Content Marketing on Twitter is a Mistake


Eagle, CO

Last updated on Aug 8, 2022

Posted on Aug 8, 2022

From my keyboard it appears that 99.9% of NFT projects rely on Twitter for their marketing, or to get their message out. I think this is a big mistake. A much better approach is build all marketing and messaging on their website. If you have something to promote or say, write a blog post. Then link to your posts on Twitter.

There are so many reasons why not to use Twitter for anything else but backlinks to your website. Here's a few that stick out.

  1. Have you read Twitters Terms Of Service? They can cancel your account for any reason, including no reason. If so, you've just lost all the time you invested.
  2. You can't build a brand in 272 characters. Customers need to know who you are and what you're about. They need to understand how your project benefits them. Twitter is about right now. It's hard for customers to read about you over time. Twitter purposely makes it hard to search back more than a day. Searching for anything is a PIA.  
  3. No SEO benefits or key words. People use Google to find everything. Let's say you want people to know that your project includes free prints along with the NFTs. Wen someone types  "nft projects with free prints" they're not going to find you, because Twitter isn't optimized for search.
  4. You're forcing people to use something they may not want to. By centralizing your content marketing to Twitter, you're sending the message to people that they have to be on Twitter to engage with you. There's a lot of people who want nothing to do with Twitter. Two tech colleagues of mine aren't on Twitter and aren't going to join Twitter.
  5. Marketing on Twitter goes against what crypto is supposed to be about. Twitter is many things. What it's not, is decentralization.
  6. You have no idea who's paying attention to you and who isn't. I'm reminded of this old saying: "Half of my advertising isn't working. Problem is, I don't know which half". P.T. Barnum
  7. You're fighting a losing battle for attention. Let's say you have 10,000 followers. And on average your followers follow 200 accounts. If each of their 200 accounts tweets the same day you do, your tweet drowns in their timeline. "Yeah but they have notifications on for me" you say? Also a poor strategy. People have jobs, kids, things to do. Your "strategy" assumes they're giong to drop what they're doing when they see your notification.

Great businesses don't rely on Twitter for - anything. Yes, they use Twitter. But only to link back to the content they've created on their website.

A great tool built exclusively for content creation and publishing is Ghost. My blog is on Ghost. Take a few minutes to read about them here:

Every NFT project should be using Ghost. "It's open source, independent, and funded 100% by its users. No investors. No bullshit". I'll add that it's affordable and relatively simple to use.

I've used Ghost for about a year now. I love it. It's a fantastic tool that does exactly as advertised. It's simple to search for a keyword or phrase. I can easily link to any content or media.  

And I love the company. I dig that they're open source and truly about the democratization of content. Ghost is what crypto should be.

Years ago I asked someone if they had a business plan. Their response was, "We don't have time to write a business plan"! smh

Relying on Twitter for marketing goes against best practices and what crypto wants to be. It sends a message that you're not serious, are too lazy, cheap, or impatient to invest in content creation on your website.  

Harsh, I get it. But heartfelt.

tty next time,

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