For a long time, content marketing has been about creating content like blog posts and videos and distributing them across different channels, but with the arrival of Web3, that’s quickly changing. Companies need to adopt new technologies to remain relevant as the demand for better and more modern services grows.

What this means for you as a content marketer or content creator is that you need to be aware of the latest trends in the content marketing space and how you can use them to improve your services. In this article, I’ll cover how Web3 is changing content marketing and the Web3 tools available for content creators and marketers. Let’s dive in!

Why Web 3? What’s Wrong with Web2?

The internet you’re using right now to view this article is based on Web2. In essence, Web2 is the current version of the web that allows users to write (create) and read (view) content on the internet. You can use social media to write and post any content, and people from around the world will see it.

Web2 has a lot of use cases, including seeking information, solving problems, and communicating with people. Web2 also allows creators to earn income from their content. With all the amazing benefits that Web2 offers, why do we need Web3?

The Influence of Web3 on Content Marketing

Web3 is popularly called the decentralized web. This latest version of the web allows users to write (create), read (view), and own their content. The most prominent problems in Web2 are ethics around data privacy, content ownership, and centralization. Web3 solves these problems and more. Here’s how:

1. It is Decentralized

Control is transferred from centralized authorities to content creators. With Web3, you can create and publish without having to go through a middleman or receive a censorship notice. Web3 promotes freedom of speech. In addition, it relies on a peer-to-peer blockchain network that prevents hackers from taking down websites.

2. It Improves Data Security

According to a report by IBM, poor data management costs companies about 3 trillion dollars a year. The data management system in Web2 is fragile, and any slight breach would profoundly impact the records of millions of users.

In Web3, data security is guaranteed as data is distributed across several nodes in a network such that a slight breach will have a negligible effect on the integrity of the data stored. For content creators, building trust with your audience is critical to long-term loyalty, and for many, how secure their data is, is a matter of huge concern.

3. Communities Become a Priority in Web3

The soul of Web3 is a thriving community. Brands must position themselves in the Web3 space by enhancing community activities.

People want to belong to a cause or a group, and one of the tools to create a sense of identity for your community is digital collectibles.

Digital collectibles include non-fungible tokens (NFTs), which are stored on the blockchain. With NFTs and other community products, you can create a comfortable, fun, and rewarding community identity for your brand.

4. It Boosts Content Monetization

There are many more ways to optimize your monetization strategies in Web3. You can create a token that grants your community members access to your content.

For example, serial entrepreneur Gary Vaynerchuk, popularly known as GaryVee, released an NFT collection called VeeFriends. Owning one of the VeeFriends collections grants you 3-year access to attend VeeCon.

You can also adopt Web3 use cases by creating tickets, badges, avatars, or documents as NFTs for your community. Apart from the benefit of securing an active community, you also get increased revenue as more individuals and companies buy your products and services.

5. It is a Better Content Consumption Experience for Users

The content model in play involves publishers standing between creators and consumers. The publishers partner with advertisers to feed ads to consumers using content products like blog posts and videos. More often than not, the ads are personalized based on data gathered from users, resulting in an irritating experience for many.

In Web3, ads will not be obliterated, but the extent of ad display and the level of personal data collected will be minimal. The Brave browser is a good example of a web3-based company that also rewards users with BAT crypto tokens for viewing content on the browser.

Web3 Tools for Content Creators

Social Media Community: Steemit – a blockchain-based social media Web3 app where users share their voices and earn from sharing.

Storage Service: Storj – a Web3-based service that allows you to pay lower fees for blockchain-secured cloud storage.

Video Streaming Service: LivePeer – a decentralized video streaming service that allows content creators to build streaming platforms at a fraction of the cost.

Music Streaming Service: Maestro – allows creators to brand their streaming sites and monetize their video creations. 

Decentralized Web Browser: Brave – a web3-compliant browser that promotes privacy, decentralization, and a better web exploration experience. 

In conclusion

Web3 marketing is a novel content marketing approach based on practicing traditional content marketing using blockchain integrations. It is also an opportunity to create value for your audience and make them part of your brand.

Although Web3 is in its infancy, it will become a crucial aspect of the everyday lives of individuals and business owners. The future of work for content marketers will include more integration of Web2 marketing APIs and tools to Web3 platforms. The best time to get started learning about it is now.

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