Writing
2026-05-12·Crypto & BlockchainHow to write a Web3 whitepaper people actually read
Most crypto whitepaper s share a single predictable flaw: they are written for nobody in particular. They bloat toward 38 pages because the team assumes that length signals substance and that every technical detail must be included to appear credible. But the best whitepaper in...
2026-05-11·Crypto & BlockchainThe state of Web3 marketing in 2026
I was talking to a founder last week who had just hired a “Web3 marketing lead ” — someone whose entire playbook was KOL shills, Discord giveaways, and airdrop farming. He was confused why I did not immediately nod along. The truth is, that playbook has been dead for years. A...
2026-05-10·Crypto & BlockchainHow to build a crypto community in 2026 (that isn't just airdrop farmers)
The wallet had been active for three weeks. It had bridged ETH, swapped on two DEXs, provided liquidity on one L2 , minted an NFT, and voted on exactly one governance proposal. Then the snapshot hit. Within 72 hours, the same wallet had swept all assets back to a fresh address...
2026-05-08·Crypto & BlockchainHow to get covered by crypto media without a PR agency
The editor opens her inbox and sees 412 unread emails. It is 9.03am. She sorts by sender, deletes the spam batch from Mailchimp, and lands on the first press release of the day. The subject line reads: “Launch of Revolutionary DeFi Platform Set to Transform Blockchain...
2026-04-22·AI Search OptimizationWhat Semrush's AI overview data shows—and what it can't tell you
Semrush now tracks AI Overviews (the summaries Google generates above organic results) and increasingly, practitioners are using it as a way to measure something broader: how visible a brand or project is to AI systems. I use it regularly as part of the audit process, and it...
2026-04-21·AI Search OptimizationWhy does AI treat Reddit like gospel?
If you've spent any time watching where ChatGPT, Perplexity, Claude, or Gemini pull their answers from, you've probably noticed something odd: Reddit threads keep appearing as sources. Not polished industry reports. Not brand websites with careful messaging. Reddit: the place...
2026-04-19·AI Search OptimizationAre websites dead in 2026? (Or just misunderstood?)
There's a version of this conversation happening everywhere right now. Traffic is down. AI answers are replacing search results. Social platforms dominate discovery. And somewhere in a startup Slack, someone is asking whether they even need a website anymore. The claim that...
2026-04-17·AI Search OptimizationFrom SEO to GEO: What actually changes in the age of AI search?
Search hasn't collapsed, but the architecture underneath it has shifted in ways that most marketing strategies haven't caught up with yet. For the past two decades, visibility meant one thing: rank on Google, earn the click, own the session. That model still works, but it now...
2026-04-04·LearningWhy I moved my site off Bluehost (and where I landed)
I didn't plan to migrate my site this week. It started, as these things tend to, with something more ambitious than the infrastructure could hold. I'd been on Bluehost on a first-year promotional rate—the kind that works fine when all you're doing is publishing a post once a...
2026-04-02·LearningI spent a day figuring out what I'm actually selling. Then I built an AI agent to do my prospecting.
This is a write-up of what happened when I tried to do two things at once: clarify my positioning as a fractional CMO for startups, and set up an AI agent to automate parts of the work. They turned out to be the same problem. The positioning wall I started the day trying to...