ICOs usually have at least one person, and often the whole team, doing at least some level of content marketing. The goal of content marketing is to provide information about the project, its goals, and how it will impact the world in a way that is relevant but rarely about sales. Content marketing is usually done through company blogs and platforms, such as Medium or Steemit, where there will be many casual users who may get introduced to the project through different articles.

Another aspect of content marketing is social content—Tweeter, LinkedIn posts, Facebook, and so on. The purpose is the same—to connect with people who may not otherwise know about the project and build a sense of connection, trust, and purpose.

Content marketing is usually published as coming from the team members, whether or not they actually wrote the content. Doing this helps make the team feel accessible and real—a serious problem when some ICO scams have made up team members.

Good content marketing also helps drive community growth and engagement. ICO teams that have excellent content marketing are much more likely to succeed than ones who do not.