How Content Marketing Fits Into Web 3.0 (You Might Be Surprised)

Web 3.0 technologies will impact the way consumers experience, consume, transact, and behave. But it is very early days.

Web 3.0's first iterations are about how people gain and share content, join virtual communities and create customer experiences.

In marketing, we may see the introduction of immersive participation and intelligent peer-to-peer transactions with a shift in allowing consumers to control their personal data.

This means content-driven marketing experiences might evolve to where consumers control the connection. Retaining the relationship would require delivering great value.

Blockchain technology enables these new decentralized capabilities for new customer experiences and supports direct peer-to-peer transactions without a centralized service provider.

Decentralized content, marketing, and advertising will change the digital relationship between customers and businesses. This is called tokenized customer experience or tokenized CX.

Marketers may soon be able to issue "tokens" (or smart contracts) powered by blockchain technology to enable more automated, secure, and trusted customer experiences.

These tokens can enable any transaction involving digital artefacts (including ads, downloadable assets, subscriptions, or access to communities) and empower consumers to help shape their experience.

They also enable marketers to develop more creative content and marketing experiences, meaning the scope is largely a content marketing approach.

The early days of Web 1.0 were all about FINDING pages, blog posts, and downloads of documents, meaning marketers needed to focus on publishing content. 

Web 2.0 pushed marketers to create responsive (and contextual) approaches so that customers could EXPERIENCE something better. But along the way, the focus shifted from creating findable content to finding intent signals that marketers used.

As data becomes more precious, things will change again. If it continues to develop as expected, the promise of marketing in Web3.0 is to help customers CREATE something better.