Blockchain can be a tricky topic to market.
Crypto nerds and fintech enthusiasts aside, finding ways to zhuzh up blockchain content is an all too common challenge for blockchain-based businesses. Yet, blockchain’s importance in the B2B and B2C tech communities is undeniable.
Financially speaking, business spending on blockchain solutions is expected to increase more than 10 fold by 2023 to $15 billion, so integrating distributed ledger technology is a clear priority.
So, if investment in blockchain is set for exponential growth, what’s the issue here?
In a nutshell, the blockchain industry’s roadblock is building the awareness of future users of its technology. And unfortunately, a sole stream of written content won’t suffice. From edtech to app communities, all manner of businesses big and small are going to depend on blockchain in some form very soon. Their interest, therefore, needs to be stimulated now.
Is there an answer? Interactive marketing.
Interactive marketing is content that adapts
As a blockchain business, your need to change with consumer trends and market disruptions is second only to your need to appear secure and accessible.
With interactive marketing, you can make your content user-centric without compromising on your image of being a safe company to do business with. Interactive marketing campaigns are driven by prospects’ actions, triggered by their clicks, scrolls and behavior around your content.
Say that you’re trying to tell your blockchain story to a new audience. Having an ‘About Us’ section on your site isn’t cutting it. Your story has to permeate throughout every area of your marketing efforts, and must clearly show what your blockchain products are all about. The antidote here is visually stimulating images like infographics, video-embedded content, quizzes and free dynamic resources. Better said, the antidote is interactive marketing.
Building blockchain awareness is all about dynamism
We’ve already established that blockchain technology doesn’t inspire the majority of us. Unlike a luxury yacht or trendy app, a lot of blockchain use cases are on the periphery of an overall service. It’s a supporting act to operations and rarely a lead role in a final product.
This is where dynamic marketing content can be your secret weapon for putting your blockchain service on the map. Take, for instance, encouraging healthtech firms to incorporate blockchain technology for keeping client personal data safe. An interactive quiz on the importance of data security for healthtech companies is infinitely more appealing than an essay that drones on about why data security matters.
So, interactive marketing is agile and recognizes that less equals more. That’s all sounds well and good, but what does this mean for building blockchain brand awareness?
The interactive marketing pipeline: awareness – education – adoption – advocation
Building awareness around your blockchain solution is the first step on the road to fleshing out your sales pipeline. But you also need to flesh this pipeline out with warm leads that are a good fit for your services. Interactive marketing helps you do just that.
Put it this way. You want to view prospects as individuals. By viewing them as individuals – assessing their hobbies, tastes, age group and other demographic indicators – you’re better equipped to create content that’s tailored to their liking. Interactive marketing is centered around creating a personalized journey for your prospects, relating to content that strikes at the heart of their pain points.
Let me lay all of this out in an example:
- After building awareness about your blockchain product, say with a dynamic infographic on social media, you need to foster further engagement to retain your prospects focus. Note: if the prospect is a future user of blockchain, keeping them interested in its relevance now is key.
- You link your infographic to an educational video on your website that sums up why your application of blockchain technology should be a core priority to prospects in 60 seconds.
- At the end of the video, an eye-catching CTA awaits for users to sign up to a free virtual demo of your blockchain capabilities.
- Happy clients provide video testimonials that outline how your blockchain solution is now a crucial part of their business operations that can go on your website and social media channels.
All four parts of this journey is done with interactive marketing. And what’s more is that using marketing data to target specific audiences at each of these stages is considerably more effective.
For one, engagement is easier to track. For instance, you know if someone has clicked on your dynamic image or watches a video until the very end. Marketing data about written content, on the other hand, can be less instructive on if users have read all of your blockchain blog.
Likewise, making changes to interactive content to align with data insights is generally easier. Chopping and changing content on an infographic, is significantly less time consuming for a designer than rewriting sections on a long-form article.
Final Thought: Blockchain content does best when brought to life
Making blockchain an attractive proposition for new users doesn’t have to be difficult.
With interactive marketing at your disposal – and a communications approach that’s personalized – you can be sure that your blockchain content is keeping prospects on your website and social channels. Blockchain has always been relevant. Now, blockchain can become interesting with content marketing that breathes life into its wide ranging capabilities.
Who says blockchain needs to be boring? Interactive marketing says quite the opposite.
