Let's talk about the strategies and channels you will be using to get the best outcome out of your crypto advertising efforts.
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting…The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet…” – “Content is King” essay by Bill Gates (1st March 1996)
While Mr. Gates meant all sorts of content in general, content marketing is essentially a strategic approach focused on creating and distributing relevant and consistent content dedicated to a topic or a brand to attract and retain defined audiences and driving free organic traffic toward your sales pipeline.
Pros and Cons of Content Marketing
- Your content attracts pinpoint-relevant clients and customers.
A strong content marketing strategy means dedicating time, energy, effort, and resources to the final product repeatedly. While producing high-quality, targeted information is often sweat-worthy, it is worth the price.
- You evoke an emotional response and build a loyal community.
You attract loyal readers and followers by regularly deploying meaningful content to evoke an emotional response. This emotional connection is crucial in social media - people will readily share content they find inspiring and believe can similarly move others.
- You increase your chances of viral media exposure.
Following the same principle as producing emotional content, you will inspire people to pass along the new knowledge. Relevant content will appeal to more than one person– and the masses will begin to chatter about what you have to say.
Making these traits inherent in your content will result in your followers searching for more content you have created to share with others and boost their own reputation.
- You become a reliable source of information as an industry leader.
Being a reliable content provider shows your devotion to producing consistently resonating content and earns your followers' loyalty. If you continually create a message and material that moves people, you will have a formidable reputation as an industry leader. It will take time, the ability to accurately communicate your message, and mastering an understanding of the needs of your target audience.
The ultimate goal is positioning you as an alpha pack leader of your industry for others to look up to.
- You increase your brand advocacy.
Your thoughtful and detailed stories won’t move just everyone to tears, but those who find themselves immersed in your content will become its regular consumers and will naturally become protective of your work and your brand.
If your content resonates with people who commit to an investment in your ideas simply by reading your content – they will go ahead and defend your brand if your reputation is challenged.
- You capitalize on your marketing investment with content marketing.
You can compare content marketing versus display marketing to buying real estate versus renting it.
While display ads come and go, content stays for life, as long as the websites hosting it stay online. Even defunct website content can still be retrieved and reused with a free crawler archive service like Wayback Machine.
The moment you stop paying for display ads, competition takes over your ad spots, and you are no longer visible. Besides, the general public got so used to the standard formats of display ad spots on major Web2 social platforms they practically became immune to it to the point where people simply don’t notice the ads anymore, regardless of how inviting the ad titles are. Not to mention display ads and ad video reels are subject to fumigation and extermination by numerous advertising blockers like uBlock Origin.
On the other hand, written content will stay online, get indexed, and attract visitors searching for its topics and keywords for years to come.
The “Cons” of content marketing is that it is not easy to regularly produce high-quality, technical, and relevant content in the crypto and blockchain industry, and it is an expensive endeavor. But as outlined above, the efforts required to succeed using this marketing method and communication are well worth the costs and bear fruit steadily.
This topic should give you a better understanding of why content marketing is attractive, why so many companies do it, and how you can start tackling it.
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Up next is discussing the modern wild crypto social media in Crypto Marketing Guide 2022 - Part III!