While mainstream media tends to avoid crypto due to technical gaps and regulatory concerns, companies can still gain visibility by creating jargon-free, educational content. We’ll cover the details in this equally informative piece.
Your groundbreaking blockchain innovation just solved a major industry problem, but mainstream publications won't touch your press release. Sound familiar? Despite crypto’s massive $2.77 trillion market cap and cryptocurrencies hitting record highs above $70,000, traditional media outlets continue to keep their distance from crypto news.
“This information blackout creates significant visibility challenges for blockchain companies trying to reach broader audiences,” says , a marketing agency helping blockchain and DeFi startups get the exposure they need to attract investors. “Getting your crypto story published requires understanding the specific barriers you’re facing and how to overcome them strategically.”
The complexity of blockchain technology presents a significant hurdle for mainstream journalists and editors. Most news outlets lack staff with specialized knowledge in distributed ledger technology, consensus mechanisms, or tokenomics. When editors encounter technical concepts they don't fully understand, the default response is often rejection.
News organizations operate in a landscape of legal caution, and crypto's evolving regulatory status raises significant concerns for publishers. The ongoing regulatory crackdown in the U.S. crypto industry makes mainstream outlets particularly wary. Publications fear potential liability if they cover projects that later face regulatory action or are deemed securities.
Editorial teams must navigate complex questions: Is this token a security? Does this protocol comply with anti-money laundering regulations? Without clear guidance, many publications choose the safer path of limited coverage rather than risk potential legal complications.
The crypto industry's reputation has been damaged by high-profile scandals, collapses, and frauds. These incidents have created lasting skepticism among editorial gatekeepers who worry about associating their publication with an industry perceived as volatile and unpredictable.
When traditional media avoids crypto coverage, your brand loses access to their established audiences. This gatekeeping directly impacts your visibility metrics, from website traffic to social engagement. Without mainstream coverage, crypto brands struggle to reach beyond the existing blockchain community.
According to the Content Marketing Institute, 84% of B2B marketers use content marketing specifically to create brand awareness. This becomes particularly crucial in the competitive crypto landscape where Crunchbase identifies nearly 10,000 companies vying for attention.
The knowledge gap in cryptocurrency extends beyond journalists to the general public. When media outlets avoid crypto coverage, they limit opportunities to educate potential users about blockchain benefits and applications. This education barrier directly affects adoption rates and market growth.
Traditional investors often rely on established financial media for investment guidance. When these outlets minimize crypto coverage, they effectively limit your access to significant pools of potential investment capital. This creates a funding disadvantage compared to traditional industries that receive regular media coverage.
Break through media barriers by focusing on stories with broader appeal. Connect your crypto innovation to recognizable real-world problems and solutions. For example:
While mainstream outlets may be hesitant, specialized crypto publications actively seek quality content about blockchain innovations. These specialized outlets can serve as stepping stones to broader coverage. As you build credibility in crypto-focused media, mainstream outlets may begin to see you as an established voice worth featuring.
Start by:
Media outlets value content backed by solid research and verifiable data. Overcome skepticism by grounding your content in well-researched facts and figures. Create original research reports, conduct surveys within your user base, or compile industry statistics that provide valuable insights.
Educational content addressing the crypto knowledge gap consistently outperforms promotional material. With 59% of B2C marketers considering high-quality content the most effective SEO strategy, prioritizing education over promotion serves multiple purposes.
Develop content that:
While mainstream media's hesitancy toward crypto coverage presents challenges, it also creates strategic opportunities for innovative companies. This gap in coverage allows forward-thinking crypto businesses to establish themselves as authoritative voices in a less crowded, specialized media landscape.
"The key is developing a multi-channel content strategy that bypasses traditional gatekeepers entirely. By creating your own media ecosystem, you can directly reach your target audience without relying on mainstream publications," says Scale Hawk Media Group. "This approach transforms potential barriers into strategic advantages."
One of the tactics the agency utilizes is . With 91% of people learning about products or services through explainer videos and over 500 million podcast listeners worldwide, multimedia approaches can dramatically extend your reach.
"And these are not the only formats you could try," it adds.
