Appeal to crypto investors’ libertarian leanings to show them that they can invest in crypto without paying taxes (legally). Later, through drip campaigns targeting signups and new CryptoIRA accounts, we will hit on access to assets previously off-limits to them (because of the old guard financial system that both Coinbase and Alto are working to upend).

Tactics

Guest Posting / Content Creation on Coinbase Site

Learn

Alto will partner with Coinbase on creating crypto IRA- and portfolio diversification-related content to include within their Learn ecosystem, which will offer valuable links back to Alto:

Why put crypto in an IRA?

Cover the tax advantages in terms of gains (traditional and Roth), withdrawals (Roth), access to retirement funds, and what many likely don’t consider: That individual trades within an IRA don’t need to be reported on taxes (traditional and Roth).

What is a crypto IRA? [Coinbase Learn > Glossary]

Explain crypto IRAs as a type of self-directed IRA. The types available and why.

What is a self-directed IRA? [Coinbase Learn > Glossary]

Explain self-directed IRAs, citing crypto IRAs as a type of, but also explain how they enable you to invest in more than was previously allowed, diversification being the reason that is so important. (This may not fit the narrow definition of crypto terms, so it will depend on Coinbase.)

The role of crypto in a diversified portfolio

Talk about crypto’s potential as a diversifier, but also stress that adding crypto to a primarily stock-and-bond portfolio doesn’t make a portfolio truly diversified. Cite crypto’s high degree of correlation with public equities. This will come later in the promotion. Initially, we want to stay crypto-focused to align with Coinbase.

Additionally, Alto will work with Coinbase to identify opportunities to update existing Coinbase Learn content where Alto can add color or a mention of the partnership. For example:

⁠

How to invest in crypto via your retirement account⁠

⁠

Talks about Grayscale partnership exclusively. Maybe there’s room to mention both Grayscale and Alto since we approach crypto in an IRA very differently? Could explain how some like Grayscale let you invest in a crypto fund so you can gain exposure without taking such an active role while others, like Alto CryptoIRA, allow you to trade as you would within a regular Coinbase account.

Blog

Coinbase to write or co-write blog posts about the partnership, including:

Partner Spotlight: Alto

Post to give a brief background on Alto, including the existing Alto CryptoIRA integration plus the new promotion, and possibly provide some background or a quick line or two about why Coinbase Ventures invested in Alto.

The following could be written by Coinbase or provided to Coinbase as a guest blog post written by Alto:

It’s time to build a better system; that includes expanding access to alternatives

Coinbase’s current campaign, “It’s time to build a better system” offers a powerful take on crypto’s potential and shows Coinbase pushing a higher mission: A better, more inclusive financial system. Alto, with its mission to make alternatives accessible for all, shares this mission, believing that a financially sustainable future can only be achieved by providing everyday investors the same opportunities as the wealthy elite. This presents a thought leadership opportunity to share our aligned mission and partnership.

Crypto may be the future of money, but it shouldn’t be your entire portfolio

Continue spreading the word and educating about crypto as the future of money while serving as a reminder that regardless of conviction, however accurate, putting all your eggs in one basket is a risky strategy. Opportunity to show a major crypto industry player advocating for financial responsibility / portfolio diversification and reaffirming Coinbase’s stance that crypto will exist alongside and improve current financial systems. This will come later in the promotion. Initially, we want to stay crypto-focused to align with Coinbase.

⁠

Alto Site Content Creation

Blog

Alto to write posts about Coinbase and the Coinbase One partnership, including:

Introducing our new promotion for Coinbase One users

Announcement post explaining the terms of our promotion, who it’s for, how it works, along with what Coinbase One is and how it could save users money.

Why Alto chose to integrate with Coinbase on CryptoIRA

Confidence in crypto has been shaken over the past year due primarily to the actions of bad actors; however, crypto winters are nothing new. This is an opportunity for Alto to talk about why we integrated with Coinbase… because Coinbase is different. It’s a long-time industry player, a publicly traded company subject to public filings / greater regulatory scrutiny, has a strong reputation, and sees a greater mission in creating a better, more inclusive financial system, which strongly aligns with Alto’s mission to make alternatives accessible for all.

How to diversify your crypto portfolio

Discuss the definition of portfolio diversification and why you probably don’t want all of your investment dollars in one coin (in case it fails, etc.), but more importantly, how the best way to diversify your portfolio is to invest beyond a single asset class.

Coinbase to write a guest blog or Alto Learn posts. Examples might include:

What is the future of crypto?

Coinbase lend their expertise and vision to craft a post on where they believe crypto is headed and how it will evolve over time.

Learn

Debuting later in the year, Alto’s Learn site will include courses / tracks on alternative assets broadly and more individually, as well as IRAs. Later, we’ll add content pillars around investing basics and how money works, which will explore the ways the investing strategies and habits of the wealthy differ from everyday people and what we can learn from this.

