For five years, I owned content strategy at CoinLedger. 70% of new customers found us through organic search. Here's how I did it.

Here are three content samples to check out!

A great content marketer should be able to identify 'zero search keywords'. These are keywords that have zero reported search volume on keyword research tools like Ahrefs, but actually have significant hidden volume. These keywords typically have little to no competition.

In the beginning of 2025, I had multiple friends mention the cryptocurrency XRP in casual conversation. In addition, I noticed there was a large community of XRP enthusiasts on TikTok, who were convinced the cryptocurrency was about to spike in value. However, tools like Ahrefs showed almost zero search volume for XRP-related keywords.

I had a hunch the keyword "Will XRP hit $1,000?" had hidden search volume. At the time I left CoinLedger, the article generated over 15,000 organic visits per month.

Once it was clear that this blog structure worked, I scaled it with AI. I fed the original article into Claude, had it reverse-engineer the structure, iterated the prompt twice, and produced 25 new blogs covering the top cryptocurrencies in under two weeks.

Here's how I think about content strategy. The first step is nailing your tone of voice, then finding relevant middle- and bottom-of-funnel keywords for your customer base. Finally, after we look at the data and understand which content is performing well, we can create more articles on similar/related topics with AI.

Here's how I executed this strategy at CoinLedger.

In January 2026, I spotted a keyword that looked like an opportunity: "best crypto tax software for Coinbase." The search volume looked low. But anyone typing that phrase is already comparing options and is close to a purchase. I wrote the comparison article, positioning CoinLedger as the top choice.

Within 1.5 weeks, the article was ranking and pulling in a couple hundred organic visits for CoinLedger.

I turned it into a system: a master prompt that could produce the same structure and quality for any exchange, scaled across 25 articles. This type of comparison content also gets picked up by AI tools like ChatGPT and Perplexity when users ask for software recommendations.

Interactive tool pages are a great way to pull in traffic in the age of AI overviews (currently, LLMs can't replicate them). At CoinLedger, I wrote the content for our Crypto Profit Calculator, a page that received more than 10,000 organic visits a month at the time I left the company. This is an interactive page that allows investors to calculate their gains and losses from crypto trades.

In the summer of 2025, our CTO received an IRS warning letter about crypto taxes. I checked Reddit and found dozens of other crypto investors who received the same letter. I saw an opportunity for a PR campaign.

The key to getting press coverage is making the journalist's job as easy as possible. I gathered statistics from our support team, got a quote from our CEO, and built a press kit a reporter could turn into a story in under an hour. We were covered in Fortune, The Block, Bitcoin.com, Yahoo Finance, and Benzinga.

Backlinks from authoritative publications help with both SEO and AEO. Every press placement helps build authority and citations with LLMs.

In 2024, Google launched AI Overviews: AI-generated answers that appear at the top of search results, above any links. This meant that the traffic for many 'informational' queries was decimated.

In response to this shift, I responded by focusing on middle and bottom-of-the-funnel keywords. I also made sure that throughout our website, we emphasized CoinLedger's unique strength in error reconciliation. This helped CoinLedger get recommended in relevant LLM queries.

During the 2026 tax season, the IRS introduced a brand new form called Form 1099-DA. I produced this explainer video the week the form started getting issued to Coinbase customers. The video crossed 10,000 views within seven days of posting.