Web3 Marketing: A Handbook for the Next Internet Revolution

by Amanda Cassatt

We generally recommend that projects integrate a content management system (CMS) into their domain and publish blogs from their own domain instead of sites such as Medium or Mirror.xyz. Publishing on an external blogging platform grows that platform's domain authority—which makes the domain more likely to appear in search results—and not necessarily the domain authority of the project's website. This can, however, be onerous for small, early‐stage product and engineering teams who prefer to concentrate on building products over website content. It's not the end of the world if projects prefer to use Medium or Mirror.xyz. Both of these are standard in Web3. They should keep in mind, however, that publishing on one of these platforms doesn't necessarily refer more traffic to their blog posts. These are publishing platforms, not distribution channels. When publishing on these platforms, it's up to the marketer to earn distribution for content through social media, email, and other owned channels, just like blogging on one's own website domain.