For five years, I owned content strategy at CoinLedger. Here's what I accomplished.

Here are three content samples to check out!

What separates a good SEO content marketer from a great one is the ability 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 early 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. As it turned out, I was right. At the time I left CoinLedger, the article I published on the topic 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.

Today, Claude Code and other LLMs can integrate with platforms like Gong and Intercom. That means it's easier than ever to surface customer conversations and generate relevant blogs before your competitors do.

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.

I've created several Claude Code skills related to content creation. For example, I created an SEO-research skill, where Claude searches the top-ranking pages on SERPs, relevant Reddit threads and TikToks, and runs a semantic gap analysis to find topics that no competitor is currently covering.

To make sure we're not creating slop, I ensure that Claude Code follows a strict editorial process when it creates a first draft. I built markdown documents that provide up-to-date details on tone of voice, current IRS guidelines, and the product's current feature set. This minimizes hallucinations and ensures that the content's tone is very similar to what I would produce on my own.

When Claude Code completes a draft, I review it manually. I take the editing process seriously, and go through the content line-by-line to catch any hallucinations or obvious AI tells.

In the future, AI will be used for all content marketing. Human marketers will set the direction for the LLM and review the final output. However, LLMs will handle tasks like research and first drafts, as they can complete these tasks more efficiently and effectively than any human.

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 in under an hour. The end result was that we were covered in Fortune, The Block, Bitcoin.com, Yahoo Finance, and Benzinga.

In 2024, Google launched AI Overviews: AI-generated answers that appear at the top of search results, above any links. As a result, traffic for many 'informational' blogs lost a significant amount of traffic.

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.