Will Blockchain Technology Change The Way We Write Content?

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Will Blockchain Technology Change The Way We Write Content?

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Content marketing and blockchain technology might not seem like the best match at first glance. After all, aren’t blockchains really just distributed ledgers? What use could they possibly be when it comes to long-form content?

There is more to the tech than you think. We first got to know it through, but Bitcoin is only one potential application. Ethereum proves that there is a lot more that you can do than just create a simple cryptocurrency.

Looking at the smart contract capability of Ethereum might lend us some idea of how this technology could assist content marketers. Let us take a leaf out of the music industry’s book to see how content could be managed better by using blockchain applications.

According to Wired, Imogen Heap successfully used an Ethereum-based platform to launch a song back in 2015. One of the primary motivtions for this was that the song could be sold directly to the end-consumer, without an intermediary to take a cut of the profit.

No Intermediaries to Take a Cut

Part of the problem that content creators face is how to get paid fairly for their efforts. Again, a look at the music industry can give an indication of how content marketing and blockchain-based applications could provide an equitable solution for content creators.

Royalties are a very sore point in the music industry. How do you ensure that artists receive all the royalties that they are entitled to get? Again, we can look at Imogen Heap’s example. People were able to download the song and pay Heap directly in peer-to-peer transactions.

This could prove to be an equally useful solution for content marketers by providing a direct distribution system without the need to involve intermediaries at all. An e-book could be easily created and distributed at a better price because there would be no need for a distributor like Amazon, for example.

More importantly, though, the system could provide real copyright protection for content marketers through establishing a clear record of creation.

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Image by kentoh via Bigstock

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Content Marketing and Blockchain Applications for Copyright Protection

Copyright infringement is a serious concern for content marketers, especially when they are producing a quality product. They can publish original content today, only to have it copied tomorrow word for word. Search engines quickly pick up on the duplication and mark down both sites as a result.

The issue then becomes how to prove who the original creator of the content is. With a blockchain-based system, this issue could be fairly easily solved. Once they add the data, there is a permanent record of when it’s creation and who added it.

It is possible to imagine a “ledger” of content going forward. It is also not outside the realms of possibility that part of the verification process of adding content to this ledger would be a check that it is not a blatant copyright infringement.

While we are not quite near that stage yet, it is something that could come about in the foreseeable future. For now, though, we have a way of creating a permanent record that cannot be tampered with.

A Tamper-Proof Decentralized Record

According to Forbes magazine[1], two of the chief benefits of the tech in this area is that the information is decentralized and tamper-proof. No one person or entity controls the data, making it impossible to add or change information without the consensus of the network.

This in itself could prove useful in establishing credibility with users. They could track each and every stage of the process to ensure that the content that they are consuming is the genuine article. They could trace the material back to the original creator easily and quickly and establish the history of it.

The brand story could be checked very simply, allowing for more trust between the brand and its consumers. It could also enhance the relationship between influencers and brands and make influencer marketing more accessible to everyone.

Influencer Marketing

Influencer marketing is hot news at the moment, but there is no real way to see how effective it is for a brand. How many legitimate clicks and sales can actually be attributed is something that is difficult to determine at the moment.

With blockchain-based technology, we could at least help to filter out duplicate clicks where people have been trying to falsely boost stats for monetary gain.

This same system could also be used to create a reward system for influencers who promote your posts. Mavin is an application geared directly at doing that. With Mavin, every action the influencer takes towards promoting your posts earns them a set reward.

So, you are only paying for them for what they are doing. The company gets better quality promotions at a more reasonable cost, and the influencer has more incentive for promoting posts.

This could also be beneficial when it comes to attracting a wider range of influencers, including the micro-influencers that could be infinitely more important to your business.

According to Forbes, micro-influencers generally have fewer followers, but they tend to operate within a specific niche. So, you can create more targeted marketing by partnering with these individuals.

The targeted traffic from these sources should result in better results than would be the case even with influencers with substantially more followers. Let us use a wild example here. If a company that marketed chicken manure got a shout out from Kim Kardashian, how useful would that be?

The site would get a substantial number of hits, it is true, but how many of Kim’s followers are likely to want to buy or use chicken manure. If, on the other hand, you partnered with a micro-influencer who was operating in the eco-gardening sphere, you would be likely to have a lot more success.

Wrapping It Up

In this post, we have barely scratched the surface of what is possible for content marketing and blockchain-based applications. The immediate benefits are that it could assist with the protection of intellectual property and providing a better delivery system. That this is just a start is quite clear – keep an eye on Iris Content for the latest developments.


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Annie has over 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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