Why content is king and how blockchain technology will disrupt the monetisation of content: what marketers need to do! Tommy S Follow Mar 18, 2018 · 3 min read

Remember the days when anyone could become famous on YouTube? It seems like a lifetime ago when Gary Brolsma was seen fist-pumping to Numa Numa in his room (12 years to be exact!). However, these days the monetisation of content via YouTube and other video-sharing platforms have incentivised content creators to produce increasingly high quality videos by spending hours and hours on planning, filming and editing — often with the help of a team of specialised professionals. Hang on, isn’t this how TV shows and movies are made?

It isn’t a stroke of luck that video social media platforms such as YouTube are taking a larger share of viewing time from TV. Social media platforms have the edge over TV as it allow viewers to engage directly with its content creators, which helps develop a community of followers. With this, content creators can work with Marketers via influencer marketing and affiliate marketing to diversify their sources of income (away from ad revenue).

With the recent YouTube adpocalypse (which I won’t get into), many content creators have been forced to change their content in order to satisfy advertisers. A number of blockchain projects have emerged to empower creators with the freedom of producing content as they like and help build new sources of income. As blockchain technology becomes more mainstream, content creators can focus on developing quality material and in effect, we as consumers can also expect to see less (often forced) affiliate marketing.

Here are a couple of blockchain projects that will change this space:

Basic Attention Token (BAT): Is a decentralised, transparent digital ad exchange based on Ethereum Blockchain.The Basic Attention Token is a token for the digital advertising industry. It pays publishers for their content and users for their attention, while also providing advertisers with more in return for their ads.

You can find out more about BAT here.

Steem (STEEM): Is an incentivised, blockchain-based, public content platform. Steemit is a social media platform on the Steem blockchain that pays both content creators as well as members of the Steemit community who curate the best content on the website by upvoting others work. Steem links community engagement with the monetisation of content — the more you engage, the more you earn.

You can find out more about Steem and Steemit here.

Watch this space! The success of blockchain projects will depend on the quality of content on these platforms, the number of content creators who adopt these platforms and their ability to educate their followers. However, I believe the freedom to create content without external influence will be a great incentive for both creators and consumers to adopt these blockchain platforms.

Marketers should pivot away from affiliate marketing, and instead focus on content marketing by working with social influencers to create opportunities for sponsored content. By focussing more on content marketing, marketers will need to vigilantly identify content creators that aligns with their brand and messaging.