How will the rise of blockchain, crypto and NFTs affect content marketing?

Published Feb. 24, 2022, 1:14 p.m. by Denise Wall

Our 21st-century digital El Dorado will see the advent of a new cadre of specialist content marketers, but audiences will still be looking for high-value content that engages and educates them.

Although NFTs (non-fungible tokens) have been around since 2014, they’ve only managed to grab a hold of the public consciousness since 2021. Reporting on the new asset class has skyrocketed as everyone from major brands to sporting legends and politicians have been keen to get in on the action and mint their own digital resources.

Nowhere was this more visible than during the 56th Super Bowl, arguably the most-watched sporting event in the United States, when brands took advantage of all those eyeballs to shill the near-future, including blockchain-backed cryptocurrencies and NFTs. According to Forbes Magazine, advertisers such as automaker Kia, Anheuser-Busch of Budweiser fame and the NFL itself used the opportunity to promote NFTs linked to products and to fundraise for non-profits.

Put simply, NFTs are a digital representation of physical assets. So far, they have primarily been used to digitise collectables including artwork, sports iconography and breakthrough moments, such as the first tweet ever posted by Twitter CEO Jack Dorsey. Like cryptocurrencies, they exist on a blockchain, which is a decentralised database that maintains a secure record of transactions and ownership. Unlike cryptocurrencies, they cannot be exchanged for assets of equivalent value, so they cannot be used for commercial purposes. But like other collectible items, they can be bought and sold, and it goes without saying that the ideal setting to showcase and view NFTs is the metaverse.

As blockchain technologies like cryptocurrencies and NFTs come into their moment, companies looking to plant their flag in this new territory are positioning themselves to create relevant content to build and nurture audiences – particularly existing asset owners and potential buyers. Jobseekers can expect to see firms advertising for novel kinds of marcomms expertise, such as NFT artists, Crypto Blogger, Blockchain Marketing Manager, or even Chief Community Officer – a role that will create strategy to shape how a firm’s audience interacts with its NFTs.

Brand new titles, same trusted methods

Spanking new job titles aside, some marketers believe that the same principles that drive successful content marketing in more traditional sectors will hold true during the golden age of intangible assets. For example, the insight that high-value content is more likely to be well-received than treated like spam and helps drive conversations while promoting thought leadership is equally valid for moving physical products in the real world, as it is for engaging owner communities as well as potential buyers of digital assets.

Moreover, since buyers of real estate or cryptocurrencies or NFTs will likely Google the subject of interest before making a purchase decision, getting that Google love will remain a priority. The best way to do that, of course, is to produce outstanding keyword-optimised content that adds value to the subject and prompts Google to promote it in search rankings.

NFTs can also be used to reward collectors with so-called unlockable content, which essentially adds additional layers of bonus content to the original digital asset. This can include media files, downloadable pdfs with in-depth insights, or even links to special websites with more detailed information. This kind of premium content has the potential to expand the brand story and enhance the experience for owner communities.

Finally, and not least of all, the more quality content NFT and crypto brands generate, and the more consistently they do so, the greater the likelihood that they can grow their organic reach, rather that having to bankroll audience-building methods such as PR or other paid advertising. And when it comes to the bottom line, an investment in a steady flow of valuable content has the potential to deliver greater long-term returns than big spending on sponsored channels.

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