Building a brand isn’t always about profit. Sometimes, it’s about putting systems in place to make sure your content reaches its audience, even when Google threatens to take that traffic away.
For BeInCrypto founder Alena Afanaseva, long-term thinking beats short-term hacks. In today’s fast-changing media landscape, sustainability comes from strategy. At BeInCrypto, that means staying committed to quality, credibility, and trust, even as algorithms shift.
Speaking during a live podcast at Binance Blockchain Week, Alena shared insights on branding, media leadership, and the evolving relationship between AI, Google, and crypto journalism.
Watch the full podcast interview here to hear Alena’s complete perspective.
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With 20+ years in finance, analytics, and digital media, she emphasized one key principle:
- Long-term integrity outweighs short-term growth hacks and that alone should be the defining factor for media survival today.
Personal Branding Starts from the Core, Not Visibility
Alena’s advice for founders is simple: start from the inside. Chasing virality or outsourcing your voice before understanding who you are rarely works. Authenticity is the foundation.
Key takeaways:
- Identify your true strengths (public speaking, writing, analytical thinking) so your personal brand reflects what you genuinely excel at.
- Build your brand around those strengths to stay authentic.
- Work with professionals to amplify your voice, not replace it, keeping your brand true to you.
“If there is something fake in between, it’s not going to work.” Visibility should follow the creation of something real, not precede it.
Alena began in financial journalism and market analysis, publicly commenting on Bitcoin as early as 2014. Transitioning to crypto meant navigating uncharted territory:
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- Early crypto markets were volatile, unstructured, and hype-driven.
- Traditional analysis methods didn’t apply.
- The ecosystem was narrow, mostly clustered with enthusiasts, hype, and heavy media influence.
“Nothing worked for digital assets at that time,” Alena notes.
Building BeInCrypto required creating a network from scratch and committing to disciplined, long-term strategies, even when short-term gains tempted others.
Why BeInCrypto Stayed Stable While Others Lost Traffic
Our platform focused on trust and insight, not just clicks, a philosophy that was put to the test during the memecoin boom. While many publishers chased hype and promoted low-quality projects, BeInCrypto:
- Limited press releases and reinforced internal editorial rules.
- Prioritized content quality, editorial integrity, and a clear separation between commercial interests and newsroom work.
“We said no to millions of dollars because we realized it would kill the website long-term,” Alena explains.
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This long-term focus kept BeInCrypto stable while many crypto media outlets lost traffic chasing spikes or gaming SEO.
Understanding the Google Shift
Recent Google algorithm changes reinforced this strategy. According to Alena:
- Updates are frequent and unpredictable
- AI-generated content faces greater scrutiny
- Evergreen listicles and reviews are increasingly replaced by Google AI overviews.
- Mislabeling press releases, embedding affiliate links in editorial content, or lowering advertiser quality sends strong negative signals
“AI isn’t the enemy; bad strategy is.”
At BeInCrypto, AI accelerates research and drafting without compromising quality, boosting productivity while maintaining trust.
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Contrary to popular belief, AI isn’t killing the media. At BeInCrypto, AI tools:
- Support journalists with research and drafting
- Reduce cost per article
- Maintain human oversight to safeguard quality
As AI-powered search and discovery continues to grow, traditional PR tactics such as mass press release distribution, low-authority backlinks, and inflated media coverage no longer work. To be visible in ChatGPT or other LLMs, brands must focus on:
- Authority and credibility
- Trusted media mentions
- Consistent, high-quality content
- Long-term partnerships with reputable outlets
One meaningful mention from a credible source now outweighs hundreds of low-quality placements.
Founder Values Shape Company Culture
With 150 people across 50+ countries, BeInCrypto emphasizes culture, structure, and shared values. Editorial decisions, hiring, and strategy all reflect analytical thinking, integrity, and sustainability.
“If you build something for the long term, you need to be aligned with your core values and your DNA,” Alena emphasizes.
Want to hear Alena’s full insights? Watch the full podcast interview here.