Blockchain Explained: Busting Blockchain Myths With Educational Content
Our Managing Director, Kathryn Strachan, recently shared her Blockchain expertise at the Scottish Blockchain Meetup webinar: Busting Blockchain Myths with Educational Content.
Blockchain is set to disrupt every industry from financial services to healthcare and agriculture. Already 53% of companies say that blockchain has become a critical part for their organisations, which is a 10% year-on-year increase.
In case you missed the webinar, or want to refresh your memory, here are the key insights from Kathryn’s talk explaining how to bust Blockchain myths through educational content.
Blockchain’s Main Misconceptions
Blockchain initially emerged into the public psyche as the technology behind the first major cryptocurrency (Bitcoin). But, the tech has much greater potential beyond digital currencies. Blockchain actually has several uses, such as secure storage of medical data, advertising insights, and personal identity security.
Other myths include:
- There’s only one Blockchain. (Fact: There are over 6,500 on GitHub)
- All Blockchain transactions are anonymous. (Fact: Transactions can be traced using technologies like Crystal or Chain Analysis)
- All Blockchains are public (Fact: You can also have private Blockchains, or ‘permitted Blockchains’)
Lack of Education is the Main Barrier Standing in the way of Blockchain Adoption
There’s a lot of confusion and uncertainty around Blockchain, which often limits companies’ confidence in adopting it. This confusion includes a lack of in-house understanding or awareness, regulatory issues, uncertain return on investment (ROI) and concerns around security.
By educating their audiences and internal workers, Blockchain providers can close this knowledge gap and increase confidence in the technology
How to Market Blockchain Effectively
Follow these steps to create a winning marketing strategy for your Blockchain brand:
Understand Your Audience
When you don’t understand who your audience is, you end up creating content that is tailored to yourself. Unfortunately, your message will fall flat because you failed to understand what your target audience wants. Start by asking yourself these questions:
Set the Right Foundation
Your website is the starting point to which all your marketing and PR efforts ultimately lead and the best place to showcase your capabilities and educate your audience.
Align your site to clearly explain who you are and what you offer while avoiding jargon-heavy language. Always be sure to complement the text with an eye-catching and easy-to-navigate design. High-quality user-experience is critical!
Optimise For SEO
While Blockchain is still relatively mysterious to the public, thousands of people search for it every month. So you’ll want to implement SEO best practices to get your content in front of the right audience.
Conduct thorough keyword research and select ones with high search volume and low keyword difficulty (the lower the keyword difficulty, the less competition you have for the keyword).
Educational Long-Form Content
Long-form thought-leadership articles (1,000 words or more) are an excellent way to take a deep-dive into the ins and outs of Blockchain to educate your audience about the technology. Publishing regularly about Blockchain helps disrupt the myths and barriers to adoption by bridging the knowledge gap..
Long-form content is also an excellent way to boost SEO and bring organic traffic to your site.
- Who are you talking to?
- What is their current understanding of Blockchain?
- What misconceptions might they have about Blockchain?
- What do they need to know before contacting you?
- What pain points can Blockchain solve for them?
Gather information about your target audience and create customer personas or “customer avatars” to put a face on your audience. Once you know who you’re talking to and what makes them tick, you can leverage psychological elements to position your company as something your target market needs immediately.
Content Through the Sales Funnel
Your audience requires different types of content depending on where they are in the sales process. A well executed content marketing strategy is a powerful tool to nurture those relationships and provide value throughout the sales funnel.
Tip: Case studies are one of the highest-converting content types out there and a perfect way to provide social proof to your prospects.
The goal of marketing emerging tech is to create a world where Blockchain is so common and ordinary that no one bats an eyelid. By continuing to educate your audience about Blockchain technology, you’ll eventually want to take it to the same level of normalcy as email or smartphones — making Blockchain the obvious choice for your customers.
Master Blockchain Marketing with Copy House
At Copy House, we’re experts at turning complex technologies into understandable content that resonates with your audiences. As “Blockchain translators”, we’re with you every step of the way to make sure you get the most out of your content marketing.
Book a free 30-minute marketing consultation where we help you get your marketing strategy up to scratch.