The crypto course / track will present an opportunity for Coinbase to lend its thought leadership via written content, videos, etc., with Alto linking to Coinbase Learn as a way to learn even more about the world of digital assets.

⁠

Rationale

Providing Coinbase with Alto- and alternatives-focused content to post on their site—particularly in Coinbase Learn—gives our message exposure to a considerably larger audience while helping increase Alto’s site domain authority via backlinks. At the same time, content Alto creates for its own website can speak more toward why we chose to partner with Coinbase (trust, reputation, etc.) and even direct Learn visitors to Coinbase for more information.

Target Demo

Age: 20-45+

M/F split: 65:35 (Coinbase audience skews disproportionately male)

Median income: $90k

Business Objectives

Drive traffic to Alto-Coinbase landing page to join waitlist or open an account

Increase Alto brand awareness to drive top-of-funnel growth

Improve the reach of our content by attracting new traffic to our site

Increase site conversion rate by leveraging Coinbase’s credibility and recognition

Leverage Coinbase shares of Alto name and content to increase site traffic

Growth Objectives

Grow site traffic and drive landing page conversions

Increase unique visitor traffic by 25% by end of Q3 2023

Achieve a 1.5% conversion from promo CTAs* in Alto & Coinbase posts by end of Q4 2023

Increase mentions, shares, and retweets by 35% by the end of the Q4 2023

*Expect lower conversions from content that while it may have higher traffic does not contain CTAs (Coinbase Learn articles). In the case of Coinbase Learn, we will propose more organic ways to link back in line with their publishing standards.

KPIs we will track

Landing page visits

Visits to Alto-Coinbase landing pages (waitlist and signup) from Alto and Coinbase blogs, tracked via UTM codes.

Unique site visits

A person who has visited the website at least once and is counted only once in the reporting time period

Direct site visits

Traffic directly attributable to Coinbase site mentions, tracked via UTM codes.

Web traffic

Web referral traffic indicates the number of times someone clicked from our social media account to get to one of your website pages.

There are no rows in this table

⁠

How we can work together with Coinbase

Our content collaborations will run the gamut from providing Coinbase ideas to execute on in their own tone and voice to providing Coinbase content they can use on their site via their blog and Coinbase Learn, to pieces we produce about Coinbase and our partnership and publish on our site.

Collaborative process:

Internal review of content concepts w/ Eric Satz and/or Alex Pliskin sign-off

Concepts with details provided to Coinbase for their input

Alto drafts content 1 month prior to publish for Coinbase and Alto Legal review

Alto and Coinbase cross-share created content on socials and potentially via email

Create a monthly report to share traffic and conversion results (recognizing blog and Learn content can take more than a month to fully index / see results)

⁠

Alto+Coinbase Blog/Article Timeline

Platform

Content Piece

Focus

When

Responsible

Alto Blog

Promotion announcement

Why we partnered, terms of the promotion, and introduction to Coinbase One.

TBD (to coincide with official launch)

Alto Content Team

Coinbase Learn > Glossary

What is a crypto IRA?

Briefly explain what a crypto IRA is. Hit on as an alternative to limited Bitcoin 401(k)s.

1 week after promotion launch

Alto Content Team (guest post)

Coinbase Learn

How to invest in crypto via your retirement account

Suggest updates to existing Learn piece to accommodate partnership in addition to Grayscale.

2 weeks after launch

Coinbase Content Team

Coinbase Blog

Partner Spotlight: Alto

Provide more background on who Alto is

3 weeks after launch of promotion

Alto Blog

Why Alto integrated with Coinbase

Tout Coinbase’s reputation as a highly regulated, publicly traded crypto exchange.

1 month after promotion launch

Alto Content Team

Coinbase Learn

Why put crypto in an IRA?

Educate on the unique benefits to holding a portion of your crypto portfolio in an IRA.

1.5 months after promotion launch

Alto Content Team (guest post)

Coinbase Blog

A better system includes access to alternatives

Connect Coinbase’s mission to build a better system with Alto’s mission to make alternatives accessible for all.

2 months after promotion

Alto Content Team (guest post)

Coinbase Learn or Coinbase Blog

Crypto’s role in a diversified portfolio

Educate on portfolio diversification to encourage responsible crypto investing

3 months after launch

Alto Content Team (guest post)

Alto Blog or Alto Learn

What is the future of crypto?

Lay out Coinbase’s vision of where crypto goes from here and how it will change the world.

4 months after launch

Coinbase Content Team (guest post)

Coinbase Learn > Glossary

What is a self-directed IRA?

Educate on a type of IRA that enables investing in crypto and other alternative assets.

4.5 months after launch

Alto Content Team (guest post)

There are no rows in this table

⁠

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.