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Blockchain Content Marketing: A Beginner’s Guide

In 2023, global digital marketing spending exceeded $600 billion. However, an undiscovered threat exists in an invisible economy founded on deception – advertisement fraud. The fraudulent activities are predicted to steal an estimated $100 billion, of the total digital advertising budget.

How can businesses protect their investments and ensure genuine engagement with their target audience?

Blockchain content marketing helps stop ad fraud by making sure everything is clear and accountable. It uses permanent records and digital contracts to check ads, so advertisers only pay for real engagement. 88% of senior executives believe blockchain technology will eventually become widely used, indicating significant confidence in its future.

In this article, we’ll look at how blockchain content marketing helps businesses.

What is Blockchain Content Marketing?

Blockchain content marketing combines blockchain technology with content strategy to ensure transparent, safe, and decentralised distribution. Blockchain marketing establishes a secure interaction between companies and consumers. It enables them to create targeted adverts while sharing less data with others. 

Example: Brave’s blockchain integration serves a dual purpose: eliminating unwanted ads while empowering users, publishers, and creators to earn Basic Attention Tokens (BAT) through Brave Rewards. 

Brave’s ad blocker uses blockchain to quickly detect and neutralise malicious ad pop-ups, reducing malware infections. Its customisable shields provide tailored protection for individual site needs.

Importance of Blockchain Content Marketing

The following points will help you understand how you can use blockchain content marketing to create captivating narratives, increase transparency, and build trust with customers.

Foster Ownership

With over 5.1 billion websites in existence, plagiarism estimates reveal that about 1.5 billion of them contain duplicate content, presenting a hurdle for content marketers. Here’s how blockchain content marketing functions as a powerful barrier to content theft:

  • Blockchain technology protects and promotes the ownership of digital assets. 
  • It helps to prevent and reduce content theft. Since blockchain includes a distributed ledger, you can use it to generate and store content on a centralised platform. 
  • It allows content creators to ensure that their work is not replicated and that the content owner can be easily identified. Thus making it harder for others to falsely claim your asset.

Eliminates Fake Information

Blockchain content marketing works to make sure that the content you see online is truthful and reliable. It doesn’t allow fake news, false facts, or misleading ads. Many websites spread false information just to get attention or make money from ads. This is a problem, especially with paid ads. Both businesses and customers end up losing money when they trust or can’t verify the information in these ads.

A blockchain is similar to a digital ledger that stores information in a decentralised manner. So, it is not owned by one person or a company. Once information has been stored on the blockchain, it is extremely difficult to modify since everyone who uses the blockchain regularly checks and confirms it. This makes it incredibly safe and trustworthy.

For example, the New York Times has turned to blockchain technology to counteract misleading reporting. They use blockchain technology to record the contextual metadata of their news items, as well as meta-information about the photo or video content, such as when and where it was taken.

Decentralisation

Blockchain content marketing enables material to be shared across several locations. There is no single point of control, and the decentralisation renders your material redundant. If a block is tampered with in one area, it will be reflected in all blocks, preventing data duplication or loss.

If the data is changed, all other nodes will cross-reference each other, making it easy to identify the node with inaccurate information. This technique aids in the establishment of a precise and transparent sequence of events, ensuring that no single node within the network can alter the data.

Example: Contura Energy, a US coal supplier, is collaborating with AWS on a decentralised blockchain-based solution for managing international trade payments. The system aims to enhance transparency and enable mutual confidence between sellers and purchasers. It also provides real-time access to data and documentation for all stakeholders. This decentralised approach is cost-effective and risk-free.

Blockchain-Based Advertising

36% of display ad clicks are fraudulent/invalid. Advertising fraud has become a big issue, causing billions of dollars in losses for the industry. Blockchain could be the solution to fraud and other trust-related concerns in digital advertising. It allows you to build a decentralised, secure digital ledger of all advertising activities. 

Here are some guidelines for securely posting ads on websites: 

  • Blockchain content marketing prevents unintentional advertising on sites that promote political or controversial topics. Thereby reducing the risk of adversity for both advertisers and consumers.
  • Firms like AWO, Samsung Electronics, Caverion and many more use Google Adsense to ensure that banner space is only reserved for reputable companies.

Tokenisation

Tokenisation is an idea that allows us to represent real-world assets and values using tokens. For blockchain marketing, this means that brands can issue tokens that reflect loyalty points, awards, or even project ownership. 

These tokens can be used to reward customers, engage communities, build an ecosystem around the brand, and boost blockchain advertising efforts. For instance, tokens in the financial services industry can be in to form of:

  • Stablecoins are a type of cryptocurrency that is linked to real money and designed to be convertible or replicable. 
  • Another sort of token is an NFT, or nonfungible token, which is digital evidence of ownership that may be bought and sold. 

Example: Brands can sell their inventions through NFT auctions, such as the Gucci Ghost GIF, a cartoonish figure resembling a ghost that the fashion brand sold for $3,600.

Conclusion

Blockchain content marketing can change how brands generate, distribute, and market content. According to 70% of marketers, blockchain is positioned to transform digital marketing by increasing transparency.

Blockchain content marketing is projected to improve transparency, authenticity, and efficiency in digital advertising, combat ad fraud, verify content validity, and increase customer trust. Its stable ledger and smart contract capabilities will encourage genuine connection, resulting in a more equal and trustworthy digital marketing ecosystem.

Companies looking to stay ahead of the competition should consider incorporating blockchain content marketing into their present strategy. With italics, you can produce material that will keep you ahead of the competition and protect you from fraudulent actions.

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