I’m guessing that if you’re finding this particular post as the result of a Google search, you probably work in cryptocurrency and are looking for marketing advice. You might also be part of an entirely other industry and have been keeping track of current marketing trends that involve blockchain and want to know more.
I’ll add this disclaimer: I’m an expert on content marketing. I have staff writers who are experts on cryptocurrency, but I’m not one of them. I think that what I’ve uncovered in my research for this piece will be exciting to those who work in cryptocurrencies because the language of this kind of marketing is one they already speak. I think it will excite people in other industries because it will give them ideas on how to market more transparently. Both groups will learn how to collect tons more data and fine-tune their blockchain marketing strategies.
Not Just Cryptocurrency
For those not in the know, blockchain is in no way exclusive to cryptocurrency. It started out that way, and it remains the framework for all cryptocurrency systems. You’d be hard-pressed to develop a more airtight security structure.
The ability to track every hand through which even the tiniest fractions of Bitcoin passes demonstrates the potential of the technology. At the end of the day, cryptocurrency is data. If it’s just data, then any kind of data should be trackable via blockchain … and it is! Digital marketers are using blockchain every day to accomplish these and other marketing goals:
• Verifying ad delivery — easy to confirm actual views by real people per impression.
• Verifying engagement — comprehensive metrics on who is reading your blog, how much of it they read, how long they stayed, etc.
• Ensuring ads are being served at the rates reported by the CPC/PPC provider and not being overserved.
• Verify uniqueness and similarity to other content — important if you’re working with independent freelancers (which is why you should always work with an agency like Beez).
Oh, if you want to understand this a little better, have a look at how AdChain does things. There are also tons of other resources that explain how blockchain boosts marketing efforts.
Blockchain and SEO
Marketers who engage in content discovery (also known as search engine marketing or SEM) use paid ads to drive traffic to specific sites, pages, and pieces of content. While many platforms offer power targeting tools, most of them still have a finite amount of data at their disposal when deciding where to drop ad impressions. Check out what AdChain metrics include. It tells the entire story.
Blockchain technology is already revamping the entire way marketers and advertisers find each other. Google AdSense is a powerful tool, but its ad delivery system is still nowhere near as precise as one fueled by blockchain. Blockchain tech can handle data from more big data sources and deliver much more precise information about people than a single search engine. It can also crunch numbers based on individual user buying behaviors and a host of other metrics.
What does that mean for your blog? It means attracting more readers who share high percentages of attributes with your ideal avatar. That means more effective ad spend and more engagement. This is why I always recommend running Google ads to not only boost credibility and ensure more clicks (Google is a trusted source, so people are more prone to trust their advertisers) but also work with other networks that serve more targeted ads. Have you clicked the AdChain link yet? I just gave you another chance.
Blockchain and Transparency
I write quite a bit on this blog about transparency and trust. This part isn’t so much about blogging, but rather about positioning your brand as one that’s worthy of trust. Once you get people to your blog, you want them to stick around and hear what you have to say.
Having a degree of visibility and disclosure that rivals your competition will drive more people to your brand. Since blockchain operates as a trusted shared public ledger, any business that transacts business online can pull up important numbers on demand. SingleGrain puts it this way:
“Another value proposition of blockchain is the level to which everything is documented and verified. For example, a customer could get a ‘behind-the-scenes’ look of a retailer’s supply chain – and find out exactly how the product was made. The transparency allows the consumer to discover whether a company is trustworthy about their claims or not (source).”
You could start tagging your posts (and signing emails) with your company’s transparency statement and links to data your ideal customer or client deems important. Several of those types of data are outlined in the quote above. To be clear, this isn’t about ads. It’s about your business and how you do business. The more your leads know about that, the more likely they are to become customers. Maintaining full transparency also keeps existing customers loyal.
The Changing Face of Marketing
It’s no secret that the way we do business online is in a constant state of flux. In the next few years, we will start seeing major shifts toward blockchain-driven marketing metrics that search companies like Google will be forced to develop.
As these changes take place, recognize the significance that your blog and all your other written content have in your overall marketing strategy. Don’t leave how your content performs in an evolving marketing environment to chance. BeezContent exists to help marketers and businesspeople like you build stronger brands through high-quality content. We look forward to discussing your content needs and developing a winning strategy that boosts visibility and grows your customer base.
