Bad content in the blockchain world

It took me a while to get my head around blockchain, as there are so many complex explanations on how it works. Then I found something that sums it up well and a very neat video from The New York Times on cryptocurrency.

In simple terms, crypto codes appear so that people can invest, trade and sell with a long string of numbers. Buying and exchanging with blockchain means that the traditional process is not needed. No need for logging on with a password or any liaison with a data company.
Finance is the most obvious industry disrupted by blockchain. But content marketing will soon be another.
As content marketers we write, edit and publish the best content we can produce. But will this change in a blockchain world, and will quality slip as it becomes difficult to regulate?


Blockchain changing content

Content agencies work with freelance writers and editors to make sure of the quality.  But in the future, the marketing middleman could disappear. Content creators may connect with publishers and complete transactions between themselves. Freelancers start to exchange value propositions with one another in an online portal. As smart contracts will be easier to sign and send to clients.

According to Christoph Burgdorfer, Tech Director of This Place,

“Blockchain technology will enable creators of content to capture the value from each piece more efficiently. Examples of such concepts are and where users earn value bearing tokens such as cryptocurrency for blog posts, social posts, comments and so on. This may encourage more people to get into content creation, which, if connected to marketing, provides potential to a vast array of new business models yet to be explored.”

There are already organisations popping up that are testing a new model. Take – online portal simplifying transactions between businesses and influencers.

How we consume and who we trust

There is a lot of control over how and where we consume content due to brand affiliation and media control. But if you took this away and allowed consumers to pay for content from the publisher, this would change.
Blockchain will also enable closer relationships between newsrooms and their audiences.


Authenticity and quality

Arthur Falls, produced several popular blockchain-centric podcasts. Beyond Bitcoin, The Ether Review, and The Third Web. He suggests that blockchain will bring back quality journalism and limit fake news.

“In the simplest of descriptions, blockchain is powerful as it gives us a way to represent global truth. We can expect to see this used to trace the original source of media, ideas, and popular phraseology. This will increase the value of original content and reward quality and timeliness over strong distribution.”

But does the rise of blockchain mean more clutter and promotional content?
“There are fewer regulations, less control over who pays who and bigger anonymity. It will be easier for content creators to receive payment from brands that they are working with,” says Krista Krumina from Truesix.
Brands will access audiences as data comes through third-party sites. This may mean that content creators will be able to reach a more targeted audience.

“Consumer trust is especially important within the luxury sector. Blockchain can aid content marketers to fulfill consumer needs. Validating ad spend and legitimising influencer content are a few ways to support. Authenticity and transparency will be important factors when marketing a product or service.” Jessica Oram, content and PR manager at Maxwell Scott
It’s too early to tell what will happen to the content marketing world and everything crypto. But it’s worth keeping an eye out for changes and being ready to get on board with a new form of disruption.
*All persons interviewed in this post volunteered and were not paid.

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