tailored for KuCoin, starting with a comprehensive wireframe and initial design for the 'Learn' section of their website. This involved categorizing the content into specific themes that would resonate with the users and facilitate easier navigation and learning.
A full content audit of the existing KuCoin blog was conducted to identify gaps and opportunities for improvement. This was followed by competitor research to understand how others approached content and identify potential areas where KuCoin could excel.
Based on these insights, I categorized articles to cover a broad range of topics relevant to KuCoin's audience, ensuring diversity and depth in the content provided. While the largest part of my work time went towards getting Learn from 0 to 1, my responsibilities extended beyond it, encompassing the creation and management of various other products, including a security campaign titled "Think Before You Invest," detailed cryptocurrency market description pages, multilingual translations, and more.
Results:
KuCoin Learn — from 0 to 1, and beyond: 'Learn' section rapidly jumped from a brand new product to 2,000 daily readers, supported by a diverse collection of over 100 articles across several categories. This significant growth in traffic and engagement highlighted the section's value to users seeking cryptocurrency knowledge and insights.
Top Google rankings for market pages: The cryptocurrency market pages consistently secured top positions (1-3) on Google for highly competitive keywords such as BTC, Bitcoin, Ethereum, etc. This success reflects the strategic content creation and SEO efforts, showcasing KuCoin's increasing authority and visibility in the cryptocurrency space.
Increased campaign conversions: Our customer-centric marketing campaigns outperformed previous initiatives, resulting in a remarkable ~20% increase in conversions. This achievement underscores the effectiveness of tailored marketing strategies in resonating with the target audience and driving desired actions.
