The blockchain industry is like any other industry, you need to tailor the type of content you package and where it will be distributed to your target audience. In order to do that, you need to understand the blockchain audience and industry and how they both tick.
Firstly, in terms of the blockchain industry, it should be noted that it can sometimes be a bit tricky to create content for your project, especially if it is related to cryptocurrency.
In 2018 restrictions on certain content forms like PPC and social media paid-for campaigns were put in place owing to some unscrupulous behavior. This was done to protect consumers against unethical advertising. Fortunately, over the last couple of years, some of these restrictions have been relaxed.
Secondly, when it comes to reaching blockchain audiences what you need to understand is the nature, behavior, and demographic of blockchainers. It's never nice to lump people into buckets to be targeted with advertising and it's fair to say that the blockchain community fervently resists these attempts by mainstream and traditional media.
Typically the blockchain audience wants to exist in a decentralized space, off the grid and often use ad blockers and alternative search engines as well as open-source applications to protect and manage their identities.
Protecting your identity is everyone’s prerogative. At AmaZix, having managed blockchain communities since 2016 we find this to be the general trend within the blockchain industry. Not only that but, the AmaZix founders and team itself are avid supporters of the blockchain ideology of decentralization and that is why we wouldn't want to upset the very community to which we belong with invasive content and content forms.
However, we do want to support the adoption of blockchain technology by more people as we believe wholeheartedly in the opportunities it offers in the form of bankless banking and decentralized finance or DeFi services.
Thus, at AmaZix we tread a fine line by helping our clients do the same. We ensure that we employ content forms that our clients are comfortable with, that are ethical, have excellent success rates, and bolster the blockchain community.
Here are a couple of content forms that work exceptionally well within the blockchain community:
The interactive nature of social media makes this space ideal for content dissemination and customer feedback and engagement. In this instance, we talk of organic unpaid social media content. Not only does the short messaging with the ability to include a visual aspect allow you to lead followers to more information, but this type of content can also be great to take sometimes complicated blockchain information and translate it into bite-size chunks that are easy to understand. And if there are questions about this content they can ask.
Unlike the more niche online spaces that blockchain communities occupy like Discord or Telegram, social media’s benefit is that it is a mainstream platform which allows for broader exposure to different audiences and social media platforms are referenced by search engines thus the content they convey is searchable even outside of the platform.
If you are keen on understanding more about this topic check out one of our previous blog posts on the top reasons blockchain projects should be on social media.
Website, SEO, and Blogs
Ensuring that your website is technically optimized for search engines is important - your site should be mobile responsive, fast and backlinked properly. Furthermore it is essential to optimize your site in terms of suitable keywords and search terms. Moreover, you need to continually create fresh and relevant content in the form of blogs to ensure that those actively searching for your service or one similar to yours will be directed to you. Once on the page then you need to have a strategy to take the user on a journey to find exactly what they are after.
AmaZix can guide you through this process and give you the tools you need to be searchable and findable online.
Web SEO gives your projects visibility when audiences are pulling information about a topic related to your project. However, in our experience, another excellent way to push content to your audience is through PR. By actively engaging prominent media and news channels with the latest developments and upgrades you create awareness for your brand. PR also creates backlinks to your website which is another important dimension for effective SEO.
As you can see most of what we recommend is content-related. Strategic development and dissemination of content not only creates awareness for your project but also transparency about the project and educates your audiences. In this day in age, we are bombarded with content, so, at AmaZix we try to ensure our clients’ content is useful, meaningful, and authentic.
After all, content is king!
These content forms are a little harder to bring success although that does not mean they don't, they just have to be executed properly. We don't suggest as a project that you navigate this sort of content form alone, without previous experience. Let AmaZix guide you or someone with experience in these content forms, in your team.
Influencer marketing can be hugely effective but is not always a content form appreciated by the blockchain community. We recommend this route only if you know for sure that the influencer’s reputation is sterling; that they truly understand and believe in your project, and are committed to furthering your cause authentically.
PPC and Paid Social Media Advertising
As we mentioned at the start of this article, there are some advertising restrictions for paid-for PPC and social media. Certain words, phrases, and terminology need to be avoided and this can depend on the Search engine or the social platform.
Fortunately, AmaZix knows how to work through what can sometimes be a gauntlet in order to reach new audiences and markets. Even though it is tricky we find it well worth advertising on various platforms especially to expand your project’s reach. If you want to know more about PPC and its success rates check out one of our previous articles.
So that is our two cents worth!