Web3’s Marketing Value Is Function, Not Form
SOURCE: Content Marketing Institute
Summary
The article draws a parallel between the buzz around Web3 and that of Web2 over a decade ago. The author suggests that Web3’s marketing value will come from its functionality, pointing out that fifteen years ago, a similar scenario occurred with Web 2.0. While some content marketers today are experimenting with Web3 technologies like NFTs and the metaverse, the initial buzzwords are losing their hype, and consumers are skeptical about them. When investing in these new content and marketing concepts, companies should look beyond the speculative investments in collectibles and virtual places to visit, and instead provide functional utility that drives value for the audience.
Excerpt
“At this point in 2022, Facebook had rebranded itself as Meta and promised to make the metaverse a thing. NFTs (non-fungible tokens) attracted headlines and eye-popping sales figures. And everyone tried to understand what it would all mean to their marketing strategy.
Back then, I discussed how Web3 technologies like NFTs and the metaverse were ultimately content plays. I suggested marketing departments would be most likely to explore these new developments.
Today, some active experiments continue. But their most interesting aspect might be how few Web3 buzzwords they use…”
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