As a marketer, you have probably realised that you can’t throw a rock these days without hitting a media site talking about NFTs, the metaverse, Discord, and all things Web 3.0.
We are currently in the early stages of a major shift on the internet. Consumers are changing the way they behave online and brands are changing the way they operate. Facebook's parent company has changed its name to Meta to focus on the metaverse. Square has now become Block and is focusing on blockchain technology and cryptocurrency.
But what do these changes mean for marketers? In this blog, we cover how web 3.0 changes the way that you will interact with your audiences and some great web 3.0 marketing strategies you can start using today.
If you’re not sure what web 3.0 is, you can check out this blog, where we explain in detail the stages of web 1, 2 and 3.
As web 3.0 grows there will be some key changes in consumer behaviour which will affect how you will create your content marketing strategy.
Consumers may use digital wallets that hold cryptocurrency and use these to purchase products and services online. Not only can digital wallets hold money, but they can also hold information. For example, a consumer may have their name, email, location, ID, and more stored in their digital wallet.
Consumers will then be able to share access to their digital wallet with your company, without actually giving you the data. For you, this means that rather than having thousands or even millions of static entries in a database, you have a dynamic system with access to wallets.
You can now target audiences based on more accurate data because their wallets will be kept up-to-date and you have access to that accurate and new information.
But what if a consumer revokes access? Consumers can do that, and quite simply too. So, you, as a content marketer, have to deliver great value to keep the relationship.
Here are a few ideas for content marketing strategies that use web 3.0.
An airdrop is a simple and popular marketing strategy for web 3.0 companies. An airdrop is when your company's project distributes tokens to users for completing a certain behaviour. You are essentially rewarding them for behaviours that you want to incentivise, such as testing the network or a protocol.
Tokens can be distributed to a specific group of people or to everyone on the blockchain network.
Airdrops are a great way to address a cold start problem that your company's web 3.0 project might face. They help to boost early adoption, by rewarding, or incentivising early users.
NFTs are a great way to create VIP access to events, content and products. Think Charlie and the Chocolate Factory, and your NFT is the golden ticket.
You can use NFTs as tickets to your events. The holder of the NFT can gain exclusive VIP access to the event along with any other perks you want to throw in.
Time is money. When consumers give you their time by consuming your content, playing your game or anything else, show them you value their time by giving them a reward. You can give them Bitcoins or any other crypto, NFTs, or whatever you can think of.
It is not only the technologies and strategies that will be changing with web 3.0. You will also need to remember that web 2.0 goals and success metrics won't always be the same as web 3.0.
Marketing in web 3.0 is all about building relationships. Your brand needs to stop thinking of customers as numbers or ways to make a profit. Instead, you need to start looking at them as partners, people who are looking for the same thing.
You need to build communities and make users feel connected. You then align your growth strategy and community incentives accordingly.
Web 3.0 is bringing about significant change in content marketing. One of the most notable differences is that your marketing strategies will have to have a greater focus on building communities and providing value to your users.
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