Blockchain is taking the world by storm. Despite the volatility of the cryptocurrency market, the blockchain technology behind it is being widely implemented as a solution to many of the greatest challenges we face today, automating and making processes more streamlined. Blockchain has the potential to disrupt every industry from banking and real estate to digital marketing and healthcare.
One of the places blockchain could have the biggest impact is in content marketing. Caleb Ulku of Ulku Logistics said, “Content marketing is a powerful tool, but because of plagiarism, fake news, clickbait, and other low-quality content, consumers are finding it harder than ever to trust what businesses are putting out there. Even sources they thought were trustworthy are circulating stories that haven’t been fact-checked. Blockchain could solve all these issues and more, and I think we’ll start seeing a strong relationship form between blockchain and content, which will change the way we approach content marketing strategy.”
Content Marketing Before Blockchain
Content marketing has evolved from ads and articles printed in newspapers and magazines to blog posts, paid ads, meta titles and descriptions, marketing videos, and so much more. Everything is online, instant, and wide-reaching. The new way of content marketing isn’t without its issues, though.
“Content is king” is the motto that businesses and content marketers everywhere have adopted. While some companies have taken that phrase to heart and worked to produce high-quality, informative content, many have taken it to mean they only need to produce as much content as possible. This has resulted in a lot of low-quality, link-stuffed content littering the Internet. In turn, this trend has resulted in a lot of misinformation and even completely fake information circulating social media and news sites.
Another issue content marketers face is having their work ripped off. Writers will spend hours working on a well-written, fact-checked, informational piece, only to have it copied, claimed, and published by someone else. While there are ways to track where a piece originated to determine authenticity or plagiarism, the damage could already be done—Google, for example, may even penalize duplicate content under some circumstances.
Finally, while there are metrics for tracking how well an article is performing based on how many reactions, shares, and comments it received, there’s still vast room for improvement. Not all of the information is available in as much detail as content marketers would like, and the more detail that can be compiled, the better messages can be targeted to their audiences.
How Blockchain is Changing Things
Blockchain is a powerful technology that has the potential to address these and other issues in the content marketing space. Blockchain is a digital ledger that records transactions and stores them cryptographically. Once recorded, the blocks of the blockchain cannot be changed or altered; they can be made available for anyone to see, but there’s no way to change or delete a block once it has been recorded.
Because of its security and detailed record-keeping, blockchain can be used to address the issue of fake news. By tracing news to the source and examining its origin, it will be easier to tell the difference between legitimate news pieces founded on facts and those that are baseless and full of misinformation. Blockchain can record a tremendous amount of information; everything from the original location of the publication (both physical and digital) to the resources used for citations can be tracked and analyzed. This means publishers from hobby bloggers to trusted news sources will become more confident in the legitimacy of the information they share.
Blockchain can also address issues of plagiarism thanks to its detailed record keeping and unchangeable transaction history. Rather than an author having to dispute the origin of their work or worrying about duplicate content, blockchain can show the history of the original piece and serve as proof to help the original author get any duplicate content taken down.
Its ability to keep track of all modifications also makes blockchain a useful tool for keeping tabs on a piece’s performance and what kind of engagement it received. The information available through the blockchain would be more detailed than what is currently available and could be used both to track performance and gain insight into relevant metrics, providing direction for how to proceed with other pieces in the future.
Although still relatively new, blockchain is already beginning to revolutionize many industries, and content marketing is no exception. Because of its ability to track and securely store information chronologically, it could be used to address issues such as plagiarism, fake news and misinformation, and more. It’s likely that as blockchain continues to develop and become more widely adopted, it will go hand in hand with content marketing.Opinions expressed here by Contributors are their own.