The phrase “content marketing” is commonly used among Business-to-Consumer (B2C) and Business-to-Business (B2B) marketers. The rise of content marketing is mostly driven by the huge influence of search engines on buyers and sellers, as opposed to traditional advertising. As the world continues to get overloaded with information, competition, and technology, marketers are becoming more focused on generating scalable and valuable content for their organizations. 

Content marketing is not only a cost-effective alternative to conventional marketing but also creates more traction than conventional advertising. Countless organizations have adopted it and placed it at the center of their marketing strategies. So, what is content marketing? What are the pros and cons of content marketing, and how can this marketing technique be used to promote Web3 projects?

What is Content Marketing?

According to the Content Marketing Institute (an online platform on everything related to content marketing), content marketing is a marketing strategy that involves generating and sharing relevant, valuable, and consistent content to attract a defined audience. Content marketing helps to establish your company as the major thought leader within a particular niche. It is an effective tool for customer retention because it focuses on building brand loyalty amongst your customers. According to the 2021 Content Preferences Survey by the Demand Gen Report, 62% of customers stated that they relied on content while researching their purchases. They also had more preferences for sites that offered trustworthy content. This is why establishing expertise is at the very heart of content marketing. 

The most common types of content include video, visual, written, and audio. These types of content are distributed to customers using the following content marketing techniques:

What are the Pros and Cons of Content Marketing? 

Below are the pros of content marketing:

Helps to Build Brand Authority 

Content marketing does not only boost sales, but it also helps to establish an organization’s standing and authority within the industry. Having the right posts can help to establish your company as the market leader. This way, you can boost your brand publicity while promoting positive sentiments about your organization and its products and services. All these lead to trust building because potential customers will come to trust the authority of your business. Trust is a highly coveted commodity, difficult to gain and easy to destroy. No transaction can occur without the presence of mutual trust. 

Content Marketing is Relatively Cheap

Content marketing is a cost-effective alternative to traditional advertising methods. It costs 62% less and generates more than twice the volume of leads of conventional marketing. It doesn’t require payment for media placement, and most content marketing work can be conducted within the comfort of your home. All that is needed is a proper understanding and communication of the subject to your target audience in audio, visual, written or infographic formats. It is also excellent for quick sales cycles. 

Boost Traffic and Conversions

Generating quality content helps to attract massive visitors to your websites and, in the process, increases your site’s traffic. Once on your site, you can encourage them to purchase a product or sign-up for any service. When you produce valuable content, it directly impacts your site’s SEO ranking. Having a good SEO ranking means that your website is active and functional. This helps to boost your organization’s revenue while enhancing its coverage. 

It Has a Compound Effect

Having a solid content marketing strategy can produce a net compound effect. If your business consistently produces quality content, it will, over time, become a force to reckon with. This also compounds your followings and reach, exposing you to new customers while helping you retain your original base. 

Despite the amazing pros of content marketing, it also has certain downsides, such as the following:

It is Time-Consuming 

Producing high-quality content can take a lot of time. Coming up with topics and formats can take a lot of work. After that, generating content for the topic requires detailed research and examination. This involves collecting, evaluating, and presenting data in an easy-to-digest format. Excellent contents require a proper understanding of clients’ problems to attract them. This can take time, but it will help you provide content relevant to your customers’ needs. 

Content Marketing Requires a Good Deal of Talent and Expertise

Content marketing is a creative exercise in itself. It requires the possession of certain skills and expertise to accomplish. Producing infographics and videos requires expert skills like video editing and Excel proficiency. Furthermore, aside from being a good content marketer, you need to possess a certain amount of talent in areas such as strategic analysis, web design and development, content writing, copywriting and social media management.

Positive Results Take Time

Another downside of content marketing is that results aren’t always instant. It requires a lot of effort and perseverance, alongside several periods of trial and error, to discover the best technique that produces the best results. This can take months, and most times, the results might not be positive at first. This is why it is often considered an investment into the future. 

Challenging to Manage

Content marketing can be challenging to manage. You will have to conduct various research, using different techniques like surveys, to gauge the mood of customers. And each time you post your content, you must endeavor to measure customer responses, which can be very challenging. This becomes more challenging without the required resources, like skills and finances. 

Outsourcing Content Marketing

Many companies and brands decide to outsource their content marketing, simply due to the overwhelming amount of time that goes into it. It is truly better to trust your content marketing with someone whose sole job it is, whether outsourced or in-house. If you are thinking of going with outsourcing the job, Off-Chain Communications may be one of your best options. Offering content strategy, content marketing and PR services, the agency is an expert in establishing thought leadership and expertise on any Web3 topic.

How to Promote Web3 Projects Using Content Marketing

The Web3 ecosystem has witnessed tremendous growth in the last decade. Every day, we are greeted with new projects, ranging from crypto, DAOs, NFTs or the Metaverse. The space is highly competitive and never lacks ideas capable of changing the world. However, one of the challenges Web3 projects face at the beginning is reaching the relevant audiences or target market. Promoting Web3 projects involves placing ads in the right places and explaining to your target community your value proposition and why it is vital to join or follow you. It is imperative for new projects/products to be in the face of ideal clients. 

Content marketing is the ideal strategy for overcoming this and many other challenges. Companies looking to host Web3 projects can take advantage of the flexible and digital nature of content marketing. Here is how to promote Web3 projects using content marketing:

Create a Detailed Whitepaper

Every Web3 project features a whitepaper containing the products’ essential details, including the problem it seeks to solve and how to solve it. The whitepaper is the central theme for your content marketing and must have a compelling introduction or story. It must be capable of holding the reader’s attention and easy to assimilate. Avoid using uncommon expressions, and only deploy them when necessary. While using a formal and academic tone is typically recommended, always include a level of human touch in the whitepaper. Details, such as personal profiles and experiences, can also go a long way.

SEO Optimization 

The expression “content is king” is very popular within the content marketing community. It is vital to integrate SEO optimization to make your Web3 project visible on the internet using content marketing. Search Engine Optimisation (SEO) is a set of rules that guides and helps promote a website’s visibility. The more visibility (traffic) you receive, the higher your chances of having a customer base. One way to boost your SEO ranking is through specific keywords. 

Conducting Social Media Campaigns

Social media is an excellent platform for content marketing. Virtually everyone uses one form of social media, making it a powerful platform for the success of Web3 projects. Top platforms like Twitter and Facebook are the main go-to avenues; however, platforms like Discord, Reddit, and Steemit, are excellent for Web3 campaigns. Properly study the platform(s) your target audience uses the most and build content marketing strategies that can attract them to your community. Employ KPIs for analyzing your progress and areas of possible amendments.

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Interested in marketing your blockchain/Web3 project? Please contact Patrick Hagerty at PatrickJHags@gmail.com for a free consultation and quote. We offer content strategy, content marketing and PR for the disruptive companies of tomorrow